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Lecturer(s)
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Course content
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Marketing research as a part of marketing, MIS Stages of marketing research process, Defining research problem, aims, research questions and hypotheses Secondary data and packaged information, scientific databases Research designs: quantitative, qualitative, mixed methods research design Data collection methods - interview, observation and experiment Designing questionnaires, pretesting Qualitative methods, interviews and Focus Groups Experiment and quasi experiment in marketing research Collecting and analyzing data, validity and reliability in research Creating effective research reports
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Learning activities and teaching methods
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Students' portfolio, Lecture, Practicum
- Presentation preparation (report) (1-10)
- 3 hours per semester
- Contact hours
- 26 hours per semester
- Preparation for an examination (30-60)
- 30 hours per semester
- Undergraduate study programme term essay (20-40)
- 20 hours per semester
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| prerequisite |
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| Knowledge |
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| to use basic konowledge of marketing management |
| Skills |
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| to apply basic ICT skills |
| to prepare presentation in PowerPoint |
| Competences |
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| N/A |
| learning outcomes |
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| Knowledge |
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| to take advantage of basic information about marketing research into practice |
| to apply principles of marketing research |
| to understand research design |
| to consider up-to-date marketing research trends |
| Skills |
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| to create a plan of marketing research project |
| to apply analysis of research outputs |
| Competences |
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| to be knowledgeable in marketing research trends |
| teaching methods |
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| Knowledge |
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| Lecture supplemented with a discussion |
| Seminar |
| Self-study of literature |
| Collaborative instruction |
| Skills |
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| Seminar |
| Skills demonstration |
| Students' portfolio |
| Collaborative instruction |
| Competences |
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| Lecture supplemented with a discussion |
| Seminar classes |
| assessment methods |
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| Knowledge |
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| Test |
| Skills demonstration during practicum |
| Group presentation at a seminar |
| Oral exam |
| Skills |
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| Skills demonstration during practicum |
| Continuous assessment |
| Competences |
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| Skills demonstration during practicum |
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Recommended literature
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Bártová, Hilda; Bárta, Vladimír; Koudelka, Jan. Chování spotřebitele a výzkum trhu. Vyd. 1. Praha : Oeconomica, 2002. ISBN 80-245-0410-3.
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Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
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Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
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Hague, Paul N. Průzkum trhu : příprava, výběr vhodných metod, provedení, interpretace získaných údajů. Vyd. 1. Praha : Computer Press, 2003. ISBN 80-7226-917-8.
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Hyman, Michael R.; Sierra, Jeremy J. Marketing research kit for dummies. 2010. ISBN 978-0-470-52068-0.
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Kozel, Roman; Mynářová, Lenka; Svobodová, Hana. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3527-6.
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Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
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