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Lecturer(s)
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Picek Jan, prof. RNDr. CSc.
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Course content
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1 Introduction to the subject - what is market research, its goals, basic overview of method 2 Research step: preparation, selection, data collection, monitoring, processing and presentation 3 Sampling procedures I: the quota, probabilistic sampling, Horvitz-Thompson estimation, simple random sampling 4 Sampling procedures II: systematic sampling and other sampling designs, sample size 5 Stratification, cluster sampling 6 Non-response, imputation, weighing 7 Rules regarding the questionnaire, the basic types of questions 8 Measurement and scale, scaling methods 9 Data processing particularly for nominal and ordinal variables 10 Verification and modeling of dependence in contingency tables 11 Special and advanced methods I: logistic regression, multidimensional scaling 12 Special and advanced methods II: cluster analysis, factor analysis 13 Fundamentals of a good presentation of the results 14 Projects in the CR market research, survey methodology
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- Class attendance
- 56 hours per semester
- Home preparation for classes
- 20 hours per semester
- Preparation for exam
- 30 hours per semester
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Learning outcomes
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Basic methods of probability sampling from finite populations. Estimation of characteristics of finite populations. Applications in sampling surveys.
Knowledge of basic methods of of probability sampling and estimation of characteristics of finite populations.
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Prerequisites
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Knowledge of differential and integral calculus and the fundamentals of mathematical statistics and probability.
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Assessment methods and criteria
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Combined examination
Requirements on credit: Term paper and its defense, active participation in seminars. Requirements on exam: Knowledge of problem solving, concepts and basic ideas.
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Recommended literature
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H. Řezanková. Analýza dat z dotazníkových šetření.. Praha, 2010. ISBN 978-80-7431-019-5.
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I. Pecáková. Statistika v terénních průzkumech. Praha, 2011. ISBN 978-80-7431-039-3.
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V. Čermák, M.Vrabec. Teorie výběrových šetření.. Praha, 1999.
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