Marketing Research As A Tool For Profitability In The Service Industry

ABSTRACT Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. (Koller P 2003). This study focused on marketing research as a tool for profitability in the service industry, a case study of AIICO insurance company operation in Enugu metropolis. In order to carryout the study, the following objectives amongst others were states; -                      To ascertain the proportion of marketing bodget allocated to the marketing research activities in a given period in AIICO Insurance…