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TITLE PAGE

IMPACT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT

BY

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EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---

DECEMBER,2018

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APPROVAL PAGE

This is to certify that the research work, "impact of marketing research on new product development" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.

By
---                                                     . ---
Supervisor                                                  Head of Department.
Signature……………….                           Signature……………….        

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External Invigilator

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DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.

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ACKNOWLEDGEMENT

The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.

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TABLE OF CONTENT
COVER PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
TABLE OF CONTENT

• INTRODUCTION
• BACKGROUND TO THE STUDY
• STATEMENT OF THE PROBLEMS
• RESEARCH QUESTIONS
• OBJECTIVES OF THE STUDY
• HYPOTHESIS OF THE STUDY

1.6       SIGNIFICANCE OF THE STUDY
1.7       SCOPE OF THE STUDY
1.8       OPERATIONAL DEFINITION OF TERMS
1.9       LIMITATION OF THE STUDY

CHAPTER TWO

• LITERATURE REVIEW

2.1       CONCEPT OF NEW PRODUCT
2.1.1   PROCESS OF NEW PRODUCT DEVELOPMENT
2.1.2   CONCEPT OF NEW PRODUCT DEVELOPMENT
2.1.3   RATIONALE FOR NEW PRODUCT DEVELOPMENT
2.2       CONCEPT OF MARKETING RESEARCH
2.2.1   THE RATIONALE FOR MARKETING RESEARCH
2.3       CHARACTERSITICS OF MARKETING RESEARCH
2.3.1   FORMULATION OF HYPOTHESIS
2.4       THEORETICAL REVIEW
2.5       HIERARCHY OF EFFECTS THEORY
2.5.1   EMPIRICAL REVIEW

CHAPTER THREE
3.0       RESEARCH METHODOLOGY
3.1       RESEARCH POPULATION AND SAMPLE
3.2       RESEARCH DESIGN
3.3       INSTRUMENT USED IN DATA COLLECTION
3.4       ADMINISTRATION OF INSTRUMENT S
3.5       METHOD OF DATA ANALYSIS

CHAPTER FOUR
4.0       DATA PRESENTATION AND ANALYSIS
4.1       BRIEF HISTORY OF NEW PRODUCT DEVELOPMENT
4.2       PRESENTATION AND DATA ANALYSIS
4.3       TEST OF HYPOTHESIS
4.4       RESULT OF FINDINGS

CHAPTER FIVE
5.1       SUMMARY OF FINDINGS
5.2       CONCLUSION
5.3       RECOMMENDATIONS 

CHAPTER ONE

• INTRODUCTION
• BACKGROUND TO THE STUDY

Marketing research is a systematic design, collection, analysis and reporting of data finding relevant to a specific marketing situation facing the company. It is also the activity of presenting, advertising and selling a company product in the best possible way.
Marketing research is also a systematic approach to the development and provision of information for marketing decision making.
The collection and provision of information by market research is systematic. It is planned and well organized progress. The method of obtaining information is objective or by interview process.
Since data are pieces of information it is through the research process that the data collected take on meaning and become information until it is being process into a meaningful information before it become an information, information is gathered through marketing research for purpose, it is used by marketers to make accurate decisions.
Marketing research is an encompassing term covering research in virtually all aspects of marketing activities including business, economic, corporate research, advertising research product research, sales and marketing research. “To manage, a business well is it manage its future and to manage its information”. Therefore marketing executive must be future oriented. That is they must be;

• Anticipate change
• Forecast the direction and intensity of the change.
• And adjust their strategic marketing planning in line with these changes.

To do these marketing manager need a lot of information’s about potential markets and environment force. It is essential that marketing manager understand the research process. The research face in order to evaluate the research effectively. Marketers used a very large amount of research information and in using it they must be it is “as error free” as is humanly possible. As matter of fact obtaining accurate information is a major goal of the research process. Marketing research try very hard to eliminate error that can creep research is to reach conclusion and to make recommendation that the marketing manager can use in solving a particular problems. Obviously, if the researchers are collecting information and in drawing conclusion, the market is likely to be given incomplete accurate information as a result, he or she may make decision. To avoid the situation, marketing researchers attempt to apply the scientific method by concluding their assignment. That is they emphasis objectively and accuracy in collecting information to solve a problem.
The essence of marketing is that, a firm will produce what it can sell rather than what it can produce.
Marketing therefore, require an assessment of consumers needs through research and the orientation of all firms activities towards the satisfaction of their needs.
According to David Hughe and Donald Donald competently managed enterprise today attempt to revealed the marketing concept or orientation if its total efforts to the satisfaction of the market. That attempt can succeed only when they have accurate and up to date knowledge of the ultimate buyer where decision and motivation should be its guiding star. Peter M. Donald, supports the above ascertains by stating that marketing research is a fact finding process, ;logical and essential for successful marketing adoptable to the requirement of the firm operating in market of all kinds.

