ST307 Half Unit
Aspects of Market Research
This information is for the 2022/23 session.
Teacher responsible
Dr James Abdey COL.5.10
Availability
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.
Pre-requisites
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.
Teaching
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).
Assessment
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
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