Market Research: An Integrated Approach

This information is for the 2020/21 session.

Teacher responsible

Dr James Abdey COL.5.10 and Mr Karsten Shaw


This course is available on the BSc in Business Mathematics and Statistics, BSc in Management and BSc in Mathematics, Statistics and Business. 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 ST307.


Students must have completed one of the following: Elementary Statistical Theory (ST102), Quantitative Methods (Statistics) (ST107), Statistics for Management Sciences (ST203), Econometrics: Theory and Applications (MG205), Analytical Methods for Management (MG202), or equivalent.

Course content

The main ideas and applications of market research techniques. ST327.1 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, discriminant analysis, factor analysis, cluster analysis and conjoint 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.


This course will be delivered through a combination of classes and lectures totalling a minimum of 36 hours across Michaelmas Term and Lent 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.

Formative coursework

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

Indicative reading

Malhotra, N.K. (2019) Marketing Research: An Applied Orientation (7th edition), Pearson (earlier editions are also fine).


Exam (60%, duration: 2 hours) in the summer exam period.
Coursework (25%) in the ST.
Presentation (15%) in the LT.

The assessed Case Study work is split into two parts; a group presentation and an individual piece of coursework. 

Student performance results

(2017/18 - 2019/20 combined)

Classification % of students
First 45.8
2:1 44
2:2 8.4
Third 1.2
Fail 0.6

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.

Key facts

Department: Statistics

Total students 2019/20: 52

Average class size 2019/20: 13

Capped 2019/20: Yes (60)

Value: One Unit

Guidelines for interpreting course guide information

Personal development skills

  • Application of numeracy skills
  • Commercial awareness