TABLE OF CONTENTS.
CHAPTER ONE
1.0
INTRODUCTION
1.1
BACKGROUND
TO THE STUDY
1.2
STATEMENT
OF THE PROBLEMS
1.3
RESEARCH
QUESTIONS
1.4
OBJECTIVES
OF THE STUDY
1.5
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
2.0
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
AIDA
THEORY
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
IN NIGERIA BOTTLING COMPANY PLC
4.2 PRESENTATION AND DATA ANALYSIS
4.3 TEST
OF HYPOTHESIS
4.4 RESULT
OF FINDINGS
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 SUMMARY OF FINDINGS
5.2 CONCLUSION
5.3 RECOMMENDATIONS
REFERENCES
CHAPTER ONE
1.0
INTRODUCTION
1.1
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;
a.
Anticipate
change
b.
Forecast
the direction and intensity of the change.
c.
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.
1.2
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).
1.3
RESEARCH
QUESTIONS
In view of the impact of marketing research and
new product development, the following research questions are raised.
i.
What is
the impact of marketing research on new product development?
ii.
What are
the problems facing marketing research on new product development?
iii.
What are
the significance of marketing research on new product development?
1.4
OBJECTIVES
OF THE STUDY
The general objective of the study is to
observe the impact of marketing research on new product development.
i.
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).
ii.
To
investigate the justification for marketing research in (Nigeria Bottling Company).
iii.
To examine
the impact of marketing research
1.5
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
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