CHAPTER ONE 1.1     INTRODUCTION It is generally agreed that the health of a company organization depends, on its capacity to interpret the behavior, attitudes and needs for the individual consumers or industrial users who make up its market. To this end, according to Donald (1990:5) marketing research comes play, according to him will assist firms in recognizing and reaching to marketing opportunities and problems. The term marketing research covers a wide variety of activities all of which provide information intended to improve the ability of managers to make better decisions concerning the marketing of products, services, concept, and ideas in an organization. The importance of marketing research has grown considerably in recent years as it has become more obvious to marketers that accurate and timely information as needed concerning the consumer and the market place in order for the best possible decisions to be made regarding the various elements of the marketing program (Barner, 1991:4). Kotler (1996:124) stated that in the long history of business management has often devoted most of its attention t managing money, materials, machines and men. Today, management has recognized the critical importance of a fifth resources: information. The role which information plays in any business cannot be over emphasized in recent times. Understandably, adequate information is the likeblood of decision making profit margin can be enlarged, product, product features enhanced and customer’s satisfaction guaranteed if sufficient and reliable marketing information could be obtained.

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