ROLE OF MARKETING RESEARCH IN THE ACHIEVEMENT OF ORGANIZATION OBJECTIVE IN NIGERIA (A Case Study of PZ Nigeria Plc)

CHAPTER ONE

1.0     INTRODUCTION

1.1     BACKGROUND TO THE STUDY

          An expended definition of marketing research was approved in 1987 by the American marketing association. The previous definition (The systematic gathering and analyzing of data) has been criticized because it views marketing research activities to narrowly. The new definition state; marketing is function which links the consumer, customers and public to the marketer through information use to identify and defines marketing performance and improves understanding of marketing as a process.

          Marketing research specifies the information required to address this issues design. Design the method for collection information, management and implements the data collection process; analysis the result and communication the finding and their implications.

           A cardinal principle of marketing is that the film should seek to determine the multi-dimension nature of customers demand and satisfaction and to maintain a step ahead at its competition through techno logical innovation.

          This project aims at finding out research could be used as a tool for marketing decision towards improving organization goals objective.

          The company chosen as the research base for this Pz. (Nig.) Plc with the growing emphasis in customer satisfaction. It is essential that research should be undertaken on marketing decision to identify marketing opportunities. It necessary for organization to seek understood customer behavior his want and price he is ready to pay for satisfying these wants. Management must therefore constantly seek to identify and measure the dynamic of social behavior.