  Presented are spectroscopic emission and absorption line observations along
the major axis of the Sb galaxy NGC 7331. The kinematics of the ionized gas and
the stars appears to be regular, but contrary to what one might expect, the
emission line gas rotates slower than the stars in the inner regions. This may
be caused by an inner inclined and warped gas layer. In the bulge region the
absorption line profiles have a shallow extension towards the systemic
velocity, but no counterrotation is observed which is contrary to previous
claims. These claims might have been based on a wrong interpretation of the
employed analysis method. A kinematical model has been made in order to explain
the observed sizes and shapes of the absorption line profiles. It appeared
necessary to combine a rapidly rotating disc having a radially decreasing
velocity dispersion with a slowly rotating constant dispersion bulge. Then,
simultaneously, the observed stellar radial velocities, the velocity
dispersions and the observed asymmetry of the line profile could be explained
satisfactorily. An even better fit to the data can be achieved when the disc is
relatively thinner and colder inside the bulge region. For the disc a M/L ratio
of 1.6 +/- 0.7 is derived in the I band. On the other hand, a rotation curve
fit gives a M/L ratio of 6.8 +/- 1 for the bulge. An analysis of a sample of
galactic discs and bulges shows that on average the mass-to-light ratio of the
bulge is three times as large as the mass-to-light ratio of the disc in the I
band. For the B-band this ratio goes up to 7.2.
