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Lecturer(s)
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Pícha Kamil, doc. Ing. XXX
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Martíšková Petra, Ing. Ph.D.
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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. Ethics in marketing research.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Demonstration, Activating (simulations, games, drama), Individual preparation for exam, Project-based learning
- Semestral paper
- 46 hours per semester
- Preparation for classes
- 28 hours per semester
- Class attendance
- 28 hours per semester
- Preparation for exam
- 28 hours per semester
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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.
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Prerequisites
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Basic marketing knowledge.
KOD/YZMA
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Assessment methods and criteria
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Oral examination, Student performance assessment, Combined exam, 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 topics mentioned above - 60 % of the final mark is based on student project (semestral project), 40 % is based on answers to question on theory
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Recommended literature
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Burns, A. C., Veeck, A., & Bush, R. F. Marketing research (8th ed., global ed.).. Harlow: Pearson Education Limited., 2017.
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Hague, P., Harrison, M., Cupman, J., & Truman, O. Market research in practice: An introduction to gaining greater market insight (3rd ed.).. Kogan Page., 2016.
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Malhotra, N. K., Nunan, D., & Birks, D. F. Marketing research: An applied approach (5th ed.).. Harlow: Pearson Education Limited., 2017.
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McDaniel, C., & Gates, R. H. Marketing research (10th ed.).. Hoboken, NJ: Wiley., 2015.
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