MARKETING RESEARCH AS A SURVIVAL INSTRUMENT FOR SMALL SCALE ENTERPRISES A CASE STUDY OF GLOBAL SOAP AND DETERGENT INDUSTRY LIMITED, ILORIN, KWARA STATE

ABSTRACT

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

Certification ii

Dedication iii

Acknowledgement iv

Table of Contents v

CHAPTER ONE

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

CHAPTER TWO

LITERATURE REVIEW

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

CHAPTER THREE

RESEARCH METHODOLOGY

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

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS OF THE STUDY

5.1 Summary of the Study  60

5.2 Conclusion  61

5.3 Recommendations  62 

BIBLIOGRAPHY  64 

QUESTIONNAIRE  65