ST307      Half Unit
Aspects of Market Research

This information is for the 2017/18 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 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.  Topics covered are introduction to market research, defining the market research problem, research design, internal secondary data and the use of databases, qualitative research: focus group discussions, projective techniques, survey and quantitative observation techniques, measurement and scaling: fundamentals, comparative and non-comparative scaling, questionnaire design, sampling: design and procedures, final and initial sample size determination, cross-tabulation and hypothesis testing, analysis of variance and covariance, correlation and regression, and discriminant analysis.


20 hours of lectures and 10 hours of classes in the MT. 1 hour of classes in the ST.

Lectures will run in weeks 1-10 and classes in weeks 2-11. 

Formative coursework

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

Indicative reading

Malhotra, N.K., D.F. Birks and P.A. Wills (2012) Marketing Research: An Applied Research (Fourth edition), Pearson (earlier editions are also fine)


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

Student performance results

(2014/15 - 2016/17 combined)

Classification % of students
First 32.8
2:1 41.4
2:2 19
Third 6.9
Fail 0

Key facts

Department: Statistics

Total students 2016/17: 23

Average class size 2016/17: 5

Capped 2016/17: Yes (20)

Lecture capture used 2016/17: Yes (MT)

Value: Half Unit

Guidelines for interpreting course guide information

PDAM skills

  • Application of numeracy skills
  • Commercial awareness