THE EFFECT OF TEST MARKETING ON PRODUCT INNOVATION (A STUDY OF MARKSON CHEMICAL INDUSTRY)
ABSTRACT
This research was carried out to investigate the effect of test marketing on product innovation in markson chemical industry limited at Onitsha. The term test marketing on product innovation is a great importance to any profit oriented organization which engages itself in the activity of production on chemical or good and rendering of some useful services to customer. Most organizations, aims at exchanging goods or services to make profit which is uses for its daily operations. As this topic dwell on the effect of testing marketing on product innovation in relation to highlight the advantages and disadvantages to the procedure and type of test marketing which seen favourable for the company any also consideration of consumers when innovating their new product and test marketing. The researcher will use questionnaires and interview to collect its result to form the consumers, staff and also from the distributors and later will analyzed it using a contingency table and statistical tools to arrived at a very explanatory answer, the readers of this work will find it favorably to use of work in any company they find themselves working as a staff or distributors of such company.
TABLE OF CONTENT
Title page- – – – – – – i
Approval page- – – – – – – ii
Dedication- – – – – – – iii
Acknowledgement- – – – – – iv
Abstract- – – – – – – – v
Table of content- – – – – – vi
CHAPTER ONE
1.0 Introduction- – – – – – 1
1.1 brief history of the study – – – – 1
1.2 Background of the study- – – – 2-3
1.3 Statement of problems- – – – 4
1.4 Objective of the study – – – – 5
1.5 Research questions – – – – – 5
1.6 Significance of the study- – – – 6
1.7 Scope or delimitation of the study- – 7
1.8 Limitation of the study- – – – 7
1.9 Definition of terms- – – – – 7-8
CHAPTER TWO
2.0 Literature review- – – – – 9-10
- Introduction- – – – – – 11-14
- advantages and disadvantage of test
marketing – – – – – – 15-16
2.3 types of test marketing – – – – 17-18
2.4 procedure for test marketing – – – 19-20
2.5 product and innovation defined: what
is product – – – – – – 21-22
2.6 product innovation defined – – – 23-25
CHAPTER THREE
3.0 Research methodology- – – – 26
- Introduction- – – – – – 26
- Research design – – – – – 27
- Sources/methods of data – – – 27-28
- Population and sample size- – – 28-29
- Sampling techniques- – – – 30
- Validity and reliability of measuring
Instrument- – – – – – 31
- Method of data analysis- – – – 31
CHAPTER FOUR
4.0 Presentation and analysis of data- – 32
- Introduction- – – – – – 32
- presentation of data – – – – 33-47
- Analysis of data- – – – – 48
- Interpretation of results- – – – 48-49
CHAPTER FIVE
- Summary of findings, conclusion and
Recommendations- – – – – 50
- Introduction – – – – – – 50
- Summary of findings- – – – 50
- Conclusion – – – – – – 51
- Recommendations- – – – – 52
Bibliography – – – – – – 53
Appendix- – – – – – – 54
Questionnaire – – – – – 55-59
CHAPTER ONE
1.0 INTRODUCTION
This chapter deals with the complete overview of this work. It is the base of this research work and portrays the background of the study, objectives, research questions, and other important sub topics.