APPRAISAL OF THE PRACTICAL APPLICATION OF MARKETING RESEARCH BY SMEs IN NIGERIA

Abstract

Pratical application of marketing research is an indispensable part of marketing activity for small and medium enterprises in Nigeria. However, commiment to practical application of marketing research by SMEs in Nigeria is very low. The objectives of the study is to determine the extent of the practical application of marketing researches by small and medium enterprises in Nigeria; and to find out the relationship between marketing research and SMEs in Nigeria. Both primary and secondary data were obtained. Frequency and percentage; and five point Likert type of scale were used to analysed data. The finding shows that to a little extent, marketing resrach are being conducted by SMEs in Nigeria and that there is significant relationship between marketing research and SMEs. It has been suggested that marketing researchers among SMEs in Nigeria go beyond mere fact findings to practical application of marketing research.