CHAPTER ONE

• 1.o INTRODUCTION

From the definition of marketing which says that marketing the performance of business activities that direct the flow of goods and services from the point of production to the point of consumption with combination of the definition that says it is the identification, anticipation and at a profit to the firm.

To achieve the above stated objectives and goals of marketing, there must be effective marketing research to enable the marketing  to actualize his/her objectives.

Therefore, our concern in this chapter is to known what marketing research is how to actualize sales, to know whom our market target is, what they want and when they want and make it available for them at the appropriate time.

• 1.1 BACKGROUND OF THE STUDY

Marketing is said to be the performance of business activities that direct the  flow of goods and services from the point of production to the point of consumption. It is the identification, anticipation and efficient satisfaction of consumer at a profit to the firm. In the achievement of the above stated objectives and goals of marketing. Marketing can not be achieved without marketing research.

Therefore, what is marketing research? Before answering the question let me first state that the success of any given firm in the saturated market depends to  a large extend on the ability to provide want satisfying product. The extent to which a product satisfies a consume is based on the ability of the producer to understand what the consumer actually needs.

Marketing research therefore provides the avenues through which the needs and satisfied. Marketing research gives the information on what to produce as well as the best segment of the market that offers the best opportunity. Hence through research firms identify visible segments that can profitable cultivate. Onuoha. J. Kelechi. Marketing management  (2007:109).

Perhaps a better understanding of the measuring of marketing research should start with a proper appreciation of the words, marketing and  research. Marketing has been defined above as a student of marketing; we know that market has to do with the production, pricing, distribution and promotion of goods and services in such a way that the interest of both the producer and consumer are satisfied. The longman’s dictionary of contemporary English gives the following meaning to research.

1. service study of a subject that is interested to discover new facts or test new ideals.
2. the activity of finding information about something that you are interest in or need to know about.
3. to study the subject in detail especially in order to discover new facts or test new ideas.
4. to supply all the necessary fact and information about something.

The marriage of the meaning of two words gives a clear and better understanding of the term marketing research. Ezirim Aloy Chinedu 2004:12).

Marketing research is finding out who the customers are and what they want (modern A R 1987:35) from the definition one can observe that the aim of the market research is to identify the customers and what they likely want in future. The function of conducting marketing research is that of the marketing department to organization to avoid bias firm are asked to employ the service of independent marketing consultants or jointly carry it out the information gathered through market research can be useful in taking informed decision.

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