THE CONTRIBUTION OF MARKETING RESEARCH TO BUSINESS ORGANIZATION
(A CASE STUDY OF LIFE BREWERIES PLC ONITSHA
ABSTRACT
The purpose of this study is to examine, the contribution of marketing research to business organization, particular reference was made to life breweries Plc Onitsha, Anambra state.
Marketing research studies are embarked upon to obtain information about the controllable and non-controllable factor as regards to the marketing of goods and services.
The information helps the management to reduce the risk in business thereby solving managerial problems.
Hence in conducting the research, the researcher made use of oral interview and questionnaire, she also reviewed other related literature necessary to provide the required data for the study, the data collected for the study were analyzed in table using simple percentage and chi – square.
In this study, the researcher attempted to make a historical survey of the contribution of marketing research to business organization.  The findings were that marketing research increases profitability and it enable the organization to formulate policies that aim at providing their customer with the right products at the right prices but above these, there is still need for improvement in marketing research.
Recommendations were, however, made that marketing research is essential to business organization.  And that government should on a regular interval, organization seminars for management and staff of the organization and other business organization to educate the on the importance and application of marketing research.
TABLE OF CONTENT
CHAPTER ONE
INTRODUCTION
1.1              Background of the study
1.2              Statement of the problem
1.3              Objectives of the study
1.4              Hypothesis / research questions
1.5              Significance of the study
1.6              Scope of study / delimitation
1.7              Definition of terms
CHAPTER TWO
REVIEW OF RELATED LITERATURE
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1              Sources of data
3.2              Population of study
3.3              Research instrument
3.4              Sample size determination
3.5              Questionnaire design
3.6              Method of questionnaire distribution and collection
3.7              Limitation of the study
CHAPTER FOUR
4.1              PRESENTATION AND ANALYSIS OF DATA
CHAPTER FIVE
SUMMARY OF RESEARCH FINDINGS, RECOMMENDATION AND CONCLUSION
5.1              Summary of findings
5.2              Recommendation
5.3              Conclusion
Bibliography
CHAPTER ONE
INTRODUCTION
1.1       BACKGROUND OF THE STUDY
The recognition of the contribution of marketing research in the industrial and technological development in Nigeria have principal accounted for significant economic development in Nigeria.  The contribution of marketing research is important because Nigeria is striving toward industrialization.  Marketing research part of marketing and the main pilot of commercialization plays a vital role for its success by introducing various findings to effective marketing strategies.
This brings to focus on the contribution of marketing research to business organization marketing research makes available information, a vital tool for decision marking which is a function of management.  The acquisition of information for decision making is achieved through searching, collection and analysis of data obtained.
 It involves going through old records as well as new ores to making comparisons and selections based on the finding.   
Marketing research is a discipline approach to problems and prospects of ensuring efficiency and profitability in marketing of goods and services.
Marketing research enable us to see the basic contribution this study will make towards effective and efficient method of harnessing our resources.  This will make way for a speedy economic development of Nigeria.
The purpose of this project is to show clearly the contribution of marketing research in business organization.
STATEMENT OF THE PROBLEM
Naturally, every business exists to achieve, predetermined co-operate objectives.  The objectives are normally designed to protect the interest of the owners of the business.  Therefore, life breweries Plc as the business organization lives to achieve the common interests of the owners.
To actualize the goal, the management should be effective and efficient overtime in managing the scarce resources of the organization.
 In as much as management recognizes the interest of the owners of the business environment under which the business.  Operates should be taken into consideration.  In other words, life breweries Plc cannot operate recognizing its social responsibilities to the rural dwellers.
Many business springs up and suddenly folds as a result of various problem with out reading their target objectives.  Adequate men power resources misplacement of priority and mismanagement.
These problems have given rise to series of development plan.
However, marketing research is the determination of investigation into the unknown complete market situation, with a view to determining and bringing out facets that can assist in failure planning and decision making processes.  It is an investigation into the needs of the people or consumers with respect to goals and services so as to enable the organization attain the noble ideas of the marketing concept.
Actually, all business activities is conducted under condition of risks and uncertainty.  The success or failure of any business, depends on many factors, economic forces, cutting competitive tendencies etc.  marketing decision are basically decisions about the future.
The future is not easily known and that is why life breweries should be able to slid analysis and interprets available information towards solving any problem that may comments way.  These problems also enable us to extend in determining whether life breweries Plc create job opportunities to the people of the areas.
1.2       OBJECTIVE OF THE STUDY
Based on the negative attitude towards the application of the usefulness of marketing research in the developing economies, the researchers aim in this paper is to show how useful and helpful the contribution of marketing research could serve as a catalyst of change for better economic development to business organization with particular reference to the Nigerian economy.
The following are the specific objective of this research work.
1)                  To determine the contribution of marketing research in business organization especially in life breweries Plc in Anambra state.
2)                  To find out how life breweries Plc has been able to create job opportunities to the people of the area.
3)                  To identify the major problems that affects the operation of the organization.
4)                  To suggest how the company should improve its operation in future
5)                  To identify market research on competitors concerning their product range, price, promotion and distribution outlet, product peck age and advertising.
6)                  To identify market research on product in determining which products do consumers prefer and why, and the consumers complaints about the product presently in the market.
1.3       RESEARCH QUESTIONS
1)                  Is marketing research important and useful for the success of an organization?
2)                  Can marketing research help an organization to over come some of its problem in a distress economy?
3)                  What impact does marketing research have on the profitability of an organization?
1.4       SIGNIFICANCE OF THE STUDY
This study tends to a lent the management of life breweries Plc of the contribution of marketing research.  It is also expected to create about the organization contribution to their well being.
 This will no doubt build a good co-operate image to the company within and outside the locally which will later sub-off on its products.
This study is also expected to highlight those factors that have hindered life breweries Plc to reach its target objective.  This is also expected to enhance the under standing and tolerance among the employees and employers in the organization.  This will also help the company to gave sympathy and co-operatives of the people in time of difficulties.
Marketing research will also help largely to influence and possibly decide not only the economic future of the world but also its intellectual, social and political future.
 Finally, marketing research is one of the potential levels of conversing dangers into opportunity in a peaceful way.               
1.6       SCOPE OF STUDY
The geographical coverage of this study is limited to Anambra state.
Out of the numerous communities that make up Onitsha local government area, four communities were chosen for this study.
The essence of this stud is to ensure greater efficiency and cost effectiveness of the research.
The communities chosen are Nkpor, Okpo, Atani and Iweka.  These four towns are chosen because researchers conducted there in the past have poor result and also they favour different classes of people.
1.7       DEFINITION OF TERMS
The following terms used in this study should be taken to mean the following.
Marketing:
Marketing is a set of human activity directed at satisfying needs and wants through exchange process.
Marketing research:
This is defined as a systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services.
Analysis:
Means to get meaning out of the data.
Systematic:
It is a step by step method of finding solution to a problem.