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Lecturer(s)
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Burešová Jitka, Ing. Ph.D.
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Course content
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Lectures: 1.Introduction, need for marketing research, aims of the marketing research 2.Marketing information system, data-based marketing 3.Marketing research strategies 4.Primary and secondary research, classification of data 5.Quantitative and qualitative research, methods used 6.Marketing research process, methodological approach 7.Sampling 8.Methods of data collection 9.Questionnaire design 10.Questions and scaling techniques 11.Data processing and editing 12.Methods of data analysis 13.Marketing research report 14.Applied marketing research Tutorials: 1.Introduction, need for marketing research 2.Marketing research agencies, ICC/ESOMAR, client-researcher relationship 3.Case study 4.Data sources - searching for data (library, internet) 5.Secondary data analysis and presentation 6.Secondary data in research projects 7.Research process design 8.Methods of data collection - case study 9.Questionnaire design 10.Sampling, size of a sample 11.Data processing 12.Data analysis 13.Applied marketing research - video 14.Project presentation, credits
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming)
- Preparation for exam
- 30 hours per semester
- Class attendance
- 56 hours per semester
- Semestral paper
- 30 hours per semester
- Presentation preparation (report)
- 10 hours per semester
- Preparation for credit
- 20 hours per semester
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Learning outcomes
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The module gives an introduction to marketing research, explains needs for marketing research and its role in companies, discusses various types of marketing research, sources of data, describes the research process and methodology (methods of data collection, questionnaire design, sampling, methods of data analysis) as well as shows 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.
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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 credits: - Tutorial attendance: 85 % - Tutorial projects (case studies, practical exercises): 100 % - Semestral project (marketing research report) Assessment strategy: Knowledge and skill outcomes will be assessed by one piece of group coursework in written form of 2500-3000 words that will be presented in the tutorial. This unit of assessment will address all learning outcomes. Assessment: 20 point (min. 12 points) Tutorial projects in written form will be presented in the tutorials during the semester. Assessment: 20 points (min 12 points).
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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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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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