CHAPTER
ONE
1.1
INTRODUCTION
Marketing
research is a systematic design, collection, analysis and reporting of data
finding relevant to a specific marketing situation facing the company. It is
also the activity of presenting, advertising and selling a company product in
the best possible way.
Marketing research is also a systematic
approach to the development and provision of information for marketing decision
making.
The collection and provision of information
by market research is systematic. It is planned and well organized progress.
The method of obtaining information is objective or by interview process.
Since data are pieces of information it is
through the research process that the data collected take on meaning and become
information until it is being process into a meaningful information before it
become an information;. Information is gathered through marketing research for
purpose, it is used by marketer’s to make accurate decisions.
Marketing research is an encompassing term
covering research in virtually all aspects of marketing activities including
business, economic, corporate research, advertising research product research,
sales and marketing research. “To manage a business well is to manage its
future and to manage its future is to manage its information”. Therefore
marketing executive must be future oriented. That is they must be
a. Anticipate
change
b. Forecast
the direction and intensity of the changes
c. And
adjust their strategic marketing planning in line with these changes.
To
do these marketing manager need a lot of information’s about potential markets
and environment force. It is essential that marketing manager understand the
research process. They research face in order to evaluate the research
effectively. Marketers used a very large amount of research information and in
using it they must be it is “as error free” as is humanly possible. As matter
of fact obtaining accurate information is a major goal of the research process.
Marketing researcher try very hard to eliminate error that can creep research
is to reach conclusion and to make recommendation that the marketing manager
can use in solving a particular problems. Obviously, if the researcher are
collecting information and in drawing conclusion, the market is likely to be
given incomplete and accurate. Information a result he or she may make decision.
To avoid this situation, marketing researchers attempt to apply the scientific
method by concluding their assignment. That is they emphasis objectively and
accuracy in collecting information to solve a problem.
The essence of
marketing is that, a firm will produce what it can sell rather than what it can
produce.
Marketing
therefore, require an assessment of consumers needs through research and the
orientation of all firms activities toward the satisfaction of those needs.
According to
David Hughe and Donald. Donald competently managed enterprise today attempt to
realized the marketing concept or orientation if its total efforts to the
satisfaction of the market. That attempt can succeed only when they has
accurate and up to date knowledge of the ultimate buyer whose decision and
motivation should be its guiding star. Peter M. Donald, supports the above
ascertains by staling that marketing research is a fact finding process,
logical and essential for successful marketing and adoptable to the requirement
of the firm operating in market of all kinds.
1.2
STATEMENT
OF THE PROBLEM
The study wants
to find out an answer to series of question and problems. These research also
to give the appropriate answers to the following question. Do these
organizations? Take up marketing research? What form of marketing research is
practiced in your industry or organization? Is marketing research so important
to the company in new product development? And lastly to what extent the
marketing research can be of help to the industry and organization (Nigeria
Bottling Company Plc, Ilorin)
1.3
AIMS
AND OBJECTIVES OF THE STUDY
The primary
motive behind this research work is to fulfil the requirement as a
pre-requisite for the award of higher National Diploma in Marketing Department of
Kwara State Polytechnic Ilorin.
Secondly, the
study intends to carryout the empirical study of the roles which the marketing
research functions actually play in the operational activities of the industry
in (Nigeria Bottling Company). The study also intends to find out the
justification for marketing research in (Nigeria Bottling Company Ilorin).
1.4
SIGNIFICANCE
OF THE STUDY
The motive
behind this was to find out how the organization in question can make use of
marketing research to get move information about the consumers and competitors
of it’s product.
The study will
all also enable the organization or industry to know the attitude of consumer.
Through this study the organization know the development of marketing research
and why marketing research is very important, lastly the study will also help
the organization to know the development of new product and why new product
fail.
1.5
SCOPE
OF THE STUDY
The research
study which centers on impact of marketing research on new product development
with particular reference to Nigeria Bottling Company plc, Ilorin.
The number of
marketing research department has grown steadily since the end of the 2nd world
war. Marketing research is gaining more status in the corporate management
hierarchy with 40% of the marketing research directors accountable to
management. However, the scope of the study will cover the role of marketing
research on Nigeria Bottling Company Plc, limited and how to reduce the
uncertainty in decision making.
1.6
LIMITATION OF THE STUDY
Some problem
which might be responsible for the limitation of this research work includes.
1.A.
Attitude of the interview: during the process of interviewing some of the
respondent were not ready to give out information to researchers.
B. Lack of adequate and
statistical data in almost all the departments in Nigeria Bottling Company plc.
2. Although
the case study is not quite distance. The cost of transportation to it’s
location, as well as time which has to be shared with other academic
obligations cannot be over emphasized.
The following
are the main objectives of this research:
A. The
need to identify problems and solving the problem through collection, analyzing
and implementing the data collected.
B. Finding
the conditions under a certain phenomenon occurs and the conditions under which
it does not occur in what might appear to be similar circumstances
C. The
need to make rational choices based on valid criteria among alternatives
resources. Practices and procedures.
D.To
be able to meet wish, and cope with the fast changing social and technical
changes in the economy.
E. The
use of modern innovations such as computer and the like calls for constant
research because it requires qualifiable information, logically defied
concepts, verifiable and valid objective for the educational, scientific and
educational system.
F. Research
occasionally re-orientate our thinking and conceptualization about happening
and general problems of the society.
G.Research
seeks answer and solution to problems and also desire to guide future action or
activity.
H.Research
seeks to build upon existing knowledge, Connecting, extending, modifying and
refining the older knowledge.