116-0328/02 – Marketing Research B (MVB)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorProf. Mgr. Maciej Mitrega, PhD.Subject version guarantorIng. Martina Petrunčíková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageCzech
Year of introduction2010/2011Year of cancellation2011/2012
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, Ph.D.
KOZ99 doc. Ing. Roman Kozel, Ph.D.
HOD022 Ing. Martina Petrunčíková, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

1. To design a conceptual framework for conducting marketing research. 2. To classify marketing research methods. 3. To understand the sampling design process 4. To apply the quantitative methods of marketing research. 5. To apply the qualitative methods of marketing research.

Teaching methods

Lectures
Tutorials

Summary

The aim of the subject is to extend knowledge about marketing research meaning. Furthermore, students should be acquainted with certain statistical methods, which are used in research practice. The students should gain practical experiences by means of working on their own research project.

Compulsory literature:

FORET, Miroslav a David MELAS. Marketingový výzkum: v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9. HENDL, Jan a Jiří REMR. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1. MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th edition. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0.

Recommended literature:

HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha: Portál, 2016. ISBN 978-80-262-0982-9. McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7. TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8.

Way of continuous check of knowledge in the course of semester

Tests.

E-learning

Other requirements

Prerequisities

Subject codeAbbreviationTitleRequirement
116-0302 MVA Marketing Research A Recommended

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. The role of modern statistics in the process of marketing research. - The basic terms. - Stages of statistical research. - The basis of work with data. 2. Selective statistical research. - Types of selective research. - Construction of selective error. - The quality of data. - Types of ranges. 3. Statistical and graphical description. - Measuring of grade and heterogenity of data. - Sorting first and second grade. - Contingency tables. - Point and interval estimate. 4. Testing hypothesis. - Indefiniteness of data. - Analysis of contingency tables. - Parametric and nonparametric tests. - X2 test. - Next characteristics. 5. Analysis of dependency. - Compare means. - T-tests. - Analysis of statistical scatter (ANOVA). ROC curves. 6. Correlation and regression analysis. - Correlation analysis. - Simple and multipleregression. 7. Segmentation and creating typologies. - Classification and creating profiles of customers. - Various types of measurement of distance. 8. Factor analysis. - Searching of hidden causes. - Measuring values of latent variables influencing answers in a questionnaire. - Identification of correlational dimensions and correlational clusters. 9. Presentation of results. - Interpretation of results. - Final report of research project. - Recommendation to the management. - Organization and course of the presentation. 10. Qualitative research. - Specifications of qualitative research. - Use of qualitative research for the needs of marketing communication. - Focus group. 11. Indirect and expert methods in research. - Psychological exploration. - Associative procedures. - Projective tests. - Physiognomical procedures. - Selective experts methods. 12. Decision-making processes in marketing. - Conditions for decision-making. - Market research in different conditions. - Procedure and presentation of results on a concrete market. - Examples from practice. 13. Choice of agency for cooperation in marketing research. - Decision-making abut participation of agency. - Overwiew of research agencies. 14. Modern statistical work. - Statistical calculation environment. - Specialized statistical software. - Database information sources for marketing research.

Conditions for subject completion

Full-time form (validity from: 2009/2010 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (45) 51
        Exercises evaluation Credit 45  25
        Examination Examination   3
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2011/2012 Summer
2010/2011 Summer