The 27-year-old scored 16 league goals for the Magpies last season and is reportedly the subject of interest from several clubs due to the presence of a release clause in his contract.
However, though Pardew admits the Senegal striker is keen to play in a more central role next term, he insists there is no indication that he wishes to leave Tyneside.
"I've not seen any sign from Demba since he came back that suggests he wants to find another club. I don't sense that at all," Pardew told the Mirror.
|40/1||Demba Ba is 40/1 to be the top Premier League goalscorer in 2012-13 with PaddyPower|
"I genuinely don't see a situation where he wants to move on. He has not stressed to me he wants to move to pastures new.
"He has said to me he wants some reassurance from me. He wants a more striking role this season and I think he will."
The 50-year-old went on to reveal that he is keeping tabs on out-of-contract winger Junior Hoilett, who has recently been offered a new deal by Blackburn.
"Wherever he ends up, we're keeping a close eye on that because he's a good player," he added.