116-0328/03 – Marketing Research B (MVB)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | Prof. Mgr. Maciej Mitrega, PhD. | Subject version guarantor | Prof. Mgr. Maciej Mitrega, PhD. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 1 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2012/2013 | Year of cancellation | |
Intended for the faculties | EKF | Intended for study types | Follow-up Master |
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Individual or team graded tasks at seminars processed in MS Excel, IBM SPSS Statistics. The course is completed by a written exam consisting of theoretical and application questions.
E-learning
Other requirements
Self-study of compulsory literature.
Prerequisities
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Classification of research types. Structure of research methods.
2. Creation of a selection sample. Classification of selection techniques. Calculation of sample size.
3. Hypothesis testing. The essence of hypothesis testing, null hypothesis, assumptions. Chi-square test.
4. Hypothesis testing. T-tests of means. ANOVA.
5. Correlation analysis. Correlation coefficients. Limitations of examining correlation.
6. Regression analysis. Linear regression. Logistic regression. Probability and Chance.
7. Factor analysis. Exploratory factor analysis. Factor rotation. Factor scores.
8. Cluster analysis. Distance measurement methods. Methods of cluster analysis. Cluster profiling.
9. Discriminant analysis. Discriminant analysis model. Classification results.
10. Multi-criteria methods. Multi-criteria evaluation of variants. AHP method, Saaty method.
11. Qualitative research I. Group interview. In-depth interview.
12. Qualitative research II. Projective techniques. Ethnography. Netnography. Mystery shopping.
13. Introduction to academic writing.
Conditions for subject completion
Conditions for completion are defined only for particular subject version and form of study
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction