ABSTRACT
Research has become an important dimension of marketing. A country like Japan, noted for its technological feats and superior quality products, has attained its position through research. In Japan marketing research has been out in the forefront of business operations. But in Nigeria, the story is different. Most organizations in the country are not using or applying marketing research in their operations especially when introducing a new product in the market. This sad situation has put the country a disadvantaged positions, in which consumers perceive made-in-Nigeria conducts as being inferior when compared with imported products. It is unfortunate that marketing research has not been utilized as it could be in Nigeria. Again, those who specialized in the field of marketing are not well grounded on research methodology. Marketing research is really important to the professional marketers. It is through marketing research that can identify consumers’ needs and wants and then go ahead to give them rightful satisfaction. This project was based on the “The role of marketing research in marketing of New Product in Enugu Metropolis” using Omo Multi Active Bar Soap by Unilever Nigeria Plc). The research work was divided into five chapters, chapter one dealt on and others. A number of post related literatures was examined by other studies as it relates to the role of research in market goods. Chapter three dealt on research design and methodology, and the method that was adopted in data collecting data. The research used Yaro Yamani formular in determining the sample size and which hypothesis was used to the test the hypothesis. The research concluded that business environment is dynamic every activities concerned with it should be dynamic to met. The epileptic nature of with trend for any organization to succeed whether manufacturing or other small-scale organization. The arises that the organization must be prepared to face any challenges in the environment in which they operate, and recommended that The management should ensure adequate budgeting allocation to research as a means of attaining its objective and the organization al general or overall objective.
TABLE OF CONTENTS
Title Page
Approval Page
Dedication
Acknowledgement
Abstract
Table of Contents
List of Tables
CHAPTER ONE
1.0Introduction
1.1Background to the Study
1.2Statement of the Problem
1.3Objective of the Study
1.4Research questions/ hypothesis
1.5Significance of the Study
1.6Scope of the study
1.7Limitation of the Study
1.8Definition of Major Terms
CHAPTER TWO
2.0LITERATURE REVIEW
3.02.1Research as an instrument of an organization
effectiveness……………………………………...
2.2The origin of the subject…………………………..
2.3Division of Research system ……………………..
2.4Research control within and outside the
Organization………………………………………
2.5Information collection as a basis in research……
2.6Research instrument………………………………..
CHAPTER THREE
Research Methodology
3.1Sources of Data
3.2Primary data
3.3Secondary data
3.4Population of the study
3.5Sample Size Determination and sample techniques
3.6Sampling Technique
3.7Research Instrument
3.8Validity/Reliability of responses
3.9Questionnaire
3.10Method of data Analysis
CHAPTER FOUR
Data Presentation Analysis and Interpretation
4.1Presentation, Analysis and interpretation data
4.2Testing of Hypothesis
CHAPTER FIVE
Discussion of Findings, Recommendation and Conclusion
5.1Summary of findings
5.2Recommendations
5.3Conclusion
Appendix
