ST307      Half Unit
Aspects of Market Research

This information is for the 2022/23 session.

Teacher responsible

Dr James Abdey COL.5.10


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

This course cannot be taken with ST327 Market Research: An Integrated Approach or ST205 Sample Surveys and Experiments.

This is a capped course. 


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.


This course will be delivered through a combination of classes and lectures totalling a minimum of 30 hours across Michaelmas Term.

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

Student performance results

(2019/20 - 2021/22 combined)

Classification % of students
First 51
2:1 34.7
2:2 4.1
Third 0
Fail 10.2

Key facts

Department: Statistics

Total students 2021/22: 18

Average class size 2021/22: 5

Capped 2021/22: Yes (20)

Value: Half Unit

Guidelines for interpreting course guide information

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Personal development skills

  • Application of numeracy skills
  • Commercial awareness