Course: Marketing Research

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Course title Marketing Research
Course code KOD/CMV
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Martíšková Petra, Ing. Ph.D.
Course content
Topics: 1. The role of marketing research in marketing management. 2. The process of marketing research. Research project management. 3. Types of marketing research. 4. Qualitative research. 5. Quantitative research. 6. Planning of respondent selection. 7. Data collection. Basic method of primary data collection: surveys. 8. Basic methods of primary data collection: observation and experiment. 9. Data processing. 10. Data analysis. 11. Visualization and interpretation of outputs. 12. Structure of the research report. Presentation of recommendations. 13. Modern methods of research. 14. Ethics in marketing research.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Projection, Individual preparation for exam, Project-based learning
  • Preparation for classes - 36 hours per semester
  • Preparation for exam - 28 hours per semester
  • Semestral paper - 50 hours per semester
  • Class attendance - 16 hours per semester
Learning outcomes
The aim of the course is to provide basic theoretical knowledge of marketing research, i.e. its purpose, process, methods and techniques, and to give an opportunity to apply this knowledge (within an assigned semestral project).
Students understand the basic principles of marketing research and are able to plan and carry out marketing research according to a management problem.
Basic knowledge of marketing.
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Assessment methods and criteria
Combined exam, Seminar work

Credit requirements: a) To obtain credits, it is necessary to work out a semestral project. The specific form of the project and the deadline for submission is determined by the teacher. An insufficiently processed project can be submitted once again (based on the agreement with the teacher). Projects will be presented at seminars according to the teacher's instructions. b) Individual knowledge will be verified by a test at the 3rd consultation. Every student must gain at least 50%. Exam requirements: a) The subject of the exam is knowledge of the issues discussed during contact teaching and also from the the compulsory study literature. The exam can be taken only after passing the credit. b) Frontal teaching is only one of the sources which help to understand the issues, they are not the only and comprehensive source of information. For each topic, a teacher determines necessary information sources for studying, which the student must adequately acquire for the exam. c) The exam has a form of a written test and oral discussion. Every student must gain at least 60%. Any questions or problems should be consulted as soon as possible with the teacher, who may clarify or supplement the above rules (there must be serious reasons for it). Other rules are governed by the Dean's Decree No. 124/2017 and the Study and Examination Regulations of the University.
Recommended literature
  • Aaker, David A. Marketing research: international student version.. Hoboken, John Wiley., 2013. ISBN 978-1-118-32181-2.
  • Kozel, R., Mynářová, L., & Svobodová, H. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing, a.s., 2011.
  • McDaniel, C., & Gates, R. H. Marketing Research (Tenth edition). Hoboken, NJ: Wiley., 2015.
  • Tahal, R. Marketingový výzkum: postupy, metody, trendy. Praha: Grada Publishing, a.s., 2017.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester