Abst

ract
Ther elev anceofmar ket i
ngr esear cht obusi nesssur v ivali saknown
concepti nmostcount riesoft hewor ld; i
tisst i
lly ett obeknownt osome
ofouri ndi genousbusi nessowner s.Af ewbusi nessest hatshowi nterest
i
nt heser esear chesonl yadopt edt hem asamat terofr out ine.The
i
nf ormat ionobt ainedwasnev eradequat el yut i
lized, hencemar keting
deci sionswer ebasedonunbel i
ev ablei nfor mat ion.I fcompani eswantt o
i
mpr ov et heirpr oductper for manceandadv anceav iabl ecompet it
ive
adv ant agei nt hemar ket ,theymustof ferpr oductorser v icest hatwi ll
cont inuet oat tr
actcust omer s.Thest udyexami nedt hei mpactof
mar ket ingr esear chonor gani sat i
onalpr oduct i
v ity.Ther esear chdesi gn
usedi nt hi sst udyi st hesur veymet hodbymeansofaquest i
onnai re.A
wel l
-desi gnedquest i
onnai re( 234)wasdi st r
ibut edt or espondent sinI l
orin
met ropol is, Kwar aSt ate, Niger ia.Mul t
ipler egr essi onanal y siswasusedt o
anal yzedat aobt ainedf rom t hedi st ri
but edquest i
onnai re.Fi ndi ngsoft he
studyr ev eal edt hatsal esr esear chhav easi gni ficantef fectonmar ket
per f
or mance( B=0. 312, p-val ue=0. 000<0. 05) ;ther elat ionshi pbet ween
SalesI nfor mat i
onandmar ketper for mancewassi gni f i
cant( B=0. 519, p-
value=0. 000<0. 05) ;pr omot ionr esear chhav eani mpactoncust omer s
prefer ence.I twasest abl i
shedt hat ,ther elat i
onshi pbet weenadv erti
sing
andcust omer s’pr eferencewassi gnificant( B=0. 168, p-v alue=0<0. 05) ;
ther elat ionshi pbet weenpackagi ngandbr andi ngandcust omer s’
prefer encewassi gni fi
cant( B=0. 668, p-value=0<0. 05) .Ther esul timpl i
es
thatt her ewasast atist i
callysi gnif i
cantposi tiver elat ionshi pbet ween
mar ketanal ysisandor gani zat i
onalpr oduct ivit
y .Itwasconcl udedt hat
salesr esear ch, promot i
onr esear ch, andmar ketingr esear chhada
signi f
icanti nf l
uenceonor gani zationalpr oduct i
v ity.Thi sst udyf urther
recommendedt hatcer tainaspect sofmar ket i
ngr esear char ei mpor tant
i
nanef for ttoachi evet hepr oduct ivit
yobj ect i
vesoft heor gani zat i
on.The
i
mpor tantf actor sident i
f i
edi nt hisst udyar epr oductr esear chandmar ket
anal ysis.
(
1) I
ntr
oduct
ion

Forsev eraly ear s,mar ket i

ngasaf ieldhaspr ovent obea
vigor ous one.I tsr ev olution from manybuy ing and sel ling
act i
v i
tiest oamul ti
facet edst ruct urewhi chi sconsi deredas
thekeyt oanor gani zat i
on’ssuccessi sev i
dencet osuppor tits
relev ance.Mar ket ingi sext remel ycent ral
tot heexi stenceof
any or gani zati
on and i ts success depends l argely on t he
productorser vicescal er ender edbyanor gani zationt ot he
pot ent i
alcust omer s.Mar keti
ng r esearch has been a v er y
cruci alact i
vityi n busi ness managementf orcent uries.I ts
adv ancementwashast enedbyt heemer genceoft hei ndust rial
revol utionwhenr esear chi ntomar ketingact iv i
tieswasati ts
basi csand r emai ned unt apped f orsev eralcent uriesand i t
remai nedani nsi gni f
icantpar toff i
rms’mar ket ingst rategies
unt i
lt heexi tofWor ldWarI IwhenTechnol ogi calRev olution
wasi ntroduced,whi chbr oughtal ongapr omul gationofnew
andmul ti
fari
ousconsumerpr oduct s,impr ovedeconomi esof
scal e, emer ging mar kets and wi despr ead expansi on i n
busi nessoper ations.Akeydev elopmenti nt hepost -
warwas
ani ncr easi ngr at eofbusi nessf ail
ur e.Market i
ngi sady nami c
busi ness act i
v i
ty .The r oles itpl ay si nt he exi stence ofa
busi nesshav eev olv ed signi f
icant lyduet or ising ev ent sof
economi cr ecessi on,i nf l
ation,mat erialandener gyscar citi
es,
unempl oyment ,wi ndi ngupofi ndust riesandf irms,t er r
orism
andwar .Andt hiscanal sobeat tri
butedt ot hechangesi n
technol ogicaladv ancement ,witnessedbyt hei ntroduct ionof
 theinter
net.Allofthesehav eforcedmar keti
ngexecut ivesto
becomemor emar ket
-driv enwhenmaki ngst r
ategicdecisions.
Thisnecessitatesacer emoniousmeansofobt aini
ngt i
mel y
andpr eci
sei nfor
mationaboutchangesi nconsumer s’taste,
productdemandsandt hegener almarket
ingenv ironmentand
thesecanonl ybeachi evedt hr
oughcompr ehensivemar keti
ng
resear
ch( Scott&Gerald, 2010;
Mor avci
kovaetal .
, 2017)
.

