ABSTRACT
The research was based on the application of marketing research in new product planning and development the essence of the research was to find out the efficiency and effectiveness of the application of marketing research in new product planning and development. The major objectives of this study includes: bring to a company’s operation. To ascertain the kind of marketing research problem faced by firm. To make recommendation and solutions based on how to solve these problems and on low best to use marketing research to improved on the productivity, market share and by extension the profitability of the company. Some hypothesis were postulated and later tested via the aid of chi-square statistical tool. The research used both primary and secondary source of data collection in this study the researcher used only questionnaires and personal interview as data collection. It is importation to note that the study through the questionnaires distributed and collected, revealed a lot of findings, this are: 60% of the respondents said that marketing research of the company should be improved and should be found in the field of customer research 90% of the respondents said that marketing research is an important tool in new product planning and development. 80% of the respondents is highly agreed that the marketing research of the firm has impact on the sales volume. Finally, it is important to note that the application of marketing research in new product planning and development will not only help firms in enhancing productivity and profitability, but will also give the consumers a better sense of belonging in their environment and as well as to boost professional marketing practice in Nigeria.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire