Description

Marketing research as a tool for increased profitability in the service industry (a case study of Nicon Insurance Company plc). 

This study examines marketing research as a tool for increased profitability in the service industry taking NICON Insurance Company Enugu State as a case study. Marketing research can be seen as the application of the scientific method of inquiry in helping marketers to better understand and define their problems and find appropriate solutions to them some of the objectives of the study include: 1. To examine critically the level of marketing research applied by NICON Insurance in their service delivery. 2. To find the medium through which the research was created. 3. To ascertain customers’ perception of the research message, and whether the claims in the message actually satisfy the needs and wants of the customers. 4. To find the different research tools used by the organization. 5. To find if the research conducted has actually increased the growth and profitability of the corporation. In the course of solving the research problems, both primary and secondary data were collected with much emphasis on primary data which helped the researcher to get first hand information from the customers and staff of NICON Insurance from the comprises the staff and management, the customers (policyholders) and the agents. The research instruments used for this study were questionnaire surveys and a personal or face-to-face interviews. The questionnaire was the major research instrument used in the study, which was administered to the staff of NICON Insurance Company, policyholders and agencies. In determining the sample size, the researcher conveniently fixed the sample size at 160 for the customer (policyholders) of NICON insurance and 20 for the agents. This brings the total number of questionnaires distributed to 220.…