116-0528/01 – Marketing Research B (MRB)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorProf. Mgr. Maciej Mitrega, PhD.Subject version guarantorIng. Martina Petrunčíková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageEnglish
Year of introduction2009/2010Year of cancellation2013/2014
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAR33 Ing. Petr Baránek, Ph.D.
KOZ99 doc. Ing. Roman Kozel, Ph.D.
HOD022 Ing. Martina Petrunčíková, 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. Characterize basic statistical terms, methods and analysis used for data analysis in marketing research. 2. Classify methods and data analysis used in qualitative and quantitative research. 3. Analyse data from questionnaire's survey with the use of software SPSS. 4. Discuss possibilities of marketing research methods application for solving particular issues. 5. Recommend measures to improve current state on the basis of carried out data analysis.

Teaching methods



The aim of the subject is to extend knowledge about marketing research meaning. Furthermore, students should be acquainted with certain statistical methods, which are used in research practice. The students should gain practical experiences by means of working on their own 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

Student project work.


Other requirements



Subject codeAbbreviationTitleRequirement
116-0302 MVA Marketing Research A Recommended


Subject has no co-requisities.

Subject syllabus:

1. The role of modern statistics in the process of marketing research. - The basic terms. - Stages of statistical research. - The basis of work with data. 2. Selective statistical research. - Types of selective research. - Construction of selective error. - The quality of data. - Types of ranges. 3. Statistical and graphical description. - Measuring of grade and heterogenity of data. - Sorting first and second grade. - Contingency tables. - Point and interval estimate. 4. Testing hypothesis. - Indefiniteness of data. - Analysis of contingency tables. - Parametric and nonparametric tests. - X2 test. - Next characteristics. 5. Analysis of dependency. - Compare means. - T-tests. - Analysis of statistical scatter (ANOVA). ROC curves. 6. Correlation and regression analysis. - Correlation analysis. - Simple and multipleregression. 7. Segmentation and creating typologies. - Classification and creating profiles of customers. - Various types of measurement of distance. 8. Factor analysis. - Searching of hidden causes. - Measuring values of latent variables influencing answers in a questionnaire. - Identification of correlational dimensions and correlational clusters. 9. Presentation of results. - Interpretation of results. - Final report of research project. - Recommendation to the management. - Organization and course of the presentation. 10. Qualitative research. - Specifications of qualitative research. - Use of qualitative research for the needs of marketing communication. - Focus group. 11. Indirect and expert methods in research. - Psychological exploration. - Associative procedures. - Projective tests. - Physiognomical procedures. - Selective experts methods. 12. Decision-making processes in marketing. - Conditions for decision-making. - Market research in different conditions. - Procedure and presentation of results on a concrete market. - Examples from practice. 13. Choice of agency for cooperation in marketing research. - Decision-making abut participation of agency. - Overwiew of research agencies. 14. Modern statistical work. - Statistical calculation environment. - Specialized statistical software. - Database information sources for marketing research.

Conditions for subject completion

Full-time form (validity from: 2009/2010 Summer semester, validity until: 2013/2014 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 45  25
        Examination Examination 55  26
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner