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SOMA 362 Marketing Research


The fundamental concepts and stages of marketing research provided within an overall structural framework, including: how to integrate stages, carry out research in a scientific manner, read and analyse research reports, apply research skills.



The emphasis in this course is on marketing research as an aid to management decision-making. Accordingly, it primarily is intended for prospective users of research results, rather than for specialists in research.

By the end of the course it is expected that the student will be able to:

  • Develop the participant’s problem analysis skills, and their ability to translate a management problem into a feasible research question;
  • Provide participants with a working knowledge of the concepts and methods of marketing research;
  • Increase sensitivity to the biases and limitation of marketing data;
  • Develop participant’s ability in, and understanding of questionnaire design and sampling theory;
  • Provide participants with an understanding of attitude measurement and its application to marketing research; and
  • Provide participants with an understanding of qualitative and quantitative research methods and their application to marketing research.



This course aims to provide students with a background in research methods, issues related to conducting marketing research, data analysis, and methods of evaluation related to marketing. Knowledge of these topics will enable students to both implement and evaluate marketing research during their professional careers. It is assumed that students enrolled in this course have a basic understanding of marketing terminology and concepts.



  • Malhotra, N. and Birks.  D. S. (2000). Marketing Research, An Applied Approach. FT Prentice Hall.
  • Sherida, C. and Steed, L (2007).  SPSS: Analysis without Anguish: Version 14 for Windows. John Wiley & Sons, Inc.    


PREREQUISITES: NONE                



Final Exam: 50%; Individual Field Research Assignment: 50%