THE CONTRIBUTION OF MARKETING RESEARCH FOR NEW PRODUCT DEVELOPMENT

THE CONTRIBUTION OF MARKETING RESEARCH FOR NEW PRODUCT DEVELOPMENT

(A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC)

ABSTRACT

The research work focused on "the contribution of marketing research for new product development". Discussing fully marketing research and new product development, its definition, importance, different types of marketing research and stages of new product development.

The research topic is concerned with the persistent increase of new product failure which faced many organizations of business and left many business in a serious financial loss. The relationship between marketing research and new product development. The effect of marketing research on new product development. The influence of marketing research on brand name of a new product.

In sorting the sample area, 60 questionnaire was administered by the staff of Nigerian Bottling company Plc using random sampling method. Data collection method were primary and secondary and was analysed using Spearman Ranking to drive home points and findings. Reliability and validity was tested through the distribution of questionnaires to the staff of Nigerian Bottling Company Plc. for conclusion, the respondents claimed that there is no relationship between marketing research and new product development.

TABLE OF CONTENTS

         Page(s)

Title page                                                                                                       i

Certificate                                                                                                                  ii

Dedication                                                                                                     iii

Acknowledgement                                                                                        iv

Abstract                                                                                                                     v   

Table of contents                                                                                         vi

CHAPTER ONE: INTRODUCTION

1.1       An Overview of Marketing                                                               1                                                                                                1.2       Background of the Study                                                                             2               

1.3       Statement of the Problems                                                             2

1.4       Objectives of the Study                                                                    3

1.5       Research Questions                                                                          3

1.6       Research Hypothesis                                                                        3

1.7       Scope and Limitation of the Study                                                 4

1.8       Significance of the Study                                                                  5

1.9       Definition of Terms                                                                           5

CHAPTER TWO: LITERATURE REVIEW

2.1       Introduction                                                                                      8

2.2       Historical Background                                                                      8

2.3       Models and Theories Relevant to the Study                                 10

2.4       Current Literature Based on such of the Relevant Variables of

the Model/Theory.                                                                           25

2.5       Summary of the Chapter                                                                 34

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Introduction                                                                                      35

3.2       Restatement of the Research Questions and Hypotheses           35

3.3       Research Design                                                                               36

3.4       Description/Characteristics of the Study Population                   37

3.5       Sampling Design and Procedure                                                     37

3.6       Data Collection Methods                                                                 37

3.7       Data Analysis Methods                                                                    38

3.8       Scoring and Administration of the Research Instruments           39

 3.9      Reliability and Validity of the Data/Study Instruments               40

3.10    Scope of the Study                                                                            40

3.11    Limitation of Methodology                                                             40

CHAPTER FOUR: DATA ANALYSIS AND PRESENTATION

4.1      Introduction                                                                                       41

4.2       Analysis of Respondents Bio-Data                                                  41

4.3       Analysis of Research Questions                                                      44

4.4       Analysis of Research Hypothesis                                                    54

4.5       Test of Hypotheses                                                                           55       

4.6       Discussion of findings                                                                       59

CHAPTER FIVE: SUWMARY CONCLUSION(S) AND RECOMMENDATION(S)

5.1       Summary of Findings                                                                       60

5.2       Conclusion(s) Drawn From the Findings                                        62

5.3       Recommendations Based on the Conclusion(s)                            62

5.4       Limitation and Suggestions for Further Studies                           63

Bibliography                                                                                      64

Appendix I – Covering Letter                                                           67

Appendix II – Questionnaire                                       &n