Marketing research and organizational performance: A study of Cadbury Nigeria Plc

Abstract

This study investigated the effect of marketing research on performance of Cadbury Nigeria Plc. The data was collected through the aid of 5-likert scale structured question from the respondents (Staff of Cadbury Nigeria Plc in Agidingbi, Ikeja Lagos, Nigeria). A total of ninetynine (99) questionnaire were administered, out of the ninety-eight (99) questionnaire administered only ninety-four (94) where retrieved and used. The Data collected from the questionnaire was coded using the Excel spreadsheet and entered into Statistical Package for Social Science (SPSS version 23) for analysis. The data was presented using inferential statistics where test for significance, direction and strength of relationship was established. Inferential statistics such as correlation analysis was used to discover if variables were related. The hypotheses of the study were tested using the multiple regressions to find the relationship between the independent and dependent variables. The findings revealed that Sales and Distribution Research (SDR), and Product Research (PRODR) have significant relationship with Organizational Performance (ORGP), while Pricing Research (PR) does not have significant relationship with Organizational Performance (ORGP). Finally, the study concluded that there is a significant relationship between marketing research and organizational performance. The study recommended that Cadbury Nigeria Plc should pay more attention to gathering of reliable information and implementation of effective selling methods in a bid to raise its level of productivity.