Market Research: An Integrated Approach

This information is for the 2013/14 session.

Teacher responsible

Dr James Abdey COL.7.09 and Mr Karsten Shaw


This course is available on the BSc in Business Mathematics and Statistics, 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.


Students must have completed one of the following: Elementary Statistical Theory (ST102), Statistics for Management Sciences (ST203), Social Science Research Methods of Management (MN203), Analytical Methods for Management (MG202), or equivalent. Not to be taken with ST307.

Course content

Main ideas and techniques used in marketing and opinion research. Statistical methods applied to market research data. ST327.1 Research Methods: Problem formulation and research designs for market and opinion research. Sample theory and methods. Survey stages and sources of error. Data collection methods. Attitude measurement. Market models, advertising and public opinion research. The analysis of market research data using statistical methods of multivariate analysis, including cluster, discriminant and factor analysis. ST327.2 Case Studies: Students use the information and techniques gained from ST327.1 to carry out a co-operative Market Research Case Study. Individual write up of the Case Study forms part of the assessment.


20 hours of lectures and 8 hours of classes in the MT. 6 hours of lectures and 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 (60%, duration: 2 hours) in the main exam period.
Coursework (25%).
Presentation (15%) in the LT.

The assessed work is split into two parts; a group presentation and an individual case study

Key facts

Department: Statistics

Total students 2012/13: 26

Average class size 2012/13: 8

Value: One Unit

Guidelines for interpreting course guide information

PDAM skills

  • Application of numeracy skills
  • Commercial awareness