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

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.

Compulsory literature:

BRADLEY, N. Marketing Research: Tools and Techniques. 3rd ed. Oxford: University Press, 2013. 552 p. ISBN 978-0-199-65509-0. 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. 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.

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. CHURCHILL, Gilbert A. and Dawn IACOBUCCI. Marketing Research. Mason: South Western, 2010. ISBN 978-0-324-35995-4.

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: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Graded credit Graded credit 100  51
Mandatory attendence parzicipation: Participation in seminars min. 50 %.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
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