ROLE OF MARKETING RESEARCH IN GAINING MARKET SHARE (A STUDY OF GLOBALCOM NIGERIA LIMITED)

ABSTRACT

The study aims at integrating the organizations activities and focuses on the needs of the market place. However, it is basically concerned with prediction of sales of product among other things. As long as problem exist within the marketing system the need for research cannot be over simplified in marketing. Before customers’ needs and wants can be met organizations must find out: who these customers are? What they want or need? How they want them? etc. This obviously brings about the study into the topic: Role of Marketing Research in Gaining Market Share. Market share is however, a very vital aspect of organizational growth. It is an indicator of the success of a company’s marketing policy. The fundamental problem faced by organisations is the challenge and difficulty of market penetration and the difficulty of organizations in gaining market share due to lack of useful information, thus the objective of this research work is to identify the purpose and the effectiveness of marketing research in gaining market share in an organization. The research work adopts primary and secondary data. The primary data is basically through the mode of a well prepared close – ended questionnaire answered by 64 Globacom staff at Globalcom headquarters, Lagos and 70 Globalcom subscribers at Ojodu, Lagos. The secondary data used are materials adequate to form good value judgment of the work. Amongst which are materials gotten from Globalcom library, internet and website browsing, journals, magazines and literature review gotten from newspapers and textbooks. The study noted that marketing managers should make it a point of duty that their products are accepted without which chances of survival are very slim. Thus, marketing research is an enabling tool for solving marketing problems as well as a vital tool for gaining market share. In conclusion, it was deduced that organization can achieve and attain their objectives as well as increase their market share through the effective use or marketing research.