116-0528/01 – Marketing Research B (MRB)
| Gurantor department | Department of Marketing and Business | Credits | 4 |
| Subject guarantor | Prof. Mgr. Maciej Mitrega, PhD. | Subject version guarantor | Ing. Martina Petrunčíková, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 1 | Semester | summer |
| | Study language | English |
| Year of introduction | 2009/2010 | Year of cancellation | 2013/2014 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master |
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
Lectures
Tutorials
Summary
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Student project work.
E-learning
Other requirements
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Prerequisities
Co-requisities
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
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