THE IMPACT OF MARKETING RESEARCH ON DECISION MAKING
- Project Research
- 1-5 Chapters
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- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
This study examines the impact of marketing research on decision making. Specifically, the study examines whether the Nigerian Bottling Company make effective decision by employing marketing research, examines whether marketing research help the Nigerian Bottling Company in serving the customers better, examines whether the adoption of marketing research promote competitive advantage for Nigeria Bottling Company. The study employed the survey descriptive research design. A total of 30 responses were validated from the survey. The study adopted the balanced scorecard theory. From the responses obtained and analysed, the findings revealed that the Nigerian Bottling Company make effective decision by employing marketing research. Furthermore, marketing research help the Nigerian Bottling Company in serving the customers better. The study organizations must scan and research on their environment before making decisions and bench marking their competitors in order to act in response to any threats and opportunities. More so, organization must commit adequate resources into strategic marketing research. These resources must include materials; human input and technology to enable them strive for competitiveness and play a leading role in the industry.
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