116-0302/07 – Marketing Research A (MVA)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| Subject guarantor | doc. Ing. Vojtěch Spáčil, CSc. | Subject version guarantor | doc. Ing. Vojtěch Spáčil, CSc. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 3 | Semester | winter |
| | Study language | Czech |
| Year of introduction | 2011/2012 | Year of cancellation | 2021/2022 |
| Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Recommended literature:
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
Other requirements
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction