LAGOS — The Nigerian Marketing Research Association, NiMRA, has said it is working towards improving professionalism and enhancing better understanding of the market research industry in Nigeria, especially among its members.

In a statement yesterday on its 2011 conference, President of NiMRA, Mr Lanre Fasakin, said there was a need to enhance the industry to benefit the economy and also help practitioners understand the global direction of marketing research so that Nigeria can play a more inclusive role on global businesses.

He said the conference, tagged “Future of Marketing Research Practice,” billed for Lagos tomorrow would serve as a platform that brings research providers and buyers together in order forge a common front in their businesses, foster understanding and improve output.

According to him, this year’s conference ”promises to be unique event as it will provide insights regarding the direction the market research industry is heading in Nigeria in comparison to global trends, adding that the event will also aid participants to better deliver clients (research buyers) expectations professionally and profitably.

He said: “Over the years we have seen the need to enhance professionalism in marketing research and with the 2011 conference we are bringing together some of the brightest minds within and outside the marketing research industry to provide an insight into what the future holds for marketing research.”

Accordin to him, NiMRA’s cardinal objective is to promote the use of marketing research as the scientific tool for effective decisions in all sectors of the economy as other progressive business climes have done to their advantage over the past several decades.