ST307      Half Unit
Aspects of Market Research

This information is for the 2013/14 session.

Teacher responsible

Dr James Abdey COL.7.09


This course is available on the BSc in Accounting and Finance, BSc in Business Mathematics and Statistics, BSc in Management, BSc in Management Sciences and BSc in Statistics with Finance. This course is available as an outside option to students on other programmes where regulations permit and to General Course students.


Probability and statistics to the level of ST107.

Course content

The main ideas and applications of market research techniques. Problem formulation and research designs for market and opinion research. Random sampling and statistical inference. Quota sampling. Survey stages and sources of error. Data collection methods. Attitude measurement. Market models, advertising and public opinion research. The analysis of market research data.


20 hours of lectures and 8 hours of classes in the MT. 1 hour of classes in the LT. 1 hour of classes in the ST.

Formative coursework

Students are given weekly exercises to work on for discussion in class.

Indicative reading

Malhotra, N.K. and D.F. Birks (2006) Marketing Research: An Applied Research (Third edition), Prentice Hall.


Exam (100%, duration: 2 hours) in the main exam period.

Key facts

Department: Statistics

Total students 2012/13: 9

Average class size 2012/13: 3

Value: Half Unit

Guidelines for interpreting course guide information

PDAM skills

  • Application of numeracy skills
  • Commercial awareness