Role Of Marketing Research In The Achievement Of Organization Objective In Nigeria (a Case Study Of Pz Nigeria Plc)

CHAPTER ONE 1.0     INTRODUCTION 1.1     BACKGROUND TO THE STUDY           An expended definition of marketing research was approved in 1987 by the American marketing association. The previous definition (The systematic gathering and analyzing of data) has been criticized because it views marketing research activities to narrowly. The new definition state; marketing is function which links the consumer, customers and public to the marketer through information use to identify and defines marketing performance and improves understanding of marketing as a process.           Marketing research…