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 customers perception of the research message, and whether the claims in the message actually satisfies the needs and wants of the customers.