116-0502/01 – Marketing Research (MRE)

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 languageEnglish
Year of introduction2008/2009Year of cancellation2020/2021
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, 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 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
Tutorials
Project work

Summary

This module deals with the basic elements and concepts of marketing research. The aim is to teach students to describe the process of marketing research and identify adequate methods of marketing research. Students should also be able to design appropriate tools for data gathering and specify how to analyze research data.

Compulsory literature:

BROWN, T. J., SUTER, T. A. and G. A. CHURCHILL. Basic Marketing Research. 9th ed. Mason: Cengage Learning, 2018. 352 p. ISBN 978-1-337-10029-8. BURNS, A. C., VEECK, A. and R. F. BUSH. Marketing Research. 8th ed. London: Pearson, 2017. ISBN 9780134167404. MALHOTRA, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 7th ed. London: Pearson, 2019. 896 p. ISBN 978-0134734842.

Recommended literature:

BABIN, Barry J. and William G. ZIKMUND. Exploring Marketing Research. 11th ed. Mason: Cengage Learning, 2016. 656 s. ISBN 978-1-305-26352-9. BABIN, Barry J. and William G. ZIKMUND. Essentials of Marketing Research. 6th ed. Mason: Cengage Learning, 2016. 512 s. ISBN 978-1-305-26347-5. HAIR, Joseph. F. and Mary CELSI. Essentials of Marketing Research. 4th ed. London: McGraw Hill, 2017. ISBN 9780078112119.

Way of continuous check of knowledge in the course of semester

individual presentation of tasks, team presentation of questionnaire design and data analysis, written mid-term test

E-learning

Other requirements

Basic knowledge of statistics

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

Introduction to market research. Problem definition and research approach. Marketing information system. The research process. Sources of marketing data. Secondary and primary research. Methods of collecting data. Survey, observation and qualitative research methods. Designing the questionnaire. Attitude measurement. Sampling. Data analysis. Hypothesis testing. Presenting the results.

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester, validity until: 2020/2021 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51 3
        Examination Examination 65  25 3
        Exercises evaluation Credit 35  18 3
Mandatory attendence participation: 80% on seminars

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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
2010/2011 (B6208) Economics and Management (6208R174) European Business Studies P Czech Ostrava 2 Compulsory study plan
2009/2010 (B6202) Economic Policy and Administration (6202R010) Finance (01) Finance P Czech Ostrava 3 Choice-compulsory study plan
2008/2009 (B6202) Economic Policy and Administration (6202R010) Finance (01) Finance P Czech Ostrava 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

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