The Impact Of Marketing Research On New Product Development
[NIGERIA BOTTLING COMPANY]

2.3    CHARACTERSITICS OF MARKETING RESEARCH
    The following are the characteristics of marketing research.
-    The need to identify problems and solving the problem through collection, analyzing and implementing the data collected.
-    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.
-    The need to make rational choice based on valid criteria among alternatives resources, practice and procedures.
-    To be able to meet wish, and cope with the fast changing social and technical changes in the economy.
-    The use of modern innovations such as computer and the like calls for constant research because it requires qualifiable and valid objective for the educational, scientific and educational system.
-    Research occasionally reorientate our thinking and conceptualization about happening and general problems of the society.
-    Research seeks to answer and solution to problems and desire to guide future action or activity.
-    Research seeks to build upon existing knowledge, connecting, extending, modifying and refining the older knowledge.
2.3.1    FORMULATION OF HYPOTHESIS
Ho: There is no significant relationship between the impact of marketing research on new product development in Nigeria.
Hi: There is significant relationship between the impact of marketing research on new product development in Nigeria.
2.4    THEORETICAL REVIEW
AIDA THEORY
    AIDA is an acronym that stands for attention, Interest, Desire And Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision. Given that many consumers become aware of brand via advertising or marketing communications, the AIDA model helps to explain how an advertisement or marketing communication messages need to accomplish a number of take in order to move the consumer through a series of sequential steps from brand awareness through too action (purchase and consumption).
    The AIDA model is one of the longest serving models used in advertising, having been developed in the late nineteenth century since its first appearance in the marketing and advertising literature, the model have been modified alternative models are in current use. During the past 100 years, the model has undergone many refinements and extensions, such that today there are many variants in the circulation. Thus, the simple AIDA model is now one of a class of models, collectively known as hierarchical models or hierarchy of effect models.