| Course title | Marketing Research |
|---|---|
| Course code | KOD/KMV |
| Organizational form of instruction | Lecture |
| Level of course | Bachelor |
| Year of study | 2 |
| Semester | Summer |
| Number of ECTS credits | 5 |
| Language of instruction | Czech |
| 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 |
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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.
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| Learning activities and teaching methods |
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Projection, Individual preparation for exam, Project-based learning
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| Learning outcomes |
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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. |
| Prerequisites |
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Basic knowledge of marketing.
KOD/KZMA ----- or ----- KOD/YZMA ----- or ----- KOD/ZMA |
| Assessment methods and criteria |
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Written examination, Combined exam, Seminar work, Self-reflection
Credit requirements: To obtain credits, it is necessary to work out an assigned 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 according to the teacher's instructions. Exam requirements: a) The subject of the exam is knowledge of the issues discussed during classes and also from the the compulsory study literature. The exam can be taken only after passing the credit. b) Lectures are 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. Every student must gain at least 60% in order to continue with an oral part of the exam. 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 |
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| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | 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 |