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MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY IN SERVICE INDUSTRY (A CASE STUDY OF NICON INSURANCE COMPANY PLC)

 

TABLE OF CONTENT

 

Title Page                                                                        i

 

Certification Page                                                          ii

 

Dedication                                                                      iii

 

Acknowledgement                                                          iv  ABSTRACT                                                                              v

 

Table of Content                                                             vi

 

CHAPTER ONE

 

1.1      Background Of The Study                                                1

 

1.2      Statement Of The Problem                                       3     

 

1.3      Objective Of The Study                                            4

 

1.4      Research Hypothesis                                                       5

 

1.5      Significance Of The Study                                                5

 

1.6      Scope Of The Study                                                 6

 

1.7      Definition of Terms                                                  7

 

CHAPTER TWO

 

2.0   Literature Review                                                     10

 

2.1      What is Marketing                                                   14   

 

2.2      What is Marketing research                                     15

 

2.2.1Types of Marketing Research                                   20

 

2.2.2Classification of Marketing Research                               21

 

2.2.3Functions of Marketing Research                            22

 

2.2.4Objective of Marketing Research                              23

 

2.2.5Importance of Marketing Research                          23

 

2.2.6The Marketing Mix in Marketing Research              24

 

2.2.7Threats to Marketing Research                                        26

 

2.2.8        Roles of Marketing Research                                    27   

 

 2.2.9The promotional Mix in Marketing Research          29

 

2.2.10Limitations of Marketing Research                        31

 

2.3      Insurance Marketing                                                        31

 

2.4      The Marketing Methods                                           35

 

2.5      Marketing Research Efficiencies in Insurance

 

Company                                                                 36

 

2.6      Role of Marketing Research Department in

 

Insurance firm                                                                         37

 

2.7      Company Profile                                                      39

 

CHAPTER THREE

 

3.0                      Introduction                                                     42

 

3.1           Sources of Data                                               42

 

3.1.1                Primary Data                                                    42

 

3.1.2                Secondary Data                                               43

 

3.2                      Population of the Study                                   43

 

3.3                      Determination Sample Size                              44

 

3.4                      Research Instruments                                      46

 

3.4.1                Questionnaire Design                                      46

 

3.4.2                Personal Interview                                           47

 

3.5                      Method of Data Treatment and Analysis          47

 

CHAPTER FOUR

 

4.0   Introduction                                                             49

 

4.1      Presentation And analysis Of The                           

 

Management    Questionnaire                                  49

 

4.2      Questionnaire for policy Holders                              57

 

4.3      Questionnaire for Agencies                                      65

 

4.4      Statistical Test Of Hypothesis                                  72

 

CHAPTER FIVE

 

5.0   Summary of Findings, Recommendation

 

and Conclusion                                                               79

 

5.1      Summary of Findings                                              79

 

5.2      Recommendation                                                     80

 

5.3      Conclusion     

 

5.4      Limitations of the Study                                                  81

 

Bibliography                                                           83

 

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.


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