Marketing Research As A Tool For Increased Profitability In Banking Industries In Umuahia, Abia State, Nigeria. (A Study Of Ecobank Plc)

ABSTRACT

Marketing information and its reliance is designing marketing strategy has become important in the companies. It is based on this background that the research investigated "Effect of Marketing Research on the Performance in the • Banking Sector . In the research process, a sample size of 35 was adopted from • a population of 50. These was computed from a purposive non-probability sampling methods, whereby a 75% of the population was adopted. Questionnaires were designed to complete primary data which were later analyzed with simple percentage and presented in table. The research hypotheses were tested using correlation. After the study, the researcher concluded that marketing research enhances profitability. Therefore •the researcher recommended that marketing research should be adopted in the Banking sector.