116-0328/03 – Marketing Research B (MVB)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Jana Hodulová, Ph.D.Subject version guarantorIng. Jana Hodulová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageCzech
Year of introduction2012/2013Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
VAL401 Ing. Jana Hodulová, Ph.D.
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
KLE243 Ing. Vojtěch Klézl, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VEL21 doc. Ing. Šárka Velčovská, 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
Project work
Other activities

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:

BURNS, C. Alvin a Ronald F. BUSH. Marketing Research. 7th ed. New Jersey: Prentice Hall, 2013. 496 p. ISBN 978-0133074673. FEINBERG, F. M., KINNEAR, T. a J. R. TAYLOR. Modern Marketing Research: Concepts, Methods, and Cases, 2nd ed. Mason: Cengage Learning, 2010. 720 p. ISBN 978-1-133-18896-4. MALHOTRA, N. K., BIRKS, D. F. & P. WILLS. Marketing Research. An Applied Approach. 4th ed. New Jersey: Prentice Hall, 2012. 929 p. ISBN 978- 0-273-72585-5.

Recommended literature:

BURNS, C. Alvin a Ronald F. BUSH. Marketing Research. 7th ed. New Jersey: Prentice Hall, 2013. 496 p. ISBN 978-0133074673. FEINBERG, F. M., KINNEAR, T. a J. R. TAYLOR. Modern Marketing Research: Concepts, Methods, and Cases, 2nd ed. Mason: Cengage Learning, 2010. 720 p. ISBN 978-1-133-18896-4. MALHOTRA, N. K., BIRKS, D. F. & P. WILLS. Marketing Research. An Applied Approach. 4th ed. New Jersey: Prentice Hall, 2012. 929 p. ISBN 978- 0-273-72585-5.

Way of continuous check of knowledge in the course of semester

Tests.

E-learning

Další požadavky na studenta

Individually according to the lecturer's instructions.

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: 2015/2016 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  30
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2012/2013 (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