116-0402/01 – Marketing Research A (MVAK)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year3Semesterwinter
Study languageCzech
Year of introduction2004/2005Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
GRE04 Ing. David Grendysa, MBA
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
URM003 Ing. Jaroslav Urminský, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Part-time Credit 6+6

Subject aims expressed by acquired skills and competences

1.To describe the research process. 2.To identify the suitable research method. 3.To design the questionnaire for market research. 4.To analyze the collected data. 5.To interpret the research results.

Teaching methods

Lectures
Seminars
Terrain work

Summary

The module explains the role of marketing research and shows applications for managerial decision-making. It helps to make overview in the procedures, methods and techniques used for marketing research with an emphasis on modern digital techniques. Within the module students get own experience in implementing specific research project.

Compulsory literature:

BURNS, Alvin C. and Ronald F. BUSH. Marketing Research. 7th ed. Boston: Pearson, 2014. 487 p. ISBN 978-0-273-76851-7. MALHOTRA, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 4th ed. New Jersey: Prentice Hall, 2012. 1037 p. ISBN 978-0-273-72585-5. MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3.

Recommended literature:

CHURCHILL, G. A. and D. IACOBUCCI. Marketing Research. Mason: South Western, 2010. 624 p. ISBN 978-0-324-35995-4. CLOW, Kenneth E. and Karen E. JAMES. Essentials of Marketing Research: Putting Research into Practice. Los Angeles: SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8. SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9.

Way of continuous check of knowledge in the course of semester

Vypracování dvou semestrálních prací(tvorba dotazníku, analýza dat), písemný test.

E-learning

Other requirements

Individually according to the lecturer's instructions.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing information system and secondary marketing research (research from the table). 2. Marketing research methodology. 3. Methods of primary research (field research). 4. Questionnaire. 5. Implementation of research. 6. Visualization, data report and presentation of results.

Conditions for subject completion

Part-time form (validity from: 1960/1961 Summer semester, validity until: 2012/2013 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85 (85) 0
        Project Project 85  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

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2015/2016 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
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2012/2013 (B6208) Economics and Management (6208R037) Management (02) Management K Czech Ostrava 3 Compulsory study plan
2011/2012 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 3 Choice-compulsory study plan
2008/2009 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 3 Choice-compulsory study plan
2007/2008 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner