Dr James Abdey COL.8.07

This course is available on the 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.

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 AT. 1 hour of classes in the ST.

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

This course does not include a reading week in Week 6 of Autumn Term.

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

Malhotra, N.K. (2019) Marketing Research: An Applied Orientation (7th edition), Pearson (earlier editions are also fine).

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