ST307 Half Unit
Aspects of Market Research
This information is for the 2020/21 session.
Dr James Abdey COL.5.10
This course is available on the BSc in Business Mathematics and Statistics, BSc in Mathematics, Statistics and Business, International Exchange (1 Term) and International Exchange (Full Year). This course is available as an outside option to students on other programmes where regulations permit and to General Course students.
Not to be taken with ST327. This is a capped course.
Probability and statistics to the level of ST107.
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.
This course will be delivered through a combination of classes and lectures totalling a minimum of 30 hours across Michaelmas Term. This year, some or all of this teaching may be delivered through a combination of virtual classes and flipped-lectures delivered as short online videos. This course does not include a reading week in Week 6 of Michaelmas Term.
Students are given weekly exercises to work on for discussion in class.
Malhotra, N.K. (2019) Marketing Research: An Applied Orientation (7th edition), Pearson (earlier editions are also fine).
Exam (100%, duration: 2 hours) in the summer exam period.
Student performance results
(2017/18 - 2019/20 combined)
|Classification||% of students|
Important information in response to COVID-19
Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Total students 2019/20: 22
Average class size 2019/20: 5
Capped 2019/20: Yes (20)
Value: Half Unit
Personal development skills
- Application of numeracy skills
- Commercial awareness