ASSESSMENT OF THE IMPACT OF MARKETING RESEARCH ON PROFITABILITY
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- NGN 3000
ABSTRACT
The study reviews the need for marketing research in a business organization set to make profit. The company under study Coca-Cola Nigeria Plc Edo state, prove to be one that have imbibed the culture of the marketing research. The general statistics from data gathered indicated that the staffs of the company are aware of the benefit derivable from marketing research. The data also shows that the company presently embarks on research effort, not depending on government assistance. The strategies are steam from findings got from marketing research made. The various types of research were also rewarded in the study. The fact that marketing research may be disadvantageous under some situation was also considered.
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