Marketing Research
| Code | Completion | Credits | Range | Language |
|---|---|---|---|---|
| 32BC-P-MKVY-01 | Z,ZK | 6 | 2P+2C | Czech |
- Relations:
- It is not possible to register for the course 32BC-P-MKVY-01 if the student is concurrently registered for or has already completed the course U16C5401 (mutually exclusive courses).
- During a review of study plans, the course U16C5401 can be substituted for the course 32BC-P-MKVY-01.
- Course guarantor:
- Lenka Nováková
- Lecturer:
- Lenka Nováková
- Tutor:
- Lenka Nováková
- Supervisor:
- Institute of Management Studies
- Synopsis:
-
After completing the course, the student should be able to:
1. define the problem for the research project
2. specify the goals and target group of the research
3. in relation to them, determine the method and technique of solution from the used procedures and applications in the field of marketing practice.
Students should be able to enter and solve research problems independently and in cooperation with a professional research agency from the position of a marketing manager.
- Requirements:
-
Course completion requirements
1. Study Credit: Participation in exercises 80%, active work, submission of seminar work and seminar presentations according to the schedule, successful test and other tasks in the exercise. In order to get a credit, it is necessary to get at least 70 points out of a possible 100.
2. Exam: Theoretical mastery of the topics discussed (in the scope of lectures, exercises and compulsory literature). The subject will be completed by an oral exam. Assessments from exercises (points) are counted towards the final grade of 50%.
- Syllabus of lectures:
-
Schedule 09/23-01/24 :
Introduction to the subject. Basic concepts of MV.
Methods and techniques of MV - overview and use. Qualitative and quantitative research.
MV process I. Tender phase
Process MV II. Implementation phase
Consumer and consumer behavior research
Application areas of MV I. Product and brand research, media research.
Application areas of MV II. Communication and media research.
Application areas of MV III. Price and distribution research.
Application areas of MV IV. Research for strategic marketing decision-making
New techniques and use of the Internet in MV
Statistical methods in market research
Comprehensive and agency research
Customer Insight, Customer Based Intelligence - in-depth understanding of the customer
Marketing Research in relation to marketing management, use in companies.
- Syllabus of tutorials:
-
The essence and objectives of marketing research
The position of marketing research in the enterprise - part of marketing management. Sources of information in the enterprise.
Marketing research process. Assignment and processing of the research project.
The process of creating and implementing a research project
Methods and techniques of marketing research and their use
Quantitative research. Qualitative research
Marketing and statistics. Simple statistical processing of research data: types of variables, graphical representation of data, descriptive statistics
Marketing research on the components of the marketing mix and application research
Product research, brand research, price research, distribution research, communication research
Consumer research, consumer and purchasing behavior research
Customer satisfaction research, customer understanding
Marketing research for strategic decision making
Innovative research methods, the Internet and new trends...
- Study Objective:
-
The main objective of the course is:
- To acquaint students with the issues of marketing research and the possibilities of use in the final thesis
- Be able to design and process marketing research on a given topic using specific methods and techniques
- Study materials:
-
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.
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.
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
Další: odborné literární zdroje, online zdroje výzkumných agentur, SIMAR apod.
- Note:
- Time-table for winter semester 2024/2025:
-
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 Tue Wed Thu Fri - Time-table for summer semester 2024/2025:
- Time-table is not available yet
- The course is a part of the following study plans:
-
- B-EM-P prezenční studium od 20/21 (compulsory elective course)
- B-EM-P prezenční studium od 21/22 (compulsory elective course)
- B-EM-P prezenční studium od 22/23 (compulsory elective course)
- B0413P050061 Ekonomika a management (profesní studijní program) - počínaje od ZS 2023/2024 (compulsory elective course)
- B0413P050061 Ekonomika a management (OZ101 Marketing) od ZS 2023/2024 (compulsory elective course)
- B0413P050061 Ekonomika a management (OZ102 Personální management) od ZS 2023/2024 (compulsory elective course)
- B0413P050061 Ekonomika a management (OZ103 Řízení firemních procesů) od ZS 2023/2024 (compulsory elective course)
- B0413P050061 Ekonomika a management (OZ104 Účetnictví) od ZS 2023/2024 (compulsory elective course)
- B0413P050061 Ekonomika a management (OZ105 Manažerská informatika) od ZS 2023/2024 (compulsory elective course)
- B0413P050061 Ekonomika a management (OZ106 Obchodní podnikání) od ZS 2023/2024 (compulsory elective course)