ABSTRACT

This study focuses on marketing research as a strategic tool for achieving organizational sales objective in the manufacturing industry. The study was carried out in Unilever Nig. Plc Lagos. The specific objectives of this study include to examine how marketing research increases sales growth and the tool used for this study is Pearson Product moment correlation and a total number of 146 employee of Unilever Nig. Plc Lagos was used during this study. Based on the objectives of this study, data analysis and discussion of findings and field work information, the following findings were summarized that marketing research increase sales growth. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of contents vi

Abstract ix

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of the Problem 2

1.3 Objectives of the Study 3

1.4 Research Question 4

1.5 Hypothesis 4

1.6 Significance of the Study 4

1.7 Scope of the Study 5

1.8 Limitation Study 5

1.9 Definition of Technical Terms 5

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1. Conceptual Framework 6

2.2 Review of related literature 8

2.2.1 Increasing sales growth in an organization 8

2.2.2 Marketing research and product development 16

2.2.3 Application of marketing research in enhancing effective 

product planning and development 20

2.2.4 The role of marketing research on sales and profit 24

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 Research design 27

3.2 Study Area 27

3.3 Source of Data and Method of data Collection 27

3.4 Population of the Study 27

3.5 Sampling Procedure and Sample Size 28

3.6 Validity of the Instrument 29

3.7 Reliability of the Instrument 29

3.8 Method of Data Analysis 29

3.9 Model Specification 29

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 data presentation 31

4.2 Data Analysis 34

4.3 Test of hypothesis 36

4.4 Discussion of findings 39

CHAPTER FIVE 

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 

5.1 Summary of findings 41

5.2 conclusions 41

5.3 recommendations 42

Reference 

Appendix