This research work treats marketing research as instrument in the success of small-scale enterprises. The statement of problem of this study deems it fit to verify and investigate application of marketing research. Concept in small-scale enterprises. This project also wants to look at marketing research if it can serve as tools effectively and efficiently and also if there is any room for improvement. The objective of the study is endeavoured to examined the problem involved in application of marketing research in small-scale enterprises.
The research methodology of this study is based on primary and secondary data, the research at the Global Soap and Detergent Industries covers all the departments in the organization, the population size comprises 75 workers and only 40 staff Sample size was selected, this study adopts simple percentage technique to present and analyze.
The data gathered via questionnaire, the test and re-test method was also employed in the study to determine the reliability of the data collected from the respondents.
Based on the findings, the study has empirically investigated marketing research as a variable in small-scale enterprises; it reveals that marketing research has an advisory role in the organization.
It can be used to acquire and analyze information and to make recommendation as to know how marketing problems can be solved the information received has enabled the management to evaluate and appraise the performance of the enterprises.
Lastly, from the information gathered and received from the research, it was discovered that marketing research is very essential as a tool, which can bring about the successful of small-scale enterprises.
TABLE OF CONTENTS
Title Page i
Table of Contents v
1.1 Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objective of the Study 3
1.4 Scope of the Study 4
1.5 The Significance of the study 5
1.6 limitations of the study 5
1.7 Historical Background of Global Soap and Detergent 6
1.8 Definitions of terms 9
2.1 Brief History of Marketing 10
2.2 Marketing Research in Perspective 11
2.3 Sources of Marketing Research Information 13
2.4 The Importance of Marketing Research 15
2.5 Barriers to the Use of Marketing Research 17
2.6 Meaning of Small-Scale Enterprises 19
2.7 Types of Small-Scale Enterprises 20
2.8 Problems of Small-Scale Enterprises 21
2.9 Measures taken by Government to Enhance Small-Scale Enterprises 24
2.10 Procedures of Market Research and Small- Scale Enterprises 25
2.11 Some Areas of Marketing Research 34
2.12 Limitation of Marketing Research 36
3.1 Introduction 39
3.2 Methods of Data Collection 39
3.3 Population Size 41
3.4 Population Sample 42
3.5 Method of Data Analysis 43
3.6 Validity and Reliability of Research Instrument Used 43 CHAPTER FOUR
DATA PRESENTATION ANALYSIS AND INTERPRETATION
4.0 Introduction 44
4.1 Analysis of the Response by the Staff of
Global Soap and Detergent Industries Limited 46
4.2 Test of Hypothesis 56
SUMMARY, CONCLUSION AND RECOMMENDATIONS OF THE STUDY
5.1 Summary of the Study 60
5.2 Conclusion 61
5.3 Recommendations 62
Consults, E. (2022). MARKETING RESEARCH AS A SURVIVAL INSTRUMENT FOR SMALL SCALE ENTERPRISES A CASE STUDY OF GLOBAL SOAP AND DETERGENT INDUSTRY LIMITED, ILORIN, KWARA STATE. Afribary. Retrieved from https://afribary.com/works/marketing-research-as-a-survival-instrument-for-small-scale-enterprises-a-case-study-of-global-soap-and-detergent-industry-limited-ilorin-kwara-state
Consults, Education "MARKETING RESEARCH AS A SURVIVAL INSTRUMENT FOR SMALL SCALE ENTERPRISES A CASE STUDY OF GLOBAL SOAP AND DETERGENT INDUSTRY LIMITED, ILORIN, KWARA STATE" Afribary. Afribary, 16 Aug. 2022, https://afribary.com/works/marketing-research-as-a-survival-instrument-for-small-scale-enterprises-a-case-study-of-global-soap-and-detergent-industry-limited-ilorin-kwara-state. Accessed 27 Nov. 2022.
Consults, Education . "MARKETING RESEARCH AS A SURVIVAL INSTRUMENT FOR SMALL SCALE ENTERPRISES A CASE STUDY OF GLOBAL SOAP AND DETERGENT INDUSTRY LIMITED, ILORIN, KWARA STATE". Afribary, Afribary, 16 Aug. 2022. Web. 27 Nov. 2022. < https://afribary.com/works/marketing-research-as-a-survival-instrument-for-small-scale-enterprises-a-case-study-of-global-soap-and-detergent-industry-limited-ilorin-kwara-state >.
Consults, Education . "MARKETING RESEARCH AS A SURVIVAL INSTRUMENT FOR SMALL SCALE ENTERPRISES A CASE STUDY OF GLOBAL SOAP AND DETERGENT INDUSTRY LIMITED, ILORIN, KWARA STATE" Afribary (2022). Accessed November 27, 2022. https://afribary.com/works/marketing-research-as-a-survival-instrument-for-small-scale-enterprises-a-case-study-of-global-soap-and-detergent-industry-limited-ilorin-kwara-state