116-0302/09 – 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. Vojtěch Spáčil, CSc.
Study level	undergraduate or graduate
		Study language	Czech
Year of introduction	2017/2018	Year of cancellation	2020/2021
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
FIC0020	Mgr. Slavomíra Ficeriová
KOT0169	Ing. Markéta Kotásková
REB0007	Ing. Katarína Seifriedová, 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	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

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

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

Occurrence in study plans

Academic year	Programme	Branch/spec.	Form	Study language	Tut. centre	Year	Type of duty
2019/2020	(B6202) Economic Policy and Administration	(6202R027) National Economy	P	Czech	Ostrava	3	Choice-compulsory	study plan
2018/2019	(B6202) Economic Policy and Administration	(6202R027) National Economy	P	Czech	Ostrava	3	Choice-compulsory	study plan
2017/2018	(B6202) Economic Policy and Administration	(6202R027) National Economy	P	Czech	Ostrava		Choice-compulsory	study plan

Occurrence in special blocks

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

Assessment of instruction

2017/2018 Winter