A CRITICAL SURVEY ON THE USE OF MARKETING RESEARCH IN A MARKETING ORGANIZATION

ABSTACT: This study was carried out to critically appraise the use of marketing research in a marketing organization using about Backdesk Digital Marketing Agency in Nigeria as case study. To achieve this 3 research questions were formulated.  The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of the staff of Backdesk Digital Marketing Agency, Abuja. In determining the sample size, the researcher conveniently selected 35 respondents while 30 respondents were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage. The result of the findings reveals that; marketing research is used by different business organization for distinct purposes, however, in the case of marketing organizations, marketing research is used to; understanding its customers, understanding the nature of competition among its  competitors, identifying problem and opportunities in the market, formulating market strategies, for effective communication mix, and managerial decision-making, also marketing research aids organizations in effective decisions making. Lastly the findings also disclosed that inadequate marketing research does negatively affect the performance of organization. The study recommends that marketing research should go beyond mere fact findings to its practical application, and marketing firms should also engage more in marketing research activities since the market is very competitive. This will help them to remain competitive in the industry. Lastly, firms should ensure that their marketing research must include design of questionnaire, choice of a sample, carry out interview, and report result.