116-0402/01 – Marketing Research A (MVAK)
Gurantor department | Department of Marketing and Business | Credits | 4 |
Subject guarantor | doc. Ing. Vojtěch Spáčil, CSc. | Subject version guarantor | doc. Ing. Vojtěch Spáčil, CSc. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 3 | Semester | winter |
| | Study language | Czech |
Year of introduction | 2004/2005 | Year of cancellation | 2021/2022 |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Recommended literature:
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction