IMPACT OF MARKETING RESEARCH IN ACHIEVING ORGANIZATIONAL GOAL

ABSTRACT

The relevance of marketing information system in the achievement of organizational objective is focus of the research study using Nigeria Bottling Company (NBC) Owerri as a case study. Marketing information system helps to provide data with which the organization carries out its various function. Any organization that operates with the aid of a well-organized marketing information system will achieved its objectives and quality services will be rendered in the case of service orientated organizations. This also implies that there will be improved managerial functions such as planning, organizing, controlling, decision making etc. in the organization. A total of eight copies of the questionnaire were given out to retrieve information from the respondents. Data gotten were analyzed using simple percentage method in a frequency table. It was found that marketing information system is relevant in achieving organizational objectives. Recommendations and conclusion was drawn based on the findings of the research.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The essence of this researcher on this particular topic is to know the impact of marketing research in the achievement of organization objective no meaning full decision is made without information and therefore information is a data that have been processed, interpreted and under stood by the recipient of the massage. This success of any organization is rooted mostly around the amount and quality of information they get. Many scholars believed that to manage a business well is to manage its future and to manage its future is to manage information. For that we now look at the important of information:

Information tend to cover various areas of marketing operational areas

Information will keep organization afloat on what is happening in the labour market for that reason, most specialized areas of management have their professional informat6ion system especially with the advent of computer technology in the 1950’s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from point we now define organization as a combination of people or individual effort purposes called organization goal. Marketing information system (MKIS) consist of people, equipment and procedure to gather sort, and analyzed, evaluate and distribute accurate, timely and pertinent information. Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decision. Data is regularly collected; they are continually updated as environment condition changes. The data are converted into useful information e.g. sales figure may be translated into a plan for production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasis on information system as it influence effective performance in the manufacturing organization.

The Nigeria bottling company plc (NBC) has been operating in Nigerian since 1951. it is controlled by leventis group, an organization that has extensive trading and manufacturing interest in Nigeria and West Africa. The company is a multinational company that is into the production of beverage drinks such as coca cola, Fanta, Sprite, Schweppes, Eva water and five Alive. It’s head office in Nigeria is located at lddo house, Lagos. It has facilities and over 80 distribution ware houses across Nigeria. The Owerri plant started operation approximately in 1986 in Owerri. It started with the production of coca-cola (coke) Fanta and sprite before other brands were added.

This success of any organization is rooted mostly around the amount and quality of information the get. Many scholars believed that to manage a business well is to manage its future and to manage its future is to manage information. For that we now look at the important of information: Information tend to cover various areas of marketing operational areas

Information will keep organization afloat on what is happening in the labour market for that reason, most specialized areas of management have their professional informat6ion system especially with the advent of computer technology in the 1950’s which makes it easy to transmit information directly from the operating level to the highest authority without obstructing from point we now define organization as a combination of people or individual effort purposes called organization goal. Marketing information system (MKIS) consist of people, equipment and procedure to gather sort, and analyzed, evaluate and distribute accurate, timely and pertinent information. Differently put, it is an orderly procedure for the regular collection of raw data both internally and externally and conversion of these data for marketing decision. Data is regularly collected; they are continually updated as environment condition changes. The data are converted into useful information e.g. sales figure may be translated into a plan for production in the coming week or for increasing or decreasing the budget for production. Manufacturing organization performance revolves around those types of information and management information that will emphasis on information system as it influence effective performance in the manufacturing organization.

1.2  STATEMENT OF PROBLEM

Observation has proved that for an organization to function very well and for it to have dynamic and flexible outcome of production it depends largely on the proper use of marketing information system to minimize risk and about failure in manufacturing organization. The essence of this study is show the relevance of (MKIS) to marketing and in facilitating decision making of marketing and also to determined the extent to which it has enable planning control and operation all functions of an organization planning requires marketing information system, the marketers have to retrieve information accurately from difference reliable sources to enhance quality decision making marketing information system aid the reception.

That most organization don’t have effective information system and if they have their information are not effective as to its role toward goals objective attainment. Most marketers are governed by institution and judgment as to what cause of action to follow in their planning and decision making function, many of them as a matter of facts don’t make use of the information supplied to them from within and outside the organization and if they do to some degree, they don’t make optimum use of the dada received about the business environment. There is also problem of evaluating the impact of marketing information system towards the achievement of objective many marketers are yet to capitalize and utilize information for decision making and goals attainment. Therefore the questions are as to whether marketing information system enable organizations to achieve their objectives.

1.3  OBJECTIVE OF THE STUDY

The general objective of this study is to appraise the relevance of marketing information system in the achievement of organizational objective with a specific reference to Nigeria bottling company. However, the specific objectives are to;

• To determine how marketing research aids in the achievement of organization objective based on improved marketing performance.
• To ascertain whether the use of marketing in intelligent system contribute significantly to the accuracy of marketing information system.
• To determine whether marketing internal reporting system contributed to the attainment of the organization objective.
• To determined the relevance of analytical marketing system to achievement of organization objectives.
• To make necessary recommendations on how to improve the effectiveness of marketing intelligence system.

1.4 RESEARCH QUESTION

The following questions would be addressed:

1. Organizations objectives based on improved marketing performance.
2. Does the used of marketing intelligence system contribute significantly the accuracy of marketing information system?
3. Does marketing internal reporting system contribute to the attainment of organization o0bjectives?
4. What is the relevance of analytical marketing system in the achievement of organizations objectives?

1.5  SIGNIFICANT OF THE STUDY 

The significance this study deals with several benefits derivable from the project work and then the people that will be benefiting from the project work. This people are.

1. The researcher: the research work will be a the great work to the research in the sense the it will tend to enlighten him/her on the procedures on how to conduct a research.
2. The company itself: the research work would go a long way in educating the firm on how to have an improved marketing information system.

1.6  SCOPE OF THE STUDY

The case study for this undertaking is restricted to Anambra Imo River Basin Development Authority Owerri Imo state. The finding from the study of impact of marketing research AIRBD will be used to generalize the effectiveness of marketing research in Anambra Imo River Basin Development Authority Owerri and other organization making use of information system.

As the above statement indicate the entire study focuses in (NBC) as an instrument of the federal government in realizing its goals of making information.

1.7  LIMITATION OF THE STUDY

In an undertaking of this nature it demands that a lot of resources, time, energy; intellectual ability and carefulness should be expanded. There is no doubt that there should be limitation and obstacle looming largely ahead trying to prove insurmountable of all the limitation is time factor which tends to the most crucial in spite of the lengthy period allowed. The researcher lots of problem came in between to consume most of the time that would have been useful to the researcher. This ranges from time to financial resources limitations.

1.8  DEFINITION OF TERMS

MARKETING: is the identification and satisfaction of consumers needs and wants through exchange process.

INFORMATION: Information is anything capable of affecting the uncertainty associated with a given situation.

OBJECTIVE: Objective are broad and qualitative statement about the organization performance.

GOAL: A goal refers to the end toward which activity is aimed.

DATA: Data is simply defined as any figure, word, letter, charts or symbols that attempt to convey a condition, situation or idea.

ORGANIZATION: An organization is a combination of people or individual effort, working together in order to achieve an organizational goal.