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IMPACT OF MARKETING RESEARCH IN A SMALL SCALE COMPANY A CASE STUDY OF JUHEL PHARMACEUTICAL ENUGU

55 PAGES (7146 WORDS) Marketing Project
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ABSTRACT 
The research on the role of marketing in improving a company’s performance.
In order to carryout the work effectively some of the following objective ere formulated.
- To know whether Juhel pharmaceuticals conducts marketing research 
- To determine the impact of marketing research on the company’s profitability primary and secondary data were colleted to solve the research problem.
Questionnaires were used as research instrument the population of study comprised the customers distributors and relevant staff and management of Juhel pharmaceuticals in Enugu metropolis.
The following findings were recorded:
- Marketing research activities of pharmaceuticals industry have not yet received adequate attention this is due to lack of financial support. 
- Also the seller market economy that use operate on total absence of consumer activities in Enugu state makes it impossible for manufacturer not to pay adequate attention to marketing research activities.
The management should ensure adequate budgeting allocation to research as a  means of attaining it’s overall objective 
- The company it unable have a full fledged market research department should explore alternative ways of obtained market research data like patronizing external research agencies or marketing.
- It is the researcher candid opinion the if the company implements the recommendation it will not service their customers effectively but will also sustained growth and make more profit.

TABLE OF CONTENT
Cover page
Title page
Approval page
Dedication 
Acknowledgement
Abstract 
Table of content 

CHAPTER ONE -INTRODUCTION 
Background of the study
Statement of problem
Objective of the study
Significance of the study
Scope of the study
Definition of terms

CHAPTER TWO
Literature review

CHAPTER THREE
Research methodology 
Source of data
Method of data collection
Population of study
Determination of sample size
Research instrument used
Method of data analysis and treatment 
Distribution return of questionnaires for customers.

CHAPTER FOUR   
Presentation analysis and interpretation of data

CHAPTER FIVE 
Summary of findings
Recommendation 
Conclusion 
Bibliography 

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