THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS(A CASE STUDY OF SOME SELECTED MANUFACTURING FIRMS IN OWERRI METROPOLIS)
ABSTRACT
 This research work examine the relevance of marketing research in enhancing the service level of manufacturing firms and to achieve the purpose of the study, past contribution and opinions of experts were reviewed.The research design adopted in carrying out this research work is quasi-Experimental design and primary data was collected with the aid of questionnaire from thirteen (13)  respondents drawn from three small scale firm in Owerri. The data was subsequently analyzed using frequency table. After critically analyzing the data,  the following were the findings, that there is a significant relationship between marketing research and service level of manufacturing firms and secondly, moderating factor  do interfere in relationship between marketing research and the service level of manufacturing firms and recommendation were made, that firms should be enlightened on the relevance of marketing research and how it effects marketing performance positively, adopt modern technology, improve the quality of services in other to have an edge over competitors and finally they should update technological tools to suit current ,market situation.
TABLE OF CONTENT
 Title page-     –     –     –     –     –     –     –     –      –
Certificate page-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
Dedication –Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
Acknowledgement-Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
Abstract- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
Table of content-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
CHAPTER ONE
1.0 Introduction –Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.1 Background of the study-Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.2 Statement of problem-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.3 Objectives of the study-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.4 Research questions- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.5 Significance of the study- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.6 Scope of the study-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
1.7 Limitation of the study-Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
CHAPTER TWO
2.0 Literature Review-Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
2.1 Introduction of small scale manufacturing firm-Â Â Â Â Â Â –
2.2 Types of small scale manufacturing firm –Â Â Â Â Â Â –Â Â Â Â Â Â –Â Â Â Â Â –
2.3 Characteristics of small manufacturing firm-Â Â Â –Â Â Â Â Â Â –
2.4 Formation of small scale manufacturing Firm – –Â Â Â Â Â Â –
2.5 Functions of small scale manufacturing Firm-Â –Â Â Â Â Â Â –
2.6 Marketing Research definitions-Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –Â Â Â Â Â –
2.7 Types of marketing research-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
2.8 The importance of marketing research-Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
2.9 Marketing research process-Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
2.10 Problems of manufacturing research-Â Â Â Â —Â Â Â Â –Â Â Â Â Â Â –
CHAPTER THREE
3.0 Research methodology-Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
3.1 Introduction-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
3.2 Research Design-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
3.3 Sources/Method of data collection-Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
3.4 Population and sample size-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
3.5 Sample Technique-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
3.6 Validity and reliability of measuring instrument-Â Â Â Â Â Â –
3.7 Method of data analysis-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
CHAPTER FOUR
4.0 Presentation and Interpretation of data-Â –Â Â Â Â Â –Â Â Â Â Â Â –
4.1 Presentation and analysis of data-Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
4.2 Introduction-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
4.3 Presentation of data- –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
4.4 Analysis of data-Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
4.5 Interpretation of result-Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
CHAPTER FIVE
5.0 Summary of findings, conclusion and recommendation
5.1 Introduction-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
5.2 Summary of findings-Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
5.3 Conclusion-Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
5.4 Recommendation-Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
Reference-Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –
Appendix-Â Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â –Â Â Â Â Â Â –Â Â Â Â Â –
CHAPTER ONE
 1.0  INTRODUCTION
Marketing research is necessary to be conducted in a manufacturing company, from time to time to enhance high service level of the firm.
Some of the area in which the manufacturing firm can concentrate, is the product itself, whether it is up to standard, the customers are they really satisfied after making use of the products, to know the level of competition in the target market and so on and so forth.
Why is marketing research relevant in a manufacturing firm? Collection of database, it can be assembled which provide the bases for planning and development in manufacturing firm and the public. With these developments, it will provide a stronger business relationship , and enhance effective sales of their manufactured product.
Another important of marketing research is that it helps a manufacturing firm in decision-making. To solve these problem of what do we produce, when and what quality to produce, who to produce for, what price to fix, how to communicate to customer and what type of after-service to render?
Through the aid of marketing research in a manufacturing firm, you now discover new ways of doing things, what will make you be on tops among your rivalry (competitors). The last not the least, it will help the manufacturing firm to be in the leadership position in the future.
- BACKGROUND OF THE STUDY
The Nigeria economy has been characterized with little manufacturing and more of resale’s activities. Nigerian is often known as a reseller market.
This scenario has affected the Nigeria economy, to an extent it has become a dumping Ground for toher countries.
Although, a lot of economic reform programmes were initiated in Nigeria to make the manufacturing industries vibrant and allow infant industries to grow everywhere.
However, due to the mildness and inexperience of infant manufacturing firms, there has been a continuous cry out by consumer of low quality of product and services. The major reason for poor performance has been attributed to the lack of marketing research by small and medium scale manufacturers.
Experts believe that marketing research is the main pilot to commercialization and success of every business entity. Kotler (2000) define marketing research as the systematic and objective identification collection analysis and dissemination of information for purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. From the above definition of marketing research  is a discipline approach to problems and prospects of ensuring efficiency and profitability in a firm. As a result of little attention paid by manufacturing firm to marketing research, thee project will bring out the relevance of marketing research in enhancing the services level of manufacturing firms.
STATEMENT OF THE PROBLEM
With the recent proliferation of small and medium scale enterprises in major cities, Nigeria is sure to become an industrialized economy in the next decade if these enterprises are given the necessary support (security, funds, conducive environment, expertist, industry protection)by Government.
Nevertheless, the manufacturing industry just as the financial sectors has suffered enough economic crisis and the result is evident in the quality of services provided by firms in this sector. Inspite the presence o regulatory bodies such as Nigerian Standard Organization (NSO), National Agency for Food and Drug Administration Control (NAFDAC) and Consumerists, the quality of products and services rendered by manufacturers is on the decline. This decline is an evidence to the negligence of firms to properly determine and fill in the needs and wants of consumers.
As a result of this, this study was embarked upon to investigate the extent of relationship between marketing research and the services level delivered by small and medium scale manufacturing firms in Imo State.
OBJECTIVES OF THE STUDY
This study has its main purpose of investigating the extent of relationship between marketing research and the services level of manufacturing firms, it also examines the following specific objectives
- Whether marketing research is conducted in the manufacturing industry.
- The extent marketing research is conducted.
- The extent marketing research tools (research plan, data collection and analysis instruments) are validated.
- How frequently is marketing research conducted by manufacturers?
- To which extent that manufacturer (management) implements their research findings.
- Whether marketing research contributes significantly to the performance/growth of the manufacturing industry.
- How frequently are the marketing research personals exposed to training and motivation?
- Whether moderating variables interfere in the relationship between marketing research and service level desired by manufacturers.
- RESEARCH QUESTIONS
Based on the statement of problems and purpose of the study, the following research questions were therefore framed:
- What is the extent of relationship between marketing research and the service level of manufacturing firm?
- Do small scale firms carryout marketing research?
- How frequent is marketing research conducted by manufacturers?
- To what extent do manufacturers validate their marketing research tools before conducting a research?
- To what extent do manufacturers execute findings of a research study?
- Does marketing research contribute significantly to the performance of the manufacturing industry in Imo State?
- Do moderating variables interfere in the relationship between marketing research and services level of manufacturers?
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THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS(A CASE STUDY OF SOME SELECTED MANUFACTURING FIRMS IN OWERRI METROPOLIS)
