Course: Marketing Research

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Course title Marketing Research
Course code KOD/KMR
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 5
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
Course content
Study topics: 1. The role of marketing research in business decision making 2. Decisionmaking, marketing research process and research questions 3. Secondary data, databases and marketing information system 4. Qualitative research 5. Quantitative research, quantification and measurement 6. Sampling 7. Survey 8. Observation 9. Experimentation and test markets 10. Data processing and analysis 11. Communicating research results 12. Industry of market research, managing marketing research, ethics and quality

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Demonstration, Individual preparation for exam
  • Class attendance - 16 hours per semester
  • Preparation for exam - 28 hours per semester
  • Semestral paper - 50 hours per semester
  • Preparation for classes - 46 hours per semester
Learning outcomes

The course will enable students to: 1. Gain the general knowledge of the importance of marketing research in business decision making. 2. Acquire the knowledge and skills needed for marketing research application in practice.
Prerequisites
Principles of Marketing
KOD/KZMA
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KOD/YZMA
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KOD/ZMA

Assessment methods and criteria
Student performance assessment, Combined exam, Seminar work

The students must succesfully prepare and defend individual projects focused on practical application of a chosen research method (research plan, data collection, analysis, presentation). The final examination is in oral form and is aimed to assess the knowledge of topics mentioned above. 60 % of the final mark is based on individual project, 40 % is based on answers on question on theory.
Recommended literature
  • Hague, P. N., Hague, N., & Morgan, C.-A. Market research in practice: a guide to the basics. London?; Sterling, VA: Kogan Page, 2004. ISBN 0749441801.
  • McDaniel, C. D., & Gates, R. H. Marketing research essentials (5th ed). Hoboken, N.J: John Wiley, 2006. ISBN 0471684767.
  • Shukla, P. Essentials of Marketing Research. London, Great Britain, 2008. ISBN 978-87-7681-411-3.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): Economic Informatics (4) Category: Economy 3 Recommended year of study:3, Recommended semester: Summer
Faculty: Faculty of Economics Study plan (Version): Management of Commerce (4) Category: Economy 2 Recommended year of study:2, Recommended semester: Summer