Contents

• Introduction 2
• Research Problem 2
• Literature Review 3
• Qualitative Research 6
• Quantitative Research 8
• Questionnaire Design 10
• Findings of Quantitative Research 11
• Ethical Considerations 12
• Conclusion/Findings 13
• References 14

Description

Marketing forms an important activity in the manufacture of a particular product or in the delivery of a particular service. Due to maturity in the service industry, marketing has also gained importance. The various activities that constitute marketing are also constantly expanding. However, the input to the entire process which contains information on what a consumer wants and desires is produced through the market research process. In order to have accurate data, it is important to carry out primary research which can prove to be costly (MacDaniel & Gates, 1998). Therefore, in the below sections, the market research process of Nova Cosmetics Ltd is carried out so that it assists the company is gathering useful information that can be used to launch a new designer perfume brand.