Marketing Research
| Code | Completion | Credits | Range | Language |
|---|---|---|---|---|
| U16C5401 | Z,ZK | 6 | 2P+2C | Czech |
- Garant předmětu:
- Lenka Nováková
- Lecturer:
- Lenka Nováková
- Tutor:
- Lenka Nováková
- 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:
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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:
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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:
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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 2022/2023:
-
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 2022/2023:
- Time-table is not available yet
- 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)
- B-EM-P prezenční studium od 22/23 (compulsory elective course)