Course: Marketing Research

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Course title Marketing Research
Course code KOD/MV
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 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)
  • 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. Seminars thematically follow the lectures.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Projection, Individual preparation for exam, Project-based learning
  • Preparation for classes - 10 hours per semester
  • Class attendance - 42 hours per semester
  • Preparation for exam - 28 hours per semester
  • Semestral paper - 50 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.
Prerequisites
Basic knowledge of marketing.
KOD/CMAR
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KOD/KZMA
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KOD/MAR
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KOD/MARA
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KOD/YZMA
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KOD/ZMA

Assessment methods and criteria
Combined exam, Seminar work

Credit requirements: a) Students are obliged to attend seminars. It is possible to be max 2 times absent per semester (not at the date of giving a presentation) without the need to apologize. b) At seminars students are obliged to work actively (to follow the teacher's instructions). If a student is not actively working on the seminar, he/she is considered to be absent. c) 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. d) Individual knowledge will be verified by a test in the 8th week of the semester. Every student must gain at least 50%. 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
  • 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
Faculty: Faculty of Economics Study plan (Version): Management of Commerce (4) Category: Economy 2 Recommended year of study:2, Recommended semester: Summer
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 and Business Economics (3) Category: Economy 3 Recommended year of study:3, Recommended semester: Summer
Faculty: Faculty of Economics Study plan (Version): Management and Business Economics (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