ABSTRACT

Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company. (Koller P 2003).

This study focused on marketing research as a tool for profitability in the service industry, a case study of AIICO insurance company operation in Enugu metropolis.

In order to carryout the study, the following objectives amongst others were states;

–         To ascertain the proportion of marketing bodget allocated to the marketing research activities in a given period in AIICO Insurance Company.

–     To ascertain, if the marketing research activities increase the number of policy holders in AIICO insurance company.

–    To ascertain whether marketing research contributes to increase in profit in AIICO insurance company.

–      To ascertain whether marketing research creates awareness of AIICO insurance company and its services.

Based on the stated objectives, three hypotheses were formulated, they are:-

Ho: Marketing research does not create awareness of AIICO insurance company.

HI1 Marketing research creates awareness of AIICO insurance company.

Ho2 marketing research does not increases the number of policy holders

HI2 Marketing research increases the number of policy holders

Ho3 Marketing research does not increase profit of AIICO Insurance Company.

HI3 Marketing research increase profit of AIICO insurance company.