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THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS (A CASE STUDY OF SOME SELECTED MANUFACTURING FIRMS IN OWERRI METROPOLIS)

MARKETING RESEARCH PROJECT TOPICS AND MATERIALS

ABSTRACT

 This research work examine the relevance of marketing research in enhancing the service level of manufacturing firms and to achieve the purpose of the study, past contribution and opinions of experts were reviewed.The research design adopted in carrying out this research work is quasi-Experimental design and primary data was collected with the aid of questionnaire from thirteen (13)  respondents drawn from three small scale firm in Owerri. The  data was subsequently analyzed using frequency table. After critically analyzing the data,  the following were the findings, that there is a significant relationship between marketing research and service level of manufacturing firms and secondly, moderating factor  do interfere in relationship between marketing research and the service level of manufacturing firms and recommendation were made, that firms should be enlightened on the relevance of marketing research and how it effects marketing performance positively, adopt modern technology, improve the quality of services in other to have an edge over competitors and finally they should update technological tools to suit current ,market situation.

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