THE RELEVANCE OF MARKETING RESEARCH TO THE GROWTH OF A BUSINESS ORGANISATION(A CASE STUDY OF NIGERIA BREWERY PLC, BENIN CITY)

Relevance of marketing research to the growth of a business organisation cannot be over emphasized. This research was carried out with the objective determining the contribution of marketing research to the growth of a business especially in Nigeria Breweries Plc, Benin City. To determine how marketing research has help to improve the profitability in the organisation. Suggesting how the company can improve its operation in the future based on marketing research in the future based on marketing research data. Determining how marketing research has helped in the sales of organisation. In achieving the above objective, related literature was viewed, where important barriers of marketing research were discussed. In addition, secondary and primary sources of data were used for data collection. From the findings of the research, it was observed that marketing research service helps in improving sales operational efficiency in any organisation. It was also observed that business organisation should endeavour to establish marketing department. Therefore, if the suggestion and recommendation are effectively and efficiently followed, the breweries industrial or any other organisation will witness an increase in sale, volume and thereby increase profit level