MARKETING RESEARCH AS A INSTRUMENT FOR INCREASED PROFITABILITY IN SERVICE COMPANY

ABSTRACT

This study examines marketing research as a Instrument for increased profitability in service company taking Ogechikammer Company Ebonyi State as a case study. Marketing research can be seen as the application of the scientific method of inquiry in helping marketers to better understand and define their problems and find appropriate solution to them some of the objectives of the study include:.  To examine critically the level of marketing research applied by Ogechikammerin their service delivery. To find the medium through which the research was created. To ascertain customer’s perception of the research message, and whether the claims in the message actually satisfies the needs and wants of the customers.    To find the different research Instruments used by the organization.         To find if the research conducted have actually increased the growth and profitability of the corporation. In the course of solving the research problems, both primary and secondary data were collected with much emphasis on primary data which helped the researcher to get first hand information from the customers and staff of Ogechikammer from the comprises the staff and management, the customers (policy holders) and the agents. The research instruments used for this study were the questionnaire surveys and personal or face-to-face interview. The questionnaire was the major research instrument used in the study, which was administered to the staff of Ogechikammer Company, policyholders and agencies. In determining the sample size, the researcher covienenrently fixed the sample size at 160 for the customer (policy holders) of Ogechikammerand 20 for the agents. This brings the total number of questionnaire distributed to 220.   In organizing and presenting data collected, tables and percentages were. The level of significances used is 5%. The various hypotheses were tested using the chi-square.