The Role of Marketing Research on the Performance of Business Organizations

Abstract

In recent years a market oriented corporate culture increasingly has been corseted a key element of superior corporate performance. Although organizational innovation is believed to be a potential mediator of this market orientation- corporate performance relationship, much of the evidence to date remain anecdotal or speculative. In this context the researcher takes a component wise approach and examines how three component of market research affects the two core components of organizational innovativeness enroot to affecting corporate performance. Using the data, the researchers empirically test and substantiate innovations mediating role in the market research performance relationship of an organization. The study was conducted in federal capital territory, Abuja, North-central Nigeria with the use questionnaire and interview to collect data that was statistically analyzed using statistical package for social science (SPSS). The result of the study showed that marketing research process plays a significant role in the performance of business organizations which means that there is a positive relationship between marketing research and the performance of business organizations. In view of this, we recommend that business organization should provide adequate fund on market research, provision of suitable and adequate facilities to enhance business environment and make it more responsive to the needs of customers and development strategies should be placed to enhance staff performance and increase their contribution to the organization.

Keywords: Marketing Research, Marketing Research Process, Performance, Organization, Abuja, Nigeria