Marketing Research And New Product Development A Case Study Of Mukwano Group Of Companies, Kampala

ABSTRACT The purpose for this research is to establish the relationship between marketing research and new product development (NPD) of Mukwano Group of Companies. The research was guided by the following three objectives; to establish the extent to which marketing research contributes to new product development of Mukwano group of companies; to determine the level of NPD practices used by Mukwano group companies; and to establish the relationship between marketing research and new product development of Mukwano group of companies. The study was based on null hypothesis, Ho: which stated that …