116-0302/06 – Marketing Research A (MVA)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year3Semesterwinter
Study languageCzech
Year of introduction2010/2011Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
FIC0020 Mgr. Slavomíra Ficeriová
KOT0169 Ing. Markéta Kotásková
REB0007 Ing. Katarína Seifriedová
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+2

Subject aims expressed by acquired skills and competences

1.To describe the research process. 2.To identify the suitable research method. 3.To design the questionnaire for market research. 4.To analyse the collected data. 5.To interpret the research results.

Teaching methods

Lectures
Tutorials
Project work
Terrain work

Summary

The module explains the role of marketing research for managerial decision making. It brings an overview in the procedures, methods and techniques used for marketing research with an emphasis on modern digital processes. Within semester, students get practical experience in implementing specific research project.

Compulsory literature:

BURNS, Alvin C. and Ronald F. BUSH. Marketing Research. 7th ed. Boston: Pearson, 2014. 487 p. ISBN 978-0-273-76851-7. MALHOTRA, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 4th ed. New Jersey: Prentice Hall, 2012. 1037 p. ISBN 978-0-273-72585-5. MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3.

Recommended literature:

CHURCHILL, G. A. and D. IACOBUCCI. Marketing Research. Mason: South Western, 2010. 624 p. ISBN 978-0-324-35995-4. CLOW, Kenneth E. and Karen E. JAMES. Essentials of Marketing Research: Putting Research into Practice. Los Angeles: SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8. SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9.

Way of continuous check of knowledge in the course of semester

Individuální a týmové řešení výzkumných úkolů, prezentace týmového semestrálního projektu, dva písemné zápočtové testy.

E-learning

Další požadavky na studenta

Individually according to the lecturer's instructions.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction to marketing research 2. Marketing research problem 3. Research design 4. Research methods 5. Questionnaire design 6. Measurement and scaling 7. Sampling 8. Data preparation 9. Data analysis 10. Hypothesis testing 11. Qualitative research 12. Visualization and data report

Conditions for subject completion

Full-time form (validity from: 2012/2013 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85  85
Mandatory attendence parzicipation:

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Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2019/2020 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2019/2020 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2019/2020 (B6208) Economics and Management (6208R020) Business Economics P Czech Valašské Meziříčí 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics P Czech Valašské Meziříčí 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R020) Business Economics P Czech Valašské Meziříčí 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2015/2016 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2015/2016 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R020) Business Economics (00) Business Economics P Czech Ostrava 3 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R020) Business Economics (00) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
2012/2013 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Compulsory study plan
2011/2012 (B6208) Economics and Management (6208R020) Business Economics (00) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
2011/2012 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Compulsory study plan
2010/2011 (B6209) Systems Engineering and Informatics (6209R001) Applied Informatics (00) Applied Informatics P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R020) Business Economics (00) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B6209) Systems Engineering and Informatics (6209R025) System Engineering and Informatics P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B6207) Quantitative Methods in Economics (6207R015) Managerial and Decision Making Methods in Economics P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R020) Business Economics (01) Business Economics P Czech Valašské Meziříčí 3 Choice-compulsory study plan
2010/2011 (B6209) Systems Engineering and Informatics (6209R001) Applied Informatics P Czech Valašské Meziříčí 3 Choice-compulsory study plan
2010/2011 (B6209) Systems Engineering and Informatics (6209R001) Applied Informatics (01) Applied Infomatics P Czech Valašské Meziříčí 3 Choice-compulsory study plan
2010/2011 (B6234) Quantitative Methods and Decision Making in Economics (6207R015) Managerial and Decision Making Methods in Economics P Czech Ostrava 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner