- The Complete Research Material is averagely 75 pages long and it is in MS Word Format, it has 1-5 Chapters.
- Major Attributes are Questionnaire, Data Analysis,Abstract.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
The article on this topic (The important of marketing research in the Nigerian in the Nigerian banking industry) is an extract from literature review of the project material. The complete project work would be made available when you subscribe for the full material.
CHAPTER TWO
LITERATURE REVIEW
It’s necessary to review the need for marketing research in an industry. However, it does not have to be that way, but because many companies and even industries have failed to take marketing research important in product development.
Marketing managers and other professionals are now relying more on marketing research in product development to make better decision clearly, marketing research is vital to marketing decision making. Robert Ferber asserted that “before the product is produced, market survey must be conducted in other to ascertain the acceptance of the product in marketing sphere”. He went further to buttress his fact by sating that just as the efficiency of production is dependent on product research, so also the efficiency of marketing depends on marketing research.
Marketing research he notes refers broadly to the development of the most efficient means of marketing, that is the discovering of new and better methods of marketing, more economical means of distribution, new market, better means of selling and other marketing aids. Marketing concept has become firmly established in many organizations. Marketing research focus on understanding consumers buying habit in relation to development in product research.
A research of this nature will be incomplete without insight into existing related literature on the subject under study. Literature survey therefore, is described as “A research of strategies trade journals, Articles, Magazines, Newspapers and boos for data or for insight into the problem at hand”.
For the purpose of this study, the researcher has relied more on the contribution of authors from Britain and United State of America who have published articles on marketing research, also those of Nigeria contributions in this field of study.
THEORETICAL FRAME WORK
Marketing is generally interpreted today as including all those business activities concerned with the development, production and distribution of product to identifiable market, where they will provide satisfaction to those who buy them.
Marketing research therefore, covers product development, identifying the market and suitable method of selling, distribution, promotion, pricing and sales service facilities. Marketing research has an advisory role in marketing management. It is used to acquire and analyze information and to make recommendations to management as to how marketing problems should be resolved. Tall and Hawken’s (1980:1)
DEFINITION: MARKETING
Different association, group and organizations tried to solve the problem which the question “what is marketing” has created, but seems they looked at marketing from different perspective. In this study the following definitions by marketing scholars are considered.
William J. Stanton, (1975) in his book, foundamentals of marketing, defines marketing as “ the total system of interacting business activities, designed to plan, price, promote, and distribute want-satisfying product and services to present and potential consumers ”.
The American Marketing Association (AMA) in its own definition says that “marketing is the performance of business activities that direct the flow of goods and services from the producers to the consumers”
The institution of marketing (London) defines marketing as the “management process which is responsible for identifying anticipating and satisfying consumer’s requirement profitably”.
Marketing is about identifying and meeting human and social needs.
The above definitions receive credit because they have considered marketing from identification of needs, wants, users, and effective communication to the level of satisfying them through effective promotion and distribution of these wants.
RESEARCH
The oxford advance learners dictionary defines research as careful investigation carried out in order to discover new facts, ideas and information’s about subject matter.
Research is a process of finding out. It is a scientific method of controlling enquiry. It identifies problems and attempts to find solution to these problems. In doing this, research ask question, tells why is important, describes how it answered and interprets it briefly to the users.
MARKETING RESEARCH
Philips R. Cateora and John L. Graham (2005) defines marketing research as the systematic gathering, recording and analyzing of data to provide information useful in marketing decision making.
British institute of management (1962) as “the objective gathering, recordings and analyzing of all fact about problems relating to the transfer and sales of goods and services from producer to consumer”.
Geen and Tull (1970) define marketing research as consisting of a systematic and objective collection as well as appropriate analysis of information that will provide solution to all marketing problems.
According to Philip Kotler 13th edition, marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing company.
From the above definitions, on can say clear that marketing research as an essential management tool that executive can use in inducting the risk in the environment of operation by obtaining potential information and putting the resources at the disposed of the manager in order to move the organization forward.
THE MARKETING RESEARCH PROCESS
Effective marketing research follows six steps which is shown in the figure below
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR MARKETING FINAL YEAR PROJECT RESEARCH TOPICS
-
1. AN EXAMINATION OF THE IMPACT OF SALES PROMOTION ON THE MARKETING OF TELECOMMUNICATION SERVICES IN NIGERIA – CASE STUDY OF GLOBACOM, ENUGU
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study xi Over the past few decades in Nigeria, there has been an increase in the use of sales promotion...Continue Reading »Item Type & Format: Project Material - Ms Word | 114 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
2. THE EFFECT OF MOTIVATION ON STAFF PERFORMANCE
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY In the world today, business is the most essential word used by all. It enables living. Every goo...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
3. INFLUENCE OF BILLBOARD ADVERTISING ON THE PATRONAGE OF PEPSI COLA
» CHAPTER ONE INTRODUCTION 1.1 Background of the study Billboards have been used as an advertising medium for more than a century and are still used tod...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
4. IMPACT OF SALES PROMOTION ON MARKETING OF SOFT DRINKS IN ABAKALIKI URBAN: (STUDY OF SALES PROMOTION CONDUCTED BY NIGERIA BOTTLING COMPANY PLC FROM 21S...
» Abstract This study examined the Impact of Sales Promotion on Marketing of Soft Drinks in Abakaliki Urban: (Study of Sales Promotion Conducted by Nige...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
5. CORPORATE IMAGE, REPUTATION AND IDENTITY BUILDING: THE ROLE OF ESBS FOR ENUGU STATE GOVERNMENT
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY Corporate image is the perception of corporation, an institution or government which exists in th...Continue Reading »Item Type & Format: Project Material - Ms Word | 123 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
6. THE EFFECT OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION
» CHAPTER ONE INTRODUCTION 1.1 Background of the Study Advertising and sales promotion are becoming very regular in our world today especially with the ...Continue Reading »Item Type & Format: Project Material - Ms Word | 73 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
7. EFFECTIVENESS OF TRADE EXHIBITION AS MARKETING TOOL IN SMALL AND MEDIUM SCALE ENTREPRENEURSHIP
» CHAPTER ONE INTRODUCTION 1.1 Background to the Study The origin and traditional background of trade fairs can be traced to the time when neither good ...Continue Reading »Item Type & Format: Project Material - Ms Word | 92 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
8. THE ROLE OF ADVERTISEMENT OF BANK PRODUCTS ON BANK PROFITABILITY {A CASE STUDY OF UNITED BANK FOR AFRICA UBA}
» ABSTRACT This project aims at focusing on the role of advertising of bank products on bank profitability, it was written primarily using United Bank f...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
9. COMPUTERISED ACCOUNTING AND FINANCIAL REPORTING A CASE STUDY OF STANBIC BANK GARDEN CITY BRANCH
» CHAPTER ONE 1.0 INTRODUCTION This research paper pursues the concept of computerized accounting and financial reporting. First and foremost, where as ...Continue Reading »Item Type & Format: Project Material - Ms Word | 40 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
10. CUSTOMERS PERCEPTION OF GSM INTERRUPTIVE ADVERTISMENT IN NIGERIA: A STUDY OF GSM USERS IN ABRAKA
» ABSTRACT This study seeks to investigate customer’s perception of GSM interruptive advertisement in Nigeria. The study adopted cognitive dissona...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT