Dr James Abdey COL.5.10

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

Not to be taken with ST327.

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.

20 hours of lectures and 10 hours of classes in the MT. 1 hour of classes in the ST.

Lectures will run in weeks 1-10 and classes in weeks 2-11. 

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

Malhotra, N.K., D. Nunan and D.F. Birks (2017) Marketing Research: An Applied Research (Fifth edition), Pearson (earlier editions are also fine)

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