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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Myslivcová Světlana, Ing. Ph.D.
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Burešová Jitka, Ing. Ph.D.
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Course content
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1. Introduction, the need, objectives and the importance of marketing research 2.Marketing information system, database marketing 3. Types of marketing research, marketing studies (exploratory, descriptive, causal and prognostic research, permanent and occasional research, transverse and longitudinal /panel/ research) 4. Primary and secondary research, marketing information sources: internal and external, primary and secondary (operational data, market intelligence, information library, databases, the Internet) 5.Quantitative and qualitative research 6.Design and preparation of marketing research, methodological approaches: positivistic and phenomenological, marketing research process (problem definition, setting of the research goal, design and evaluation of the benefits of marketing research) 7. Methods of collecting primary data 8.Creating questionnaires 9. Types of questions and their designing, scaling techniques 10. Methods of selecting respondents (statistical and non-statistical) 11. Sampling, sample size determination 12. Methods of data analysis: descriptive statistics 13. Testing statistical hypotheses, dependence (regression and correlation analysis) 14. Final report on a research project, its content and purpose
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming)
- Class attendance
- 56 hours per semester
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Learning outcomes
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The aim of the course is to give an introduction to marketing research, explain the needs for marketing research and its role in companies, discuss various types of marketing research, sources of data, describe the research process and methodology (methods of data collection, questionnaire design, sampling, methods of data analysis) as well as to show areas of applied marketing research in relation to marketing problem solutions.
On completion of the module, the student will be able: - To understand marketing research and its terminology. - To understand the role of marketing research in the strategical planning and management. - To design marketing research process and a questionnaire. - To gain practical experience in the secondary and primary data collection and analysis process. - To use the knowledge and experience outcomes for the diploma project.
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Prerequisites
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Pre-requisities: Study in the fields of Marketing and Statistics
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Assessment methods and criteria
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Written exam
Requirements for the course credits: - Attendance at seminars must not be less than 85 % - Drawing up seminar work in groups: 100 % - Semestral project (research report) ASSESSMENT - semestral project: the acquired knowledge and skills will be assessed via drawing up a group semestral work corresponding with the given topic (in written form, in the range of 2500 - 3000 words)and will be presented at seminars. Assessment: 20 points (min. 13 points) - examination: written test of all the knowledge and learning outcomes. Assessment: 60 points (min. 40 points) - seminar work: drawing up during the semester Assessment: 20 points (min. 13 points) For successful completion of the course including all partial assessments, success rate of at least 66% (66 points) is required.
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Recommended literature
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Babka, M.:. Kde a jak hledat informace o firmách.. Management Press, Praha, 1994.
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Bárta, V., Bártová, H.:. Marketingový výzkum trhu. Economia, Praha, 1991..
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Foret, M., Stávková, J.:. Marketingový výzkum. Jak poznávat své zákazníky. Grada, Praha, 2003. ISBN 80-247-0385-8.
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Malhotva, N. K., Birks, D.:. Marketing Research, European Adition, Addison-Westley, 2000..
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Příbová M. a kol.:. Marketingový výzkum v praxi. Grada Publishing, Praha, 1996. ISBN 80-7169-299-9.
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Sanders, M., Lewis, P., Thornhill, A.:. Research Methods for Business Students, Pitman Publishing, 1997..
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Wonnacot, T. - Wonnacot, R.:. Statistika pro obchod a hospodářství. Victoria Publishing, Praha, 1994..
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Zbořil, K.:. Marketingový výzkum. Metodologie a aplikace, Vysoká škola ekonomická v Praze, Praha, 1998..
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