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Abigail HND Final
Abigail HND Final
OZELE ABIGAIL
MATRIC NO: SBS/6121146737
OCTOBER, 2014
CERTIFICATION
We, the undersigned certify that this project titled “Marketing Research
Polytechnic, Auchi.
quality for the partial fulfillment of the requirements for the award of
Management.
___________________ ________________
MR. V.A. UMORU Date
Project Supervisor
___________________ ________________
MR. S.E. IMIANVAN Date
Head of Department
Business Administration & Management
___________________ ________________
MR. F.A. OGEDENGBE Date
Programme Coordinator
i
DEDICATION
ii
ACKNOWLEDGEMENTS
adoration to God Almighty for his divine love, protection, guidance, good
successful completion.
First, I acknowledge my parents Mr. and Mrs James Ojie Ozele for
supervise this project under his busy schedule and also to my HOD and
Sisters, Dr. Kingsley Ozele, Joshua Ozele, Emma Ozele, Faith, Mercy,
I say a big thanks to you all. With deep gratitude, Lord Jesus, I give
iii
TABLE OF CONTENTS
Title Page
Certification --------------------------------------------- i
Dedication --------------------------------------------- ii
Abstract --------------------------------------------- iv
References ---------------------------------------------- 44
Appendices ---------------------------------------------- 46
v
ABSTRACT
This project work focuses on the marketing research as a tool for
increased profitability in service industry (case study of survey industry
in Auchi. This study
vi
CHAPTER ONE: INTRODUCTION
1
of pricing, distribution and promotion activities. Some large companies
2
and its place in service business so as to influence future marketing
operations.
intention.
the tune of the study by indicating or showing clearly the gap which the
by the corporation.
2. To find out the medium through which the research was created.
research.
industry.
hospitality industry.
industry.
Ho: Marketing research does not increase the number of policy holders.
industry.
industry.
in that it would inform them more about the reaction of their research
4
activities and in turn being a profitable return for management to
understand how the research has created work on the tagged audience,
the better will its planning and decision be in future, similarly to the
Finally, this study would help the researchers and the readers to
factors involved.
problem solving.
buy in order to provide services, are activities or benefits that one party
can order to another that is intangible and does not result in the
social sciences designed essentially for taking risk and risk taking
company in which one pays them regular amount of money and they
stated time under ideal conditions. Ideal condition takes place when
6
there is no environmental changes, showing that all resources for
production are available and all the firms in the industry are available
Risk: Is the variability that is likely to occur in the future return from a
project.
7
CHAPTER TWO
LITERATURE REVIEW
difficulties which can be traced to the fact that the field depends on
policy for future markets and help to answer question on what quantity
at what price, to which customers the products are meant for. It involves
gathering, recording and analysis of a all facts and data concerned with
the transfer of goods from the producers to the customers. Its also
8
Nwokoye (1985) stated that marketing research provides valuable
information for the planning of the marketing mix. He further stated that
research reveals the product features that are popular, reveal price
ranges that are acceptable to buyers, reveal, etail outlets that can favour
the buyers and what media that buyers are likely to be reached when the
he is likely to reap full benefit from it. He also stated that “marketing
keep themselves in touch with the needs and wants of those who buy
of any problem in the field of marketing. This goes beyond the confines
9
of market research with its emphasis on the measurement of analysis of
the four classes or conditions viz certainly with respect to each course of
Green and Tull are of the opinion that will have problems
risk within tolerable limits and human behaviour and in the face of
He must deal with the interplay of values, factors and non factors admist
he struggles of human and social values against machines and fair profit
marketing research.
authors, but all these definitions is aimed at finding out the needs of
organizations obtain what they need and want through creating and
11
The process by which companies create values for customers and
customers in return.
2001).
objective.
process.
these issues, design the method for collecting information, manages and
12
implements the data collection process, analysis the results and
process.
sound decision.
marketing problems.
competition compared to some arbitrary base year but rather why and
how such losses can be prevented in the future. He believes that the
success or failure of the firm is the industry depends upon its ability to
forecast the nature of their services. Firms should state with marketing
services industries are able to identify exactly what the customers wants
and needs. Following this therefore, the service firms trail their product
and profits.
theory.
He also opined that certain hurdles often see in the way of the
may be detective.
15
b. Poor administrative and research climate which sterms from
cases the research does not know where to begin and where to
end.
Exploratory Research
statements.
because it exposes the gap that exist in the previous studies which the
opine that the success of any research endeavor is directly related to the
perhaps nor apparent on the surface and yet exist or are likely to arise in
greater their risk the more justification exist for investing in the
defective, the resultant finding is not in the position to fufil its purpose
18
probably because of certain inadequacies, brases in sampling, non-
sampling errors. And data collection e.t.c. the effort could be regarded
as an exercise in futility.
and problems.
iii. To win competitors, remain on top and gain more prospects for
patronage.
19
iv. To sell off the company’s product and service.
survive and are compelling them to be more discerning in the facts data
on which they base decision that affect their customers patronage. There
them more than the other competitors. Any business hoping to achieve
this must improve on the quality of data that inform its decision. This
products, price , place and promotion that the firm blends to produce the
the following:
20
Product: The goods and services combination the company offers to the
target market.
