ABSTRACT

This study was able to examine the Effect of Marketing Research on Market Performance of Selected Small Scale Enterprises in Abia State. The specific objectives are to ascertain whether small scale business operators are involved in marketing research, to ascertain whether the inputs from decision makers are necessary in the marketing research process, to ascertain whether results gained from marketing research are capable of improving sales performance of small scale enterprises, and to ascertain whether results gained from marketing research are capable of giving small scale business operators any competitive advantage. The study was carried out in Abia State. In the course of this research work the researcher made use of a well structured questionnaire which was distributed to the management and employees of the selected enterprises in Abia State. The sample size of this research work is 133 which were computed through Taro Yamen formula from a population of 200. The data collected from this work was duly analyzed using simple percentage and multiple regression model. After the study, the researcher discovered that most small scale enterprises do not carry out marketing research and concluded that marketing research contributes positively to the market performance of the selected enterprises in Abia State. Also, the researcher recommended that marketing research should form the basis of all marketing activities.