IMPACT OF MARKETING RESEARCH IN ACHIEVING ORGANIZATIONAL GOAL [A CASE STUDY OF RIVERS BASIN DEVELOPMENT AUTHORITY OWERRI IMO STATE]
ABSTRACT
The relevance of marketing information system in the achievement of organizational objective is focus of the research study using Nigeria Bottling Company (NBC) Owerri as a case study. Marketing information system helps to provide data with which the organization carries out its various function. Any organization that operates with the aid of a well-organized marketing information system will achieved its objectives and quality services will be rendered in the case of service orientated organizations. This also implies that there will be improved managerial functions such as planning, organizing, controlling, decision making etc. in the organization. A total of eight copies of the questionnaire were given out to retrieve information from the respondents. Data gotten were analyzed using simple percentage method in a frequency table. It was found that marketing information system is relevant in achieving organizational objectives. Recommendations and conclusion was drawn based on the findings of the research.