| Course title | Marketing Research |
|---|---|
| Course code | KOD/YMR |
| Organizational form of instruction | Lecture + Lesson |
| Level of course | Bachelor |
| Year of study | not specified |
| Semester | Winter and summer |
| Number of ECTS credits | 5 |
| Language of instruction | English |
| Status of course | unspecified |
| Form of instruction | Face-to-face |
| Work placements | This is not an internship |
| Recommended optional programme components | None |
| Course availability | The course is available to visiting students |
| Lecturer(s) |
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| Course content |
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1. The role of marketing research in business decision-making. 2. Marketing research process. Research project management. 3. Types of marketing research. 4. Qualitative research. 5. Quantitative research. 6. Sampling. 7. Data collection. Basic method of primary data collection: survey. 8. Basic methods of primary data collection: observation and experimentation. 9. Data processing. 10. Data analysis. 11. Visualisation and interpretation of research results. 12. Structure of research report. Presentation of recommendations. 13. Modern methods in marketing research. 14. Ethics in marketing research.
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| Learning activities and teaching methods |
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Demonstration, Individual preparation for exam, Project-based learning
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| Learning outcomes |
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The main objective of this course is to provide a basic orientation in marketing research, research methods and techniques, and their practical application in business decision making.
The course will enable students to: 1. Gain 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 |
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Basic marketing knowledge.
KOD/KZMA ----- or ----- KOD/YZMA ----- or ----- KOD/ZMA |
| Assessment methods and criteria |
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Oral examination, Student performance assessment, Seminar work
Requirements on the student - before the exam * Attendance: - 2 absences are possible (you can be max twice absent) * Student project / Semestral work: - students must prepare and successfully defend a research project focused on the practical application of marketing research Requirements on the student - exam - the final examination is in oral form and is aimed to assess the knowledge of study topics - 60 % of the final mark is based on student project (semestral work), 40 % is based on answers to questions 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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