IMPACT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT CASE STUDY (NIGERIA BREWERIES ABA)

ABSTRACT

This project is written to ascertain and evaluate the efficacy of marketing research in the development of the new product. The project encompasses a brief account of the search area as well as the background of the study and the objective cum the significance of the study. The case study of this project is Nigerian Breweries Aba, where fifty (50) questionnaires were distributed and all were collected, analyzed and presented for a plausible conclusion. The top management and research personnel of Nigerian brewery constituted the major population of the study. From the research analysis, it was gathered that marketing research plays a laudatory role in new product development, and thus this project recommends that an effective market research be conducted for the development of a new product. 

TABLE OF CONTENTS

Dedication ﾿ i

Acknowledgment ﾿ ii 

Table of contents ﾿ iii 

Abstract ﾿ iv 

CHAPTER ONE 

1.0 ﾿ Introduction ﾿ 1 

1.1 ﾿ Background of the Study ﾿ 1 

1.2 ﾿ Statement of the Problem ﾿ 2 

1.3 ﾿ Objectives of the Study ﾿ 4 

1.4 ﾿ Research Questions ﾿ 4 

1.5 ﾿ Research Hypothesis ﾿ 5 

1.6 ﾿ Significance of the Study ﾿ 5 

1.7 ﾿ Scope of the Study ﾿ 5 

1.8 ﾿ Limitation of the Study ﾿ 6 

CHAPTER TWO 

2.0 ﾿ Literature Review ﾿ 7 

2.1 ﾿ Conceptual Review Marketing Research ﾿ 7 

2.2 ﾿ Marketing Research Defined ﾿ 8 

2.3 ﾿ The scope of Marketing Research ﾿ 9 

2.4 ﾿ Marketing Research Processes ﾿ 10 

2.5 ﾿ Types of Marketing Research ﾿ 12 

2.6 ﾿ Functions, Roles of Marketing Research ﾿ 12 

2.7 ﾿ Barriers/Impediments and Threat to Marketing Research ﾿ 12 

2.8 ﾿ The Limitations of Market Research ﾿ 14 

2.9 ﾿ The Concept of New Product Development Defined ﾿ 14 

2.9.1 ﾿ Product Development Defined ﾿ 15 

2.9.2 ﾿ New Product Development ﾿ 15 

2.9.3 ﾿ Types of New Product ﾿ 15 

2.9.4 ﾿ New Product Development Process ﾿ 16 

2.9.5 ﾿ Commercialization ﾿ 19 

2.9.6 ﾿ New Product Management ﾿ 19 

2.9.7 ﾿ Product Life cycle ﾿ 19 

2.9.8 ﾿ Research why some new Product fail ﾿ 20 

2.9.9 ﾿ The Relationship Between new Product Development and Marketing Research ﾿ 21 

CHAPTER THREE 

3.0 ﾿ Introduction ﾿ 22 

3.1 ﾿ Research Design ﾿ 22 

3.2 ﾿ Scope of the Study ﾿ 22 

3.3. ﾿ Population of the Study ﾿ 23 

3.4 ﾿ Sample Design and Sample Size Determination ﾿ 23 

35 ﾿ Sample Technique ﾿ 24 

3.6 ﾿ Instrument of Data Collection ﾿ 24 

3.7 ﾿ Validity and Reliability of Instrument ﾿ 24 

3.8 ﾿ Data Analysis Techniques ﾿ 25 

CHAPTER FOUR 

4.1 ﾿ Introduction ﾿ 28 

4.2 ﾿ Data Analysis ﾿ 28 

4.3 ﾿ Analysis of Bio-data and Presentation from Field Survey ﾿ 28 

4.4 ﾿ Test of Hypotheses using chi-square ﾿ 37 

CHAPTER FIVE 

5.0 ﾿ Summary Conclusion and Recommendations ﾿ 41 

5.1 ﾿ Summary ﾿ 41 

5.2 ﾿ Conclusion ﾿ 42 

5.3 ﾿ Recommendation ﾿ 42