THE ROLE OF MARKETING RESEARCH ON ORGANIZATIONAL PERFORMANCE IN 7UP BOTTLING COMPANY PLC, KANO PLANT

Marketing research is a reliable data collection and information processing form the bedrock of management decisions in contemporary firms. They also form the basis for all the diagnostic and prognostic efforts of managers. From a marketing stand point, problems can only be anticipated, identified, analyzed and resolved or prevented, if accurate, reliable and relevant information are obtained promptly from both internal and external sources. Therefore, the study examines the role of marketing research on organizational performance in 7up Bottling Company Plc, Kano Plant. The study employees both primary and secondary method of data collection with sample of 68 from staff of 7up Bottling Company Plc, Kano Plant selected from total population 90 using Krejecie and Morgan (1970) table The study employs survey approach through cross sectional design. Five points likert scale questionnaire ranging from strongly disagree to strongly agree was used to analyze the data using mean and Pearson linear correlation coefficient. The findings of the study reveal that the level of marketing research is high. Similarly, the findings also revealed that the level of organizational performance in 7up Bottling Company Plc, Kano Plant is very high. Moreover, the study found a significant relationship between marketing research and organizational performance of 7up Bottling Company Plc, Kano Plant. Consequently, the study recommends, among others, that different tactics and strategies should be put in practice in order to have an effective and efficient product development resulting from a thorough planning and execution of marketing research. This will in turn help the management to achieve the overall organizational goals and objectives.