CHAPTER ONE

1.1       INTRODUTION

Marketing research is a systematic design, collection, analysis and reporting of data finding relevant to a specific marketing situation facing the company. It is also the activity of presenting, advertising and selling a company product in the best possible way.

     Marketing research is also a systematic approach to the development and provision of information for marketing decision making.

     The collection and provision of information by market research is systematic. It is planned and well organized progress. The method of obtaining information is objective or by interview process.

     Since data are pieces of information it is through the research process that the data collected take on meaning and become information until it is being process into a meaningful information before it become an information;. Information is gathered through marketing research for purpose, it is used by marketer’s to make accurate decisions.

     Marketing research is an encompassing term covering research in virtually all aspects of marketing activities including business, economic, corporate research, advertising research product research, sales and marketing research. “To manage a business well is to manage its future and to manage its future is to manage its information”. Therefore marketing executive must be future oriented. That is they must be

a.       Anticipate change

b.      Forecast the direction and intensity of the changes

c.       And adjust their strategic marketing planning in line with these changes.

To do these marketing manager need a lot of information’s about potential markets and environment force. It is essential that marketing manager understand the research process. They research face in order to evaluate the research effectively. Marketers used a very large amount of research information and in using it they must be it is “as error free” as is humanly possible. As matter of fact obtaining accurate information is a major goal of the research process. Marketing researcher try very hard to eliminate error that can creep research is to reach conclusion and to make recommendation that the marketing manager can use in solving a particular problems. Obviously, if the researcher are collecting information and in drawing conclusion, the market is likely to be given incomplete and accurate. Information a result he or she may make decision. To avoid this situation, marketing researchers attempt to apply the scientific method by concluding their assignment. That is they emphasis objectively and accuracy in collecting information to solve a problem.

The essence of marketing is that, a firm will produce what it can sell rather than what it can produce.

Marketing therefore, require an assessment of consumers needs through research and the orientation of all firms activities toward the satisfaction of those needs.

According to David Hughe and Donald. Donald competently managed enterprise today attempt to realized the marketing concept or orientation if its total efforts to the satisfaction of the market. That attempt can succeed only when they has accurate and up to date knowledge of the ultimate buyer whose decision and motivation should be its guiding star. Peter M. Donald, supports the above ascertains by staling that marketing research is a fact finding process, logical and essential for successful marketing and adoptable to the requirement of the firm operating in market of all kinds.

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