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Abstract
The study Examines marketing research and service performance of manufacturing firms in Rivers State. The survey design was employed. The population of this study constitutes staff of all manufacturing firms in Port Harcourt, Rivers State which was unknown.The judgmental sampling technique which is a non-probability sampling technique was used for selecting the sample size.The sample size of this study is judgmental sample of 120 respondents which comprise of both the senior and junior staffs of Nigeria bottling company, Trans Amadi and Pabod Breweries, in Port Harcourt, Rivers State.Both the primary and secondary data were used.Questionnaire on marketing research and service performance was used and administered for the collection of data from the respondents.The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS Version 22). The statistical test used in the testing of the hypotheses was Pearson Product Moment Correlation Coefficient. The study revealed that exploratory research, descriptive research and casual research is linked with service performance of manufacturing firms in Rivers State. based on the finding of the study, we recommend that adequate fund should be budgeted by players of industry on market research. Such finances when adequately employed would go along way to improve market research and placed the business environment in a vintage disposition to achieved optimal result and performance and the provision of suitable and adequate facilities would enhance the business environment and make it more responsive to the needs of customers.
Table of Contents
Title Page i
Title Page ii
Declaration iii
Certification iv
Dedication v
Acknowledgement vi
Abstract vii
Table of Contents viii
List of Tables x
List of Figures xi
CHAPTER 1 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problems 2
1.3 Objectives of the Study 3
1.4 Research Question 4
1.5 Research Hypotheses 4
1.6 Significance of the Study 4
1.6 Scope of the Study 5
1.7 Limitations of the Study 6
1.8 Definition of Terms 6
CHAPTER 2 8
REVIEW OF RELATED LITERATURE 8
2.1 Conceptual Framework 8
2.1.1 Concept of Marketing Research 8
2.1.2 Dimensions of Marketing Research 12
2.1.3 Concept of Service Performance 14
2.1.4 Service Performance 14
Profitability 15
2.1.5 Marketing research and Service Performance 19
2.3 Theoretical Framework 21
2.3 Review of Related Empirical Studies 23
2.4 Summary of Literature Review 24
CHAPTER 3 25
RESEARCH METHODOLOGY 25
3.1 Research Design: 25
3.2 Population of the Study 25
3.3 Sampling Techniques Used 25
3.4 Sample Size 25
3.5 Sources of Data 26
3.5.1 Primary Source (s) of Data 26
3.5.2 Secondary Sources of Data 26
3.6 Research Instrument for Data Collection 26
3.7 Validity and Reliability of Instrument 27
3.8 Techniques for Data Analysis/Test of hypotheses 27
CHAPTER FOUR 28
DATA PRESENTATION AND ANALYSIS 28
4.1 Questionnaire Distribution and Retrieval: 28
Table 4.1: Questionnaire Administration and Retrieval 28
4.2 Data Analysis and Presentation 28
Table 4.2: Age of Respondents 28
Table 4.3: Sex of Respondents 29
Table 4.4: Academic Qualification 29
4.3 Descriptive Statistical Analysis 30
Table 4.5: 1.Exploratory Research and Service Performance 30
Table 4.6: Descriptive Research and Service Performance 31
Table 4.7: Casual Research and Service Performance 32
4.4 Hypotheses Testing 33
4.5 Discussion of Findings: 35
CHAPTER 5 38
SUMMARY, CONCLUSION AND RECOMMENDATIONS 38
5.1 Introduction 38
5.2 Summary 38
5.3 Conclusion 39
5.4 Recommendations 39
References 41
Appendix I 43
Appendix II 44
Questionnaire 44
List of Tables
Table 4.2: Age of Respondents 28
Table 4.3: Sex of Respondents 29
Table 4.4: Academic Qualification 29
Table 4.5: 1.Exploratory Research and Service Performance 30
Table 4.6: Descriptive Research and Service Performance 31
Table 4.7: Casual Research and Service Performance 32
List of Figures
Fig. 1: A Conceptual Framework Showing the Relationship between Marketing Research and Service Performance…………………………………………………………………………….9
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
An organization is into business only and only to fulfill the yearnings and aspirations of the user of their product (Olatunji & Amuni, 2013). Service performance is a term used by marketing scholars to describe the efficiency and effectiveness of marketing strategy (Maclayton & Nwoka, 2012). Despite this definition and many others, no unanimous measure of service performance has been adopted. According to Brudan (2010), service performance measurement represents a component of performance management dealing with the identification, monitoring and communication of performance result with the use of performance indicators. Lamberti & Noci, (2010) measured performance in terms of marketing budget, marketing asset and marketing unit behavior. Sales outcomes have always been seen by performance oriented sales people as evidence to their behavioral performance and consequently a positive relationship has been found to exist between market research component and service performance. In other words, committed sales people are expected to extend greater efforts on the job there by having a direct effect on job performance (Silva, 2006). Richard (2009) defines performance measures as the vital signs of the organization, which “quantify how well the activities within a process or the outputs of a process achieve a specified goal”.
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. All modern organization engages in marketing so as able to please and win the loyal support of their customs.
