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