Marketing Research At University Of Ghana
The course equips students with tools for conducting consumer-based research, with the objective
of identifying needs, wants and preferences for effective marketing strategy formulation and
customer satisfaction. This course focuses on an in-depth appreciation of the nature and scope of
marketing research. It exposes students to the framework and processes of conducting an effective
marketing research assignment and critically important techniques like questionnaire design,
sampling, data collection and analysis using various statistical techniques.