Marketing Research
| Code | Completion | Credits | Range | Language |
|---|---|---|---|---|
| 32BE-P-RMAR-01 | Z,ZK | 6 | 2P+2C | English |
- Course guarantor:
- Ladislava Knihová
- Lecturer:
- Ladislava Knihová
- Tutor:
- Ladislava Knihová
- Supervisor:
- Institute of Management Studies
- Synopsis:
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The course focuses on the fundamentals of marketing research, including formulating research questions, designing methodology, and analyzing data. Students will learn how to conduct marketing research, interpret findings, and apply insights to marketing strategies.
- Requirements:
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Completing the Introduction to Marketing (Marketing) course is a recommended prerequisite for enrollment. A basic understanding of marketing principles and research methodology is beneficial but not required. The course is suitable for students interested in data analysis, research strategy development, and the practical application of research methods. Students should be prepared to work with qualitative and quantitative data while developing analytical and critical thinking skills.
- Syllabus of lectures:
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Week/Lecture Title
01Introduction to Marketing Research and Its Role in Decision-Making
03Developing Research Briefs and Evaluating Research Proposals
05Qualitative Research Techniques: Methods and Applications
07Sampling Methods and Data Collection Strategies
09Questionnaire Design and Survey Construction
11Data Analysis Techniques for Qualitative and Quantiative Research
13Best Practices for Using AI in Market Research
- Syllabus of tutorials:
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Week / Workshop title
02 Defining Research Problems and Setting Research Objectives
04 Research Design and Methodology
06 Quantitative Research Techniques: Methods and Applications
08 Measurement and Scaling in Marketing Research
10 Professional Terminology and Phrases to Enhance Your Research
- Study Objective:
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Students will develop the ability to formulate research problems, design and conduct research projects, and analyze results using both quantitative and qualitative methods. The course also covers ethical aspects of AI and the use of artificial intelligence in marketing research.
- Study materials:
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McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights (Twelfth edition). Wiley.
Male, S. (2024). AI Empowered: Revolutionizing Market Research.
Scientific Articles and Case Studies
Prestigious and renowned servers dealing with marketing research
- Note:
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The course provides students with fundamental knowledge of marketing research methods and techniques, including quantitative, qualitative, and mixed research approaches, data collection and analysis, and an innovative perspective on the use of AI in marketing research.
- Time-table for winter semester 2024/2025:
- Time-table is not available yet
- Time-table for summer semester 2024/2025:
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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 - The course is a part of the following study plans:
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- B-EM-P prezenční studium od 22/23 (compulsory elective course)