ROLE OF MARKETING RESEARCH IN GAININGMARKET SHARE.

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(A STUDY OF GLOBALCOM NIGERIA LIMITED)

ABSTRACT

The study aims at integrating the organizations activities and focuses on the needs of the market place. However, it is basically concerned with prediction of sales of product among other things. As long as problem exist within the marketing system the need for research cannot be over simplified in marketing. Before customers’ needs and wants can be met organizations must find out: who these customers are? What they want or need? How they want them? etc. This obviously brings about the study into the topic: Role of Marketing Research in Gaining Market Share.

Market share is however, a very vital aspect of organizational growth. It is an indicator of the success of a company’s marketing policy.

The fundamental problem faced by organisations is the challenge and difficulty of market penetration and the difficulty of organizations in gaining market share due to lack of useful information, thus the objective of this research work is to identify the purpose and the effectiveness of marketing research in gaining market share in an organization.

The research work adopts primary and secondary data. The primary data is basically through the mode of a well prepared close – ended questionnaire answered by 40 Globacom staff at Globalcom headquarters, Lagos and 60 Globalcom subscribers at Ojodu, Lagos. The secondary data used are materials adequate to form good value judgment of the work. Amongst which are materials gotten from Globalcom library, internet and website browsing, journals, magazines and literature review gotten from newspapers and textbooks.

The study noted that marketing managers should make it a point of duty that their products are accepted without which chances of survival are very slim. Thus, marketing research is an enabling tool for solving marketing problems as well as a vital tool for gaining market share.

In conclusion, it was deduced that organization can achieve and attain their objectives as well as increase their market share through the effective use or marketing research.

TABLE OF CONTENTS

Pages

Title Page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract v

Table of Contents vi

CHAPTER ONE: INTRODUCTION

1.1 Background of Study 1

1.2 Statement of the Problem 3

1.3 Objective of Study 4

1.4 Research Questions 4

1.5 Research Hypotheses 5

1.6 Significance of the Study 6

1.7 Scope of the Study 7

1.8 Limitation of the Study 7

1.9 Historical Background 8

1.10 Definition of Terms 11

References 14

CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction 15

2.1 Definition of Research 17

2.2 Definition of Marketing Research 19

2.3 Reasons for studying Marketing Research 20

2.4 Application of Marketing Research 24

2.5 Marketing Research Process 28

2.6 Marketing Research: Measuring Marketing Productivity 38

2.7 Market Share 40

2.8 Marketing Research and Globalcom‘s’ Market Share Acquisition and Development 46

2.9 Organizational Chart of Globalcoms Limited 49

References 50

CHAPTER THREE: RESEARCH METHODOLOGY

3.0 Introduction 52

3.1 Research Method 52

3.2 Research Design 52

3.3 Data Collection Instrument 53

3.4 Population 54

3.5 Sampling Decision and Procedure 54

3.6 Method of Data Collection 55

3.7 Re-statement of Hypothesis 56

3.8 Data Treatment Techniques 56

References 59

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 Introduction 60

4.1 Data Presentation and Analysis 60

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