116-0502/04 – Marketing Research (MRE)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| 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 | English |
| Year of introduction | 2019/2020 | Year of cancellation | |
| 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
Tutorials
Project work
Practical training
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:
Recommended literature:
Additional study materials
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.