Companies engage in marketing to find out about the needs and requirement of shavers, banks engage in marketing research to find out about its customers financial services requirement and Inland Revenue engages in market research to find out about the needs and requirements of tax payers and other clients. The chartered institute of marketing uses the following definition of marketing: “marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably.
Some organizations are very close to their customers. For example, post office in a small town. For other organization consumers may be thousands of miles away for examples, Cadbury Schweppes selling confectionery and soft drinks around the world. The principles that the consumer is king and queen is just as relevant to the organization engaged in international marketing.
1.2 Statement of the Problems
The problem that emanated from marketing research in most business organizations include the poor implementations of marketing research and poor attitude of most industrial players towards marketing research in their organizations couple with inadequate provision of fund for effective marketing research.
Marketing research is a crucial aspect in new product development it’s the very first step to which determines the success of any product. It acts as the foundation and cornerstone of any product. Unfortunately the impact of marketing research is the aspect that receives the least attention; business need not only rely on promotional strategies, but have to fine tune their marketing research programme with view of improving the quality of their product. To obtain the desired and appropriate results from marketing research, an organization must be guided by certain plans to satisfy all or at least most of the company objectives for it to be worthwhile. Thus marketing research if well defined and formulated has an impact on new product development of an organization and extent to which the firms put marketing research into practice or effect in solving their marketing problems is what this study intends to examine. Marketing research is now widely accepted as one of the most important asset possessed by organization. The study seeks to examine the relationship between marketing research and service performance of manufacturing firms in Rivers State.
1.3 Objectives of the Study
The main objective of the study is to examine the relationship between marketing research and service performance of manufacturing firms in Rivers State. The specific objectives are as follows;
1. To examine the relationship between exploratory research and service performance of manufacturing firms in Rivers State.
2. To examine the relationship between descriptive research and service performance of manufacturing firms in Rivers State.
3. To examine the relationship between casual research and service performance of manufacturing firms in Rivers State.
1.4 Research Question
1. What is the relationship between exploratory research and service performance of manufacturing firms in Rivers State?
2. What is the relationship between descriptive research and service performance of manufacturing firms in Rivers State?
3. What is the relationship between casual research and service performance of manufacturing firms in Rivers State?
1.5 Research Hypotheses
H01: There is no significance relationship between exploratory research and service performance of manufacturing firms in Rivers State.
H02: There is no significance relationship between descriptive research and service performance of manufacturing firms in Rivers State.
H03: There is no significance relationship between casual research and service performance of manufacturing firms in Rivers State.
1.6 Significance of the Study
The important area focused by the study is the impact of marketing research on service performance; it is intended to achieve two aims; to contribute to both theory and practice of marketing in Nigeria.
One of the greatest and surest ways of achieving customer satisfaction is the planning and implementation of proper marketing research programme in any business organization. Moreover, the new marketing concept emphasizes on customer satisfaction and integration in the organization towards achieving the single purpose. Therefore, to make these possible, marketers must research properly so as to know the changing need of their customers and the activities of their competitors. Also the need to re-examined other tools which could be used to reduce the high rate of product failure instead of relying heavily on promotional activities with other tools in marketing to establish whether or not new product will be accepted in the market, it will also expose other areas that have inherent characteristics that make marketing research inevitable instrument for product development. To contribute to the theory, there are several factors that affect new product development like promotion, prices, distribution and marketing research but most organization are not interested in research as it is said to be too expensive not only looks outwards to existing and potential markets, the customers (or market place), the competitive environment but also inwards at the ways in which the organization respond to the demands of the market place.
Survival is the key objective of most organization; today‟s world is characterized by major changes in market and economic conditions, coupled with rapid advances in technologies.
1.6 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the marketing research and service performance of manufacturing firms in Rivers State. The dependent variable is service performance; measured by Profitability, market share and sales volume, while independent variable is marketing research measured by exploratory research, descriptive research and casual resaerch.
Geographical Scope:This study is delimited to Port Harcourt with reference to Nigeria bottling company, Trans Amadi, and Pabod Breweries Port Harcourt, Rivers State.
Unit of Analysis: The unit of analysis in this research involves both senior and Junior staff of Nigeria bottling company, Trans Amadi and Pabod Breweries Port Harcourt Port Harcourt, Rivers State.
1.7 Limitations of the Study
Some constraints were encountered, during this project. These limitations do not suggest that it is a unfulfilled activity, it only suggest that the activity was conducted with proper care and caution which will make the activity meaningful and result oriented;
Miscellaneous limitation problem developed due to changing environment.
Uncertainty of conclusions consumer is the focal point, buying motives are difficult to judge precisely and accurately which bring some sort of uncertainty.
Complexity of the subject it fails to give complete and correct guidance to the management on marketing issues.
Also cost expensive and time consuming activity it take longer period for completion and the finding when available may prove to be outdated due to fast changing market environment and cannot study all new marketing product.
1.8 Definition of Terms
The terms used in this study may carry slightly different meaning, we therefore consider it necessary to define item to suit the context to which they are used in this study.
Marketing Research: Marketing research is the function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
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