ABSTRACT

This work studied the impact of marketing research on new product development, a study of Tonimas Nigeria limited, Aba, Abia state. It’s objective were to determine the extent of which marketing research influence turnover, product market research contribute to customer satisfaction, assess the impact of dealers marketing research on profitability and determine the extent to which positioning market research influence product quality. A simple random technique was adopted and 22 questionnaires was administered to the respondent. Chi-square was used to analyze the data generated.It was discovered that consumer marketing research has some level of relationship and influence of company’s turnover. Also a certain level of relationship between product positioning marketing research and customer’s, product positioning and product quality. Hence , a proper mix of this marketing effort in an organization would maximize shareholders wealth.It is therefore pertinent for every organization to adopt marketing research as a tool for its market operations. Hence proper and adequate training of research personnel and motivation should be applied to get the best from this researcher.

CHAPTER ONE

        INTRODUCTION

  1.1 Background to the Study  ………………………………………… 1

  1.2 Statement of Problem  ……………………………………………. 2

  1.3 Objective of the Study  …………………………………………... 3

       1.4 Research Questions  ……………………………………………… 4

  1.5 Research hypothesis  …………………………………………….. 4

  1.6 Significance of the Study  ………………………………………... 5

  1.7 Scope of Study  …………………………………………………... 5

   1.8 Definition of Terms  …………………………………………….  5

    CHAPTER TWO

    LITERATURE REVIEW

    2.1  Conceptual framework  ………………………………………………………………… 7

    2.2 Determinant of Development Process for a New Tonimas Service. 10

    2.2.1 The Product Attribute  ……………………………………………………………… 11

    2.2.2 Individual Determinants  ………………………………………………………… 14

    2.2.3 Marketing Factors  …………………………………………………………………… 14

   2.3 Theoretical framework   ………………………………………………………………… 15

   2.4 Empirical Review  …………………………………………………………………………… 17

   2.5 Types of Marketing Research …………………………………………………………. 17

   2.6 History of Firm ………………………………………………………………………………. 19

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design  …………………………………………………… 21

3.2 Source of Data  ……………………………………………………… 21

3.2.1 The primary Data  ………………………………………………… 21

3.2.2 Secondary Data   …………………………………………………… 21

3.3 Study Population  …………………………………………………… 22

3.4 Sampling Techniques Method  ……………………………………… 22

3.4.1 Sampling procedure  ……………………………………………… 23

3.4.2 Questionnaire Administration  …………………………………… 23

3.4.3 Instrument  ………………………………………………………… 23

3.5 Method of Data Analysis  …………………………………………… 23

3.6 Validity and reliability   …………………………………………….. 24

 CHAPTER FOUR

 DATA PRESENTATION AND ANALYSIS  

 4.1  Questionnaire Administration  ……………………………………… 26

  4.2  Data Analysis   ……………………………………………………... 27

  4.3  Hypotheses Testing   ……………………………………………….. 30

  4.3.1  Hypothesis I Testing  ………………………………………………30

  4.3.1  Hypothesis II Testing  ……………………………………………. 34

  4.3.3  Hypothesis III  Testing …………………………………………… 37

 4.3.4 Hypothesis IV  Testing  ……………………………………………. 40

CHAPTER FIVE 

SUMMARY, CONCLUSION AND RECOMMENDATIONS 

5.1 Discussion on Findings  …………………………………………… 47

5.2 Summary of the Findings   ………………………………………… 48

5.3 Conclusion  ………………………………………………………. 48

5.4 Recommendations …………………………………………………. 49

5.5 Suggestion for Further Study  …………………………………… 50

   References

  Research Questionnaire