Allmoder nor gani zat i

onsengagei nmar ket ingt opl easeandwi n
thel oyalsuppor toft heircust omer s.Dangot eFl ourMi l
ls
engagesi nmar ket ingt of indoutt heneedsandr equi rement sof
fl
ouruser s,banksengagei nmar ket i
ngr esear cht oknowabout
i
tscust omer s’ fi
nanci alser vi
cer equi r
ement sandI nl
and
Rev enueengagesi nmar ketresear cht oknowt heneedsand
requi r
ement soft axpay er sandot hercl ient s( Ay uba&Kazeem,
2015) .Thedev elopmentofapr oducti susel esswher ether eisno
guar anteedmar ketf orthepr oduct .Al so, thecr eat iveideai s
usel esswher esuchani deacoul dnott ransl at et oamar ketable
product .Amar ketabl epr oducti sessent ialf orbusi nesssur vival
forthati stheonl ymeanst hr
oughwhi chor gani zat i
onscangai n
recogni tion, goodwi llandcust omerl oy alty .Topr oducea
mar ketabl epr oduct ,thev i
ewandopi nionoft hepr oduct ’
st arget
mar keti spar amountandcoul dbesour cedt hrought he
collectionofdat a, anal y
si soft hecol l
ect eddat a, andappl ication
ofther esul tfordeci sionmaki ngwi t
hint heor gani zation.A
primar ymeansofobt ainingdat af oref fect iveandef ficient
deci si
onsi nanor gani zat ioni smar ketingr esear ch.An
i
nv est i
gat ioni ntot hei nfluenceofmar ket ingr esear chon
organizati
onalproducti
vi
tyisdeemedappr opri
atesinceiti
s
assumedt hatmarketi
ngresearchpr omotestheachievementof
effect
ivenessandef f
ici
encyinbusinessor gani
zati
ons.Even
thought herelev
anceofmar keti
ngr esear
cht obusinesssurvival
i
saknownconcepti nmostcount r
iesofthewor ld,i
tisstil
lyetto
beknownt osomeofouri ndigenousbusinessowner s.

Afewbusinessest
hatshowinter
estint
heser
esear
chesonl
y
adopt
edthem asamatterofrout
ine.

Thei nf ormat iongat heredhasnev erbeenadequat elyutil

izedand
hencebasi ngt heirmar ketandmar ket i
ng-r
elateddecisionson
unscr upul ousi nfor mat i
on.Fi rmsf acedi ffi
cultyincoordinat i
ng
mar ket ingr esearchv ariablessuchasgat her i
nginformat i
on
abouthowt heirpr oduct smeetcust omer s’expectati
ons
producedbyadv ertisi
ng, packagi ng, andpr oductappear ance
andt hist endst oaf fectt heirsustai nabi l
it
yi ntheglobalmar ket.
Ifcompani eswantt oimpr ov ethei rpr oductper f
ormanceand
mai ntainav i
ablecompet iti
veadv ant ageint hemar ket,they
mustof ferpr oduct sorser v i
ceswhi chat t
ractcustomer s’
attention.Mostcompani esappearsuccessf uloveraper iodof
timeaf terlaunchi ngi ntot hemar ketwi thnewandat tr
act i
ve
product sorappeal i
ngser vi
ces, butmostof t
enexper i
ence
diffi
cul tyinr etai
ni ngt heirrelevancef oralongt i
meduet ofai l
ure
tocont inuallygat herinf ormat i
onaboutchangesi nthemar ket
situation.
Socialmedi asitessuchasFacebook, Twi t
ter,YouTube, and
LinkedInhav echangedt hewaypeopl ecommuni cat e.Accessing
socialmedi asitesisnowt henumber -
oneact i
vit
yont heweb.
Facebookhasov er500mi ll
ionactiv
euser s.Theav erage
Facebookuserhas130f ri
ends;isconnect edt o80pages,
groups, orev ents; andspends55mi nutesperdayonFacebook.
In2011, mar ket
er swant i
ngtotakeadv antageoft hisact ivi
ty
post edov er1t ri
lli
ondi splayadsonFacebookal one. Facebookis
nott heonl ysoci almedi asitebeingusedbyconsumer s.
LinkedInnowhasov er100mi ll
ionuser swor ldwide.YouTube
hasexceeded2bi lli
onv iewsperday ,andmor evideosar e
post edonYouTubei n60day sthanwer ecreatedbyt het hr
ee
maj ortelevisionnet wor ksinthelast60y ears.Twi t
ternowhas
over190mi ll
ionuser s,and600mi ll
ion–pl ussear chesar edone

ev
erydayonTwi
tt
er.
1

Socialnetworksandcommuni cati
onvenuessuchasFacebook
andTwi tt
erarewhereconsumer sarei
ncreasi
nglyspendi
ngt
heir
ti
me, socompani esar
eanxioustohavetheirvoi
ceheard
thr
ought hesevenues

Thist ypeofinf or
mationispr ovidedbymar keting
resear ch,whichisdefinedast hesy stemat icgatheri
ng
andanal ysi
sofmar keting-r
elateddat at oproduce
i
nf or mati
ont hatcanbeusedi ndecisi onmaki ng.
Mar keti
ngresearchinvolvesfollowingasy stematic
sequenceofst epsthatwi l
lproducer eli
ableandv al
id
dat a.Throughanal y
sisandi nterpretationthedataar e
t
ransf
ormedi
nto

i
nfor
mationsuit
ablefordeci
sion-
maki
ngpur
posesbymanager
s.
Typi
cal
ly
, dat
aalonearesimply

notusabl
e.I
tistheanal
ysi
sandint
erpr
etat
ionoft
hedat
athat
makesthem usefult
omanager
s.