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

Instruction secured by
Login	Name	Tuitor	Teacher 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 study	Way 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
Teaching by an expert (lecture or tutorial)

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.

Additional study materials

Study supports in the EduDocs system

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 code	Abbreviation	Title	Requirement
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 name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. 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.

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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 year	Programme	Branch/spec.	Spec.	Zaměření	Form	Study language	Tut. centre	Year	Type 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 name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner
Subject block without study plan - EKF - P - cs	2020/2021	Full-time	Czech				Optional	EKF - Faculty of Economics	stu. block

Assessment of instruction