ABSTRACT
This research study focused on the effect of direct marketing on the organizations performance. It aimed at highlighting how direct marketing campaigns enhance various marketing alternatives.0
The study also investigated attitudes and several behavioural differences both on the side of the marketing organization and its customers. Two hypotheses were tested about the effect of direct marketing on performance in a factorial experimental design involving one hundred (100) potential respondents from International Tools Limited and UBA Plc to determine and ascertain a comparative view on the research topic.
The result indicated a very high correlated relationship between the variables, hence ascertained that the rate of performance in both organizations depends on the direct marketing methods used. Tools used to ascertain this result includes statistical description methods such as frequencies, percentages, chi-square analysis. Further, the Pearson Product Moment Correlation Coefficient (PPMCC) was used to ascertain the rate of relationship between the variables.
The study revealed that both organizations conduct continuous environmental scanning in order to fill the purse of their target customers and relate their findings to meaningful improvement to product quality. There is indeed a difference in the use of direct marketing according to the performance of the organization.
TABLE OF CONTENT
PAGE
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content vi-vii
CHAPTER ONE
Introduction
1.1Background to the Study1-2
1.2Statement of Problem2-3
1.3Objectives of the Study3-4
1.4Research Questions4
1.5Research Hypotheses5
1.6Significance of the Study5
1.7Scope and Limitations of the Study6
1.8Operational Definition of Terms 6-13
CHAPTER TWO
Literature Review
2.1Introduction14
2.2What is Direct Marketing?15-17
2.3The Effects of Direct Marketing on Performance 17-18
2.4The DMA WEFA Studies of 1999-200419
2.5An Overview of Direct Marketing20-22
2.6Case Study22-23
2.7Direct Marketing and the Banking Industry in Nigeria24-26
2.8Direct Marketing in the Engineering Sales and Service Industry26-28
2.9Direct Marketing Outcomes28-31
References32-34
CHAPTER THREE
Research Methodology
3.1Introduction35
3.2Research Design35
3.3Restatement of Research Question and Hypotheses36
3.4Characteristics of the Population of Study37
3.5Sample and Sampling Techniques37
3.6Data Collection Instruments38
3.7Administration of Data Collection Instrument38
3.8Validity and Reliability of Data Collection Instrument38-39
3.9Limitations of the Methodology39
References40
CHAPTER FOUR
Data Presentation, Analysis and Discussion
4.1Introduction41-58
4.2Test of Research Hypotheses58-65
4.3Discussion65-66
4.4Correlating the Variables from both Organizations66-67
References68
CHAPTER FIVE
Summary of Findings, Conclusions and Recommendations
5.1Summary of findings69-70
5.2Conclusions70-71
5.3Recommendations71-72
Bibliography 73-75
Appendix 1 76
Questionnaire77-82