116-0302/08 – Marketing Research A (MVA)

Gurantor department	Department of Marketing and Business	Credits	4
Subject guarantor	doc. Ing. Vojtěch Spáčil, CSc.	Subject version guarantor	doc. Ing. Roman Kozel, Ph.D.
Study level	undergraduate or graduate
		Study language	Czech
Year of introduction	2013/2014	Year of cancellation	2013/2014
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
KOZ99	doc. Ing. Roman Kozel, Ph.D.
SPA50	doc. Ing. Vojtěch Spáčil, CSc.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Credit and Examination	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, Naresh K. Marketing Research. An Applied Approach. 7th ed. New Jersey: Prentice Hall, 2019. 888 s. ISBN 978-1292265636. 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

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. Marketing information system and secondary marketing research 2. Marketing research methodology 3. Polling 4. Content of the questionnaire 5. Other methods of primary research 6. Implementation of research 7. Product research 8. Price research 9. Distribution research 10. Research for marketing communications 11. Visualization and data report 12. Research agency

Conditions for subject completion

Conditions for completion are defined only for particular subject version and form of study

Occurrence in study plans

Academic year	Programme	Branch/spec.	Spec.	Zaměření	Form	Study language	Tut. centre	Year	W	S	Type of duty

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

Předmět neobsahuje žádné hodnocení.