116-0502/04 – Marketing Research (MRE)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year3Semesterwinter
Study languageEnglish
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
MIT0085 Prof. Mgr. Maciej Mitrega, PhD.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Graded credit 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:

1. Introduction to marketing research 2. Information sources 3. Marketing research problem 4. Research approach 5. Research design 6. Research methods 7. Questionnaire design 8. Observation 9. Measuring attitudes 10. Sampling 11. Data preparation and analysis 12. Qualitative research 13. Visualization and data report 14. Ethical framework of marketing research

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Graded credit Graded credit 100  51 3
Mandatory attendence participation: Participation in seminars min. 50 %.

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Conditions for subject completion and attendance at the exercises within ISP: Individual presentation and solving tasks, mid-term test.

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0412EKF015) Financial and Accounting Advisory P English Ostrava 2 Choice-compulsory type B study plan
2024/2025 (B0412A050006) Finance P English Ostrava 3 Choice-compulsory type B study plan
2024/2025 (B0413A050047) Business Administration P English Ostrava 3 Compulsory study plan
2023/2024 (B0412A050006) Finance P English Ostrava 3 Choice-compulsory type B study plan
2023/2024 (B0413A050047) Business Administration P English Ostrava 3 Compulsory study plan
2022/2023 (B0412A050006) Finance P English Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0413A050047) Business Administration P English Ostrava 3 Compulsory study plan
2021/2022 (B0412A050006) Finance P English Ostrava 3 Choice-compulsory type B study plan
2020/2021 (B0412A050006) Finance P English Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B0412A050006) Finance P English Ostrava 3 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

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