Marketing Research As A Tool For Increased Profitability In Service Industry (A Case Study Of Nicon Insurance Company Plc)

📄 Project Abstract

This study examines marketing research as a tool for increased profitability in service industry taking NICON Insurance Company Enugu State as a case study. Marketing research can be seen as the application of the scientific method of inquiry in helping marketers to better understand and define their problems and find appropriate solution to them some of the objectives of the study include: 1. To examine critically the level of marketing research applied by NICON Insurance in their service delivery. 2. To find the medium through which the research was created. 3. To ascertain customer's perception of the research message, and whether the claims in the message actually satisfies the needs and wants of the customers. 4. To find the different research tools used by the organization. 5. To find if the research conducted have actually increased the growth and profitability of the corporation. In the course of solving the research problems, both primary and secondary data were collected wit...