THE IMPORTANCE OF MARKETING RESEARCH IN THE NIGERIAN BANKING INDUSTRY
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ABSTRACT
This study was intended to evaluate the importance of marketing research in the Nigerian banking industry. This study was guided by the following objectives; to evaluate if marketing research can be used as a measure of development of a firm, to evaluate if marketing research can survive a firm economically, to determine the extent to which marketing research can be used in satisfying customers.
The study employed the descriptive and explanatory design; questionnaires in addition to library research were applied in order to collect data. Primary and secondary data sources were used and data was analyzed using the chi-square statistical tool at 5% level of significance which was presented in frequency tables and percentage. The respondents under the study were 15 employees of bank PHB ogwashiukwu branch.
The study majorly focuses on importance of marketing research in the Nigerian banking industry. The study findings revealed that neglect of marketing research has led to the premature folding up of banks in the industry; marketing research has the capability of improving and developing the banking industry; Based on the findings from the study, banks should be vigorously involved in the marketing research as it helps in the development of banks.
TABLE OF CONTENTS
Cover page
Title page
Certification – – – – – – – –
Dedication – – – – – – – –
Acknowledgment – – – – – – –
Abstract – – – – – – – – –
Table of content – – – – – – –
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study – – – – –
1.2 Statement of the problem – – – –
1.3 Objective of the Study – – – – –
1.4 Significance of the Study – – – – –
1.5 Research questions – – – – – –
1.6 The Scope of the study – – – – –
1.7 Limitation of the study – – – – –
1.8 Definition of terms used in the study – –
1.9 Organization of the study – – – – –
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction – – – – – – –
2.2 Concept of Budget and Budgetary control –
2.3 Types of Budget – – – – – –
2.4 Merit and Demerit of Budgeting and Budgetary Control – – – – – – – –
2.5 Characteristics of a Budget – – – –
2.6 Budget Organization and Administration – –
2.7 Budget Preparation – – – – – –
2.8 Zero Bases Budgeting (ZBB) – – – –
2.9 Budget processes and Human behaviour – –
CHAPTER THREE: RESEARCH DESIGN AND PROCEDURES
3.1 Introduction – – – – – – –
3.2 Area of the study – – – – – –
3.3 Population of the Study – – – – –
3.4 Sample and sampling techniques – – –
3.5 Sources of data – – – – – –
3.6 Method of Data Collection – – – –
3.7 Method of Data Analysis – – – – –
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Introduction – – – – – – –
4.2 Data Presentation – – – – – –
4.3 Data Analysis and Interpretation – – –
4.4 Discussion of Findings – – – – –
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Introduction – – – – – – –
5.2 Summary – – – – – – –
5.3 Conclusion – – – – – – –
5.4 Recommendation – – – – – –
References – – – – – – –
Appendix – – – – – – – –
