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CHAPTER ONE
1.1 INTRODUCTION
It is generally agreed that the health of a company
organization depends, on its capacity to interpret the behavior,
attitudes and needs for the individual consumers or industrial users who
make up its market. To this end, according to Donald (1990:5)
marketing research comes play, according to him will assist firms in
recognizing and reaching to marketing opportunities and problems. The
term marketing research covers a wide variety of activities all of
which provide information intended to improve the ability of managers
to make better decisions concerning the marketing of products,
services, concept, and ideas in an organization. The importance of
marketing research has grown considerably in recent years as it has
become more obvious to marketers that accurate and timely information
as needed concerning the consumer and the market place in order for the
best possible decisions to be made regarding the various elements of
the marketing program (Barner, 1991:4).
Kotler (1996:124) stated that in the long history of business
management has often devoted most of its attention t managing money,
materials, machines and men. Today, management has recognized the
critical importance of a fifth resources: information. The role which
information plays in any business cannot be over emphasized in recent
times.
Understandably, adequate information is the likeblood of
decision making profit margin can be enlarged, product, product
features enhanced and customer’s satisfaction guaranteed if sufficient
and reliable marketing information could be obtained.
In the light of this, this research is intended to study and
appraise the use of marketing research in a marketing organization. A
well planned and modeled marketing research is a since-que-non for
proper integration of the various marketing mix of any organization.
Non-usage of ineffective marketing mix. Organization may try to justify
their involvement or non-involvement in marketing research to numerous
problems/opportunities.
In this study, the researcher will evaluate the extent of the use of marketing research in a marketing organization.
1.2 BACKGROUND OF THE STUDY
The entire business environment is experiencing major global
changes that have a direct impact on companies and their consumers
competition is intensifying and generating changes in the way that
consumers make purchase decision. Nowadays, the marketing research is
the essential activity in large and small companies, which manages
avoid to make decision without it.
A marketing research is a continous process for gathering data
in product characteristics, suppliers capabilities and the business
practices that surround them plus the analysis of that data to make
acquisition decision (Walter, 1997). Marketing decision in contemporary
organizations are some of the most important decision made by managers.
The decision of what consumer segments to serve with what products or
services, at what price, through which channels, and with what type and
amounts of promotion not only determine the marketing posture of a
firm, but also affect decisions in other areas as well. The decision to
emphasize quality products for instance, affects decisions on
procurement, production personnel, quality control and so on.
Successful new product marketers learn how to delight customers
by studying their needs and behaviors. Marketing research can provide
you with that information and it’s an investment well worth marking to
help you beat the odds and succeed in product development (Kristin,
2000).
Developing an understanding of consumer needs, wants,
perceptions, is a prerequisite to effective decision making. Many
companies are discovering that the decisions involved in creating and
distributing goods and services for selected consumer segments have such
long run implications for the organization.
Marketing research is the specific marketing function relied upon to provide information for marketing decisions.
However, it should be stressed at the outset that merely doing
marketing research does not guarantee that better decisions will be
made. The quality of each stage of a marketing research project will
either contribute to better decision making or will make it an
ever-elusive goal.
The marketing research suggests that connection between
research and decision making in business organizations. More
succinctly, marketing research produces the information manages needs to
make marketing decisions.
Marketing research specifies the information required to
address these issues, designs the method for collection process,
analyzes the results; and communicates the findings and their
implications. Effective marketing research involves few steps and
follows a procedure. According to the type of problem, market
researchers use different methods for their research in the steps.
Although conduction the activities of marketing research
requires using a variety of research techniques, the focus of the
research should focus on decisions to be made rather than the collection
techniques used to gather information to facilitate decision making.
This focus is central to understanding the marketing research
function interms of what it should be and to the effective and
efficient use of research as an aid to decision making.
Marketing decisions are affected by many internal and external
environmental variables, so the marketing decision maker needs a great
deal of information related to these variables, to predict their
directions and their expected effects on the internal activities of the
organization and the market, in order to make the rational marketing
decisions in an uncertainty environment facing the marketing
administration. The marketing success in the organization depends
basically on the availability and the accuracy of marketing information
from its multiple sources (Sultan 2012).
All marketing organizations trying to find out and determine
the nature of the markets and their trends, needs and changes that
occur in these markets, as well as trying to know the competitors,
prices, options and other marketing information which is the key to
success for any marketing decision.
1.3 PROBLEM OF THE STUDY
The business environment today is truly global, which requires
high speed product development to maintain and increase the
competitiveness of organizations. The development of product and service
is perhaps the most significant activity within a firm. It is also one
of the most risky decisions. Many years, millions of dollars are spent
developing products and services that an average fail for more often
than they succeeds. Inability to acknowledge the present of marketing
research in decision making in marketing organization result in
business failure.
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