Description
ABSTRACT
This project work is meant to examine marketing research as a tool for increased profitability.
A case study of Nigerian Bottling Company Enugu.
The main objectives of this study include:
– Determination of the extent marketing research can improve product quality.
– To find out how marketing research can increase profitability.
– To ascertain the extent to which marketing research effect customer satisfaction.
The researcher used structured questionnaire and personal interviews to elicit responses from members of the WBC.T-test, percentage and mean cluster mean and standard deviation were used in analyzing and interpreting data collected.
The interpretations and results of hypothesis, testing formed the core findings of this project.
1. NBC improved the quality of its product through marketing research.
2. Marketing research increased their profitability.
3. NBC does not have a separate research department apart from the central one.
4. The engage in field research more than other types of research.
TABLE OF CONTENT
ii Title page
iii Approval page
iv Dedication
v Acknowledgement
vi Table of contents
ix List of table
x Abstract
CHAPTER ONE
INTRODUCTION
1.1 Background of study
1.2 Statement of the problem
1.3 Purpose of study
1.4 Scope and delimitation of study
1.5 Research question
1.6 Hypothesis
1.7 Significance of the study
CHAPTER TWO
LITERATURE REVIEW
2.1 Benefit of marketing research
2.2 Contributions of marketing research
2.3 Problems facing marketing research
2.4 Effect of marketing research 2
2.5 Impact of a marketing research on the company
2.6 Marketing research as a tool for increased profitability
2.7 Summary of related literature review
CHAPTER THREE
METHODOLOGY
3.1 Research design
3.2 Area of study
3.3 Population of study
3.4 Sample and sampling procedure
3.5 Instrument for data collection
3.6 Validation of instrument
3.7 Reliability of the instrument
3.8 Method of data collections
3.9 Method of data analysis
CHAPTER FOUR
Discussion, recommendation and conclusion
4.1 Summary of findings
4.2 Conclusions
4.3 Recommendations
4.4 Suggestion for further research
4.5 Limitation of the study
References
Appendix