• STATEMENT OF THE PROBLEMS

The study wants to find out an answer to series of question and problems. This research is also to give the appropriate answer to the following question. Do this organization? Take up marketing research? What form of marketing research is practiced in your industry or organization? And lastly to what extent the marketing research can be of help to the industry and organization (Nigeria Bottling Company, Plc).

• RESEARCH QUESTIONS

In view of the impact of marketing research and new product development, the following research questions are raised.

• What is the impact of marketing research on new product development?
• What are the problems facing marketing research on new product development?
• What are the significance of marketing research on new product development?
  
  
• OBJECTIVES OF THE STUDY

The general objective of the study is to observe the impact of marketing research on new product development.

• To examine the empirical study of the role which the marketing research functions equally play in the operational activities of the industry (Nigeria Bottling Company).
• To investigate the justification for marketing research in (Nigeria Bottling Company).
• To examine the impact of marketing research
  
  
• HYPOTHESIS OF THE STUDY

The hypothesis of the study is the null hypotheses which are;
Hypothesis 1
Ho: Marketing research is not significant in product modification.

Hypothesis 2
Ho: The Company’s product quality or benefit does not strength its competitive stand in the market.
If the calculated value which is X2 is less than table value. It means that the null hypothesis (H0) will be accepted and reject alternative hypothesis (Hi) and vice versa.

1.6       SIGNIFICANCE OF THE STUDY
            The motive behind this was to find out how the organization in question can make use of marketing research to get more information about the consumers and competitors of its product.
The study will also enable the organization or industry to know the attitude of consumer. Through this study the organization know the development of marketing research and why marketing research is very important. Lastly, the study will also help the organization to know the development of new product and why new product fails.

1.7       SCOPE OF THE STUDY
            The research study which centers on impact of marketing research on new product development with particular reference to Nigeria Bottling Company Plc.
The number of marketing research department has grown steadily snce the end of the 2nd world war. Marketing research is gaining with 40% of the marketing research directors accountable to management. However, the scope of the study will cover the role of marketing research in Nigeria Bottling Company Plc, Limited and how to reduce the uncertainty in decision making.

1.8       OPERATIONAL DEFINITION OF TERMS
Marketing: According to Kotler (2006) marketing is a social and managerial process by which individual and organization obtain what they need and want through creating and exchanging value with others.
Marketing Research: Philip (2005) defines marketing research as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.
Product Development: Adedo and Abdulraheem (2005) defined product development as a more limited term which encompasses the technical activities of product research engineering and design.
Distribution System: Wongelu (2000) defined distribution system as the channel which product or services passes through from producer to the final consumers.
Product: CBN (2004) in a publication titled financial market in Nigeria defined product as the services rendered by banks to meet customer’s satisfaction.
Product Modification: Philip (2008) defined product modification as addition of new features that would expand the usefulness, safety and convenience with tends to make product unique.
Product Acceptability: Philip (2008) defined product acceptability as the communication means put in place to ensure that the products modified are acceptable.

1.9       LIMITATION OF THE STUDY
            Some problem which might be responsible for the limitation of this research work includes the;

• Attitude of the interview: During the process of interviewing some of the respondents were not ready to give out information to researcher.
• Lack of adequate and statistical data in almost all the departments in Nigeria Bottling Company Plc.

Although the case study is not quite distance. The cost of transpiration to its location, as well as time which has to be shared with other academic obligations cannot be over emphasized.

1.10                                                         PROJECT ORGANISATION
The work is organized as follows: chapter one discuses the introductory part of the work,   chapter two presents the literature review of the study,  chapter three describes the methods applied,  chapter four discusses the results of the work, chapter five summarizes the research outcomes and the recommendations.

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CHAPTER THREE: The complete chapter three of "impact of marketing research on new product development" is available. Order full work to download. Chapter three of "impact of marketing research on new product development" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.

CHAPTER FOUR: The complete chapter four of "impact of marketing research on new product development" is available. Order full work to download. Chapter four of "impact of marketing research on new product development" consists of all the test conducted during the work and the result gotten after the whole work

CHAPTER FIVE: The complete chapter five of design and construction of a "impact of marketing research on new product development" is available. Order full work to download. Chapter five of "impact of marketing research on new product development" consist of conclusion, recommendation and references.

 

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