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CZECH TECHNICAL UNIVERSITY IN PRAGUE
STUDY PLANS
2020/2021

Marketing Research

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Code Completion Credits Range Language
U16C5401 Z,ZK 6 2P+2C Czech
Lecturer:
Tutor:
Supervisor:
Institute of Management Studies
Synopsis:

At the end of the course student should be able to define a problem for a research project, to specify the goals and target group, to determine the method and technique of solving problems from the used procedures and applications in the field of marketing practice. As a marketing manager, he / she should be able to assign and solve research problems both independently and in cooperation with a professional research agency.

Requirements:

Credit and exam

Syllabus of lectures:

Position of marketing research in the company

Methods and techniques of marketing research

Marketing research of marketing mix components

Quantitative and qualitative research

Simple statistical processing of research data: types of variables, graphical representation of data, descriptive statistics

Hypothesis testing, Chi-square test of good conformity,contingency tables, ANOVA

Information sources in the company

Research of marketing communication

Customer satisfaction research

Syllabus of tutorials:

At the seminars, Case Studies will be discussed and topics of individual lectures will be practiced.

Study Objective:

The main aim of the course is to acquaint students with the problems of marketing research and its subsequent use in the final thesis. The goal is also to design and process marketing research on a given topic using specific methods and techniques.

Study materials:

GIDDENS, A. Sociologie. Praha: Argo, 2013. (kap. Metody sociologického výzkumu)

KOZEL, R. Moderní marketingový výzkum: nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. Praha: Grada, 2006.

NOVÝ, I., SURYNEK, A. Sociologie pro ekonomy a manažery. (2., přeprac. a rozš. vyd.). Praha: Grada, 2010. (kap. 7 - Metodologické postupy ke studiu sociální reality)

ŘEZANKOVÁ, H. Analýza dat z dotazníkových šetření. 2. vydání. Praha: Professional Publishing, 2010.

DISMAN, M. Jak se vyrábí sociologická znalost: Příručka pro uživatele (3.vyd.). Praha: Karolinum, 2000.

HAIR, J. F. Marketing research within a changing information environment. London: McGraw-Hill, 2002.

KALKA, J., ALLGAYER, F. Marketing podle cílových skupin: [jak žijeme, co kupujeme, čím se řídíme]. Brno: Computer Press, 2007.

MAREK, L. Statistika v příkladech. Praha: Professional Publishing, 2013

PECÁKOVÁ, I. Statistika v terénních průzkumech. Praha: Professional Publishing, 2011.

PECÁKOVÁ, I.; NOVÁK, I.; HERZMANN, J. Pořizování a vyhodnocování dat ve výzkumech veřejného mínění. Praha: Oeconomica, 2004.

ROUBAL, O., ZICH, F. Marketingová sociologie: marketingová komunikace a moderní společnost. Praha: Eupress, 2014.

TAHAL, R. Marketingový výzkum: postupy, metody, trendy. Praha: Grada Publishing, 2017

Note:
Time-table for winter semester 2020/2021:
06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
room

10:45–12:15
(lecture parallel1)
Tue
roomDEJ:104

12:30–14:00
(parallel nr.101)
Dejvice
104
Fri
Thu
Fri
Time-table for summer semester 2020/2021:
Time-table is not available yet
The course is a part of the following study plans:
Data valid to 2020-09-18
For updated information see http://bilakniha.cvut.cz/en/predmet5146006.html