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

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorProf. Mgr. Maciej Mitrega, PhD.Subject version guarantorProf. Mgr. Maciej Mitrega, PhD.
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
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
LOS0006 RNDr. Jiří Lošťák, Ph.D.
MIT0085 Prof. Mgr. Maciej Mitrega, PhD.
SIW009 Ing. Markéta Zajarošová, 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

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

Subject codeAbbreviationTitleRequirement
116-0302 MVA Marketing Research A Recommended

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

Full-time form (validity from: 2023/2024 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  31 3
Mandatory attendence participation: Mandatory participation in seminars is not required. In order to receive points from sub-tasks, students must upload their solutions to the LMS Moodle within the specified deadlines.

Show history

Conditions for subject completion and attendance at the exercises within ISP: Compulsory participation in seminars is not required. In order to receive points from sub-tasks, students must upload their independently processed solutions to the LMS Moodle within the specified deadlines.

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2024/2025 (N0311A050040) Economics P Czech Ostrava 1 Choice-compulsory type B study plan
2023/2024 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2023/2024 (N0311A050040) Economics P Czech Ostrava 1 Choice-compulsory type B study plan
2022/2023 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2021/2022 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
2020/2021 (N0414A050001) Marketing and Business MG P Czech Ostrava 1 Compulsory study plan
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
Subject block without study plan - EKF - P - cs 2020/2021 Full-time Czech Optional EKF - Faculty of Economics stu. block

Assessment of instruction



2023/2024 Summer
2022/2023 Summer
2021/2022 Summer
2020/2021 Summer
2019/2020 Summer
2018/2019 Summer
2017/2018 Summer
2016/2017 Summer
2015/2016 Summer
2014/2015 Summer
2013/2014 Summer
2012/2013 Summer