Course title | Marketing Research |
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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) |
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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
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Learning activities and teaching methods |
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Demonstration, Individual preparation for exam
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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 ----- or ----- KOD/YZMA ----- or ----- 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 |
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Study plans that include the course |
Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester | |
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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 |