ST327     
Market Research: An Integrated Approach

This information is for the 2014/15 session.

Teacher responsible

Dr James Abdey COL.7.09 and Mr Karsten Shaw

Availability

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

Students must have completed one of the following: Elementary Statistical Theory (ST102), Statistics for Management Sciences (ST203), Learning and Quantitative Data (MG205), Analytical Methods for Management (MG202), or equivalent. Not to be taken with ST307.

Course content

Main ideas and techniques used in marketing and opinion research. Statistical methods applied to market research data. ST327.1 Research Methods: Problem formulation and research designs for market and opinion research. Sample theory and methods. Survey stages and sources of error. Data collection methods. Attitude measurement. Market models, advertising and public opinion research. The analysis of market research data using statistical methods of multivariate analysis, including cluster, discriminant and factor 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.

Teaching

20 hours of lectures, 8 hours of classes and 1 hour of classes in the MT. 6 hours of lectures, 1 hour of classes and 6 hours 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 (60%, duration: 2 hours) in the main exam period.
Coursework (25%).
Presentation (15%) in the LT.

The assessed work is split into two parts; a group presentation and an individual case study

Key facts

Department: Statistics

Total students 2013/14: 28

Average class size 2013/14: 8

Capped 2013/14: No

Lecture capture used 2013/14: No

Value: One Unit

Guidelines for interpreting course guide information

PDAM skills

  • Application of numeracy skills
  • Commercial awareness

Course survey results

(2011/12 - 2013/14 combined)

1 = "best" score, 5 = "worst" score

The scores below are average responses.

Response rate: 95.7%

Question

Average
response

Reading list (Q2.1)

2

Materials (Q2.3)

1.8

Course satisfied (Q2.4)

1.5

Lectures (Q2.5)

1.5

Integration (Q2.6)

1.4

Contact (Q2.7)

1.7

Feedback (Q2.8)

1.9

Recommend (Q2.9)

Yes

92%

Maybe

8%

No

0%