Marketing Research

Relations:

It is not possible to register for the course U16C5401 if the student is concurrently registered for or has previously completed the course 32BC-P-MKVY-01 (mutually exclusive courses).

The requirement for course U16C5401 can be fulfilled by substitution with the course 32BC-P-MKVY-01.

Course guarantor:

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:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• B-EK-prez.forma od 14/15 (compulsory elective course)
• B-PM-prez. forma od 14/15 (compulsory elective course)
• B-EK-prez.forma od 15/16 (compulsory elective course)
• B-PM-prez.forma od 15/16 (compulsory elective course)
• B-EK-prez.forma od 16/17 (compulsory course of the branch)
• B-EK-prez.forma od 17/18 (compulsory elective course)
• B-EM-P prezenční studium od 18/19 (compulsory elective course)
• B-EM-P prezenční studium od 19/20 (compulsory elective course)
• B-EM-P prezenční studium od 20/21 (compulsory elective course)
• B-EM-P prezenční studium od 21/22 (compulsory elective course)