Price: The amount of money customers have to pay for a certain service
Place: This includes the company activities that make the product
People: This is the caliber for employees publics and the services
Process: How customers are serviced and the range of support service
available to them. Have the speed and potential of the services provided,
Packaging Inventory
i. decisive interviewing
was found that the third one is perhaps the greatest threat. If
in legitimate research
22
The nature and the role of marketing research can be better
market place. In recent years, many factors have increased the need for
international scope. The need for information on larger and more distant
timely information.
23
CHAPTER THREE
RESEARCH METHOD
study.
that one should state the expedient in that, it helps to provide the context
undertaken.
and owners of hotels in Auchi, together with all the workers which
This researcher shall make use of sample whose size shall be 130
representing 10%.
24
The sample random technique shall be used by the researcher to
The data used for this research were gathered from both primary
because this part helped the researcher to get first hand information from
the customers.
Primary Data
Secondary Data
These are source used in collecting secondary data. They include several
test to analyse and test the hypothesis. This will enable the researcher to
X2 = (0-e)2
e
e is expected frequency
The degree of freedom that is k-I for one test and (k-i) (r-i) for
rejected while on the other hand if the calculated X 2 is less than the table
26
CHAPTER FOUR
INTERPRETATION
industry in Auchi.
representing 67% were retrieved and 33% were not retrieved, since the
retrieved then the research decide to continue with the study by the data
27
Table 4.2: Status of Respondents
representing 40%.
range of 36-45 and the reimagining 2 are in the range of 46 and above
representing 10%.
Table 4.5
population agreed that they know about hospitality industry why the
Table 4.6
Table 4.5
Table 4.5
30
From the table above, 15 respondent representing 75% of the
table population agreed that they patronized the hotel while the
Table 4.6
have been patronizing the hotel since six months ago while 5 respondent
years.
Table 4.7
31
From the above table, 12 respondent representing 60% of the
service ?
Table 4.8
disagreed.
Table 4.9
32
From the table above table shows that 12 respondent representing
60% said they find hotel reliable and 5 respondent representing 25 said
Table 4.10
Question 11: How do you rate the services of the hotel generally?
Table 4.11
of the total population rate the hotel as a very good one while 5
one.
other hotels?
Table 4.5
80% agreed that uyi grand hotel is good compared to other hotels in
Hotel?
Table 4.13
34
Question 14:Do promotional strategy effect their management?
Table 4.5
representing 5% disagreed.
Table 4.15
of their services.
35
Question 16:Do promotion activities leads to increase in the
organization patronage?
Table 4.16
Hypothesis I
Hotel.
Hotel.
Table 4.17
Expected value = 20 = 10
20
36
Significant table
X2 = e (0-e)2 = 16.2
E
Degree of feedom
(r-i (r-i)
(2-1)(2-1)
1x1 =1
X2 16.2
reject the null hypothesis (ho) which states that promotional strategies
Hypothesis II
37
Ho: Promotional strategies activities lead to increase in awareness of
Table 4.18
Expected value = 20 = 10
20
Significant table
X2 = e (0-e)2 = 9.8
E
Degree of feedom
(r-i (r-i)
(2-1)(2-1)
1x1 =1
X2 9.8
38
Since the calculated X2 is greater than the calculated table value, we
reject the null hypothesis (ho) which states that promotional strategies
Hypothesis III
patronage.
Table 4.19
Expected value = 20 = 10
20
Significant table
X2 = e (0-e)2 = 5.0
E
Degree of feedom
(r-i (r-i)
39
(2-1)(2-1)
1x1 =1
X2 5.0
reject the null hypothesis (ho) which states that promotional strategies
activities does not lead to increase student patronage and accept the
respondent representing 15% said they patronize both global and within.
40
CHAPTER FIVE
RECOMMENDATIONS
d. That survey hospitality industry has not fully identified the need
5.2 Conclusion
analysis and reporting a data and finding that are relevant to a specific
secondary sources and these data are applied in various ways like for
consultancy firms.
marketing research because of the cost involved and the subjectivity and
5.3 Recommendations
42
Having carefully carried out the research on marketing research as
policy holders and also a check and maintain the profit laced of the
activities like survey and other tools available to them in performing the
and the role it could play for a firm to remain competitive. More budgets
market.
beyond its control, therefore, further research into this topic can be
Further study can be conducted on this topic to find out how to calculate
due to the fact that the researcher study was only limited to the
44
APPENDIX II
Questionnaire
Yes [ ] No [ ]
Yak hotel [ ]
] Advertisement [ ]
Yes [ ] No [ ]
45
5. Have you experienced any kind of challenges or difficulty in
Yes [ ] No [ ]
[ ]
services?
Yes [ ] No [ ]
Yes [ ] No [ ]
others?
Yes [ ] No [ ]
12. Can you encourage any one to patronize the services of Uyi
Grand Hotel?
Yes [ ] No [ ]
46
13.Do promotional strategy effect their management?
Yes [ ] No [ ]
Yes [ ] No [ ]
people patronage?
Yes [ ] No [ ]
47