EFFECT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT (A STUDY OF NASCO COMPANY, MAIDUGURI BRANCH)
Abstract
ABSTRACT
This study examines the effect of marketing research on new product development,
focusing on how market investigation, product research and consumer behaviour
analysis contribute to identifying opportunities, improving product design and
quality, and enhancing product acceptance in the market. The research was
conducted in Maiduguri using a sample of thirty (30) staff selected through
purposive sampling. Data were gathered through structured questionnaires,
interviews and secondary sources such as textbooks, journals and company records.
Simple percentages and chi-square statistical techniques were used to analyze the
data. The findings show that marketing research significantly supports the
identification of new product opportunities, helps reduce product failure through
improved design and feasibility assessment, and strengthens product positioning by
aligning offerings with consumer needs and preferences. The hypothesis test
confirmed a significant relationship between marketing research and new product
development. The study concludes that effective marketing research enhances
innovation and market performance, and recommends that organizations
consistently apply research-based strategies to guide product development
decisions.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.