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 graduateRequirementCompulsory
Year3Semesterwinter
Study languageCzech
Year of introduction2004/2005Year of cancellation2021/2022
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: 2012/2013 Summer semester, validity until: 2021/2022 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation Credit 85  85 3
Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
2019/2020 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
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
2013/2014 (B6208) Economics and Management (6208R020) Business Economics K Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 3 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R020) Business Economics (02) Business Economics K Czech Ostrava 3 Choice-compulsory study plan
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

Assessment of instruction



2020/2021 Winter
2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter
2015/2016 Winter
2013/2014 Winter