116-0302/10 – Marketing Research A (MVA)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAL045 Ing. Tomáš Balcar
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
SKA0137 Ing. Adam Skácel
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Graded 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

Studijní opory TpB: https://lms.vsb.cz/course/view.php?id=73782

Other requirements

Passing the Statistics A module.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1.Introduction to marketing research. 2.Classification of marketing research types. 3.Information sources. 4.Marketing research problem.Brief.Research proposal. 5.Research design.Exploratory research. Descriptove research. Causal research. 6.Quantitative research methods. Survey (F2F, CAPI, CATI, CAWI). Obsarvation. Omnibus. Panel. 7.Questionnaire design. Question typology. 8.Qualitative research methods. Group interview. Mystery shopping. Ethnography. Nethnography. 9.Mystery shopping. Observation list. 10.Scales. Likert scales. Semantic differential. 11.Sampling design. Sampling procedures. 12.Data editing. Data coding. 13.Contingency tables. Statistical tests. 14.Data report. Visualisation.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Graded credit Graded credit 100  51 3
Mandatory attendence participation: Participation in seminars min. 50 %.

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Conditions for subject completion and attendance at the exercises within ISP: Students with an ISP are required to contact the practitioner leading the exercise for their study group by September 30, 2023. In order to meet the requirements for credit, the student must make a presentation of the assignment in the practicum, must participate in a paired project, and is required to take tests to verify ongoing knowledge. A 50% attendance rate is required. Individual work on the exercise may be partially (the extent will be determined by the instructor) replaced by independent work.

Show history

Occurrence in study plans

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2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 2 Compulsory study plan
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2023/2024 (B0311A050004) Applied Economics (S01) International Economic Relations P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (B0413A050012) Economics and Management (S03) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 3 Choice-compulsory type B study plan
2023/2024 (B0413A050012) Economics and Management (S02) Business Administration P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (B0413A050012) Economics and Management (S02) Business Administration P Czech Valašské Meziříčí 2 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 2 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0311A050004) Applied Economics (S01) International Economic Relations P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0413A050012) Economics and Management (S03) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0413A050012) Economics and Management (S02) Business Administration P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0413A050012) Economics and Management (S02) Business Administration P Czech Valašské Meziříčí 2 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 2 Compulsory study plan
2021/2022 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 3 Choice-compulsory type B study plan
2021/2022 (B0413A050012) Economics and Management (S02) Business Administration P Czech Valašské Meziříčí 2 Choice-compulsory type B study plan
2021/2022 (B0413A050012) Economics and Management (S03) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (B0413A050012) Economics and Management (S02) Business Administration P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
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2020/2021 (B0413A050012) Economics and Management (S02) Business Administration P Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (B0413A050012) Economics and Management (S02) Business Administration P Czech Valašské Meziříčí 2 Choice-compulsory type B study plan
2020/2021 (B0413A050012) Economics and Management (S03) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 3 Choice-compulsory type B study plan
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2020/2021 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2019/2020 (B0413A050012) Economics and Management (S03) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2019/2020 (B0413A050012) Economics and Management (S04) Economics and Law in Business P Czech Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B0413A050012) Economics and Management (S02) Business Administration P Czech Ostrava 2 Choice-compulsory type B study plan
2019/2020 (B0413A050012) Economics and Management (S02) Business Administration P Czech Valašské Meziříčí 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2023/2024 Winter
2022/2023 Winter
2021/2022 Winter
2020/2021 Winter