ST307 Half Unit
Aspects of Market Research
This information is for the 2014/15 session.
Teacher responsible
Dr James Abdey COL.7.09
Availability
This course is available on the BSc in Accounting and Finance, BSc in Business Mathematics and Statistics, BSc in Management, 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.
Pre-requisites
Probability and statistics to the level of ST107.
Course content
The main ideas and applications of market research techniques. Problem formulation and research designs for market and opinion research. Random sampling and statistical inference. Quota sampling. Survey stages and sources of error. Data collection methods. Attitude measurement. Market models, advertising and public opinion research. The analysis of market research data.
Teaching
20 hours of lectures and 8 hours of classes in the MT. 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., D.F. Birks and P.A. Wills (2012) Marketing Research: An Applied Research (Fourth edition), Pearson (earlier editions are also fine)
Assessment
Exam (100%, duration: 2 hours) in the main exam period.
Key facts
Department: Statistics
Total students 2013/14: 9
Average class size 2013/14: 3
Capped 2013/14: No
Lecture capture used 2013/14: Yes (MT)
Value: Half Unit
PDAM skills
- Application of numeracy skills
- Commercial awareness
