Marketing Research

Course guarantor:

Lecturer:

Tutor:

Supervisor:

Institute of Management Studies

Synopsis:

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:

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:

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:

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:

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:

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:

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.

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• B-EM-P prezenční studium od 22/23 (compulsory elective course)