CHAPTER ONE
- INTRODUCTION
Marketing research involves conducting report to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of firm marketing environment and attain information from supplier. Marketing researchers uses statistical method such as qualitative research, quantitative research, hypothesis test chi- squared test, linear regression, correlation, frequency distribution etc to interpreter their findings and convert data into information.
The marketing research process spans a number of stages including the definition of problem development of research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid and current information.
- BACKGROUND OF THE STUDY
The Nigerian economy for long has been characterized with little wonder, Nigeria is often known as a reseller market. The few manufacturing firm still operating are either muiti-national cooperation or government establishment. This scenario has adversely affected the Nigeria economy to an extend. It has become dumping ground for other countries.
Although a lot of economics reform programms were initiated in Nigeria to make the manufacturing industry vibrant and allow infant industries to grow, such programms were never sustained to the later due to political instability and mismanagement of funds by stakeholders. Nevertheless, the recent programmes of the federal government has given hope to the manufacturing firms or industry as small and medium scale manufacturing firm are gradually emerging everywhere.
However, due to mildness and inexperience of the infant manufacturing firm, there has been a continuous cry of out consumers of low quality products and service. The major reason for this poor performance has been attributed to the lack of marketing research by large cooperation in Nigeria.