116-0528/02 – Marketing Research B (MRB)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Jana Hodulová, Ph.D.Subject version guarantorIng. Jana Hodulová, Ph.D.
Study levelundergraduate or graduate
Study languageEnglish
Year of introduction2013/2014Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
VAL401 Ing. Jana Hodulová, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VEL21 doc. Ing. Šárka Velčovská, 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

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:

1. AAKER, D. A.; KUMAR V.; DAY V.S. Marketing Research. 8th ed. Hoboken: John Wiley & Sons, 2003. 792 p. ISBN 978-0471230571. 2. HAGUE N.; HAGUE P.; MORGAN C. A. Market Research in Practice. London: Kogan Page, 2004. 226 p. ISBN 978-0-7494-4180-7.

Recommended literature:

BIRN R. J. The International Handbook of Market Research Techniques. 3rd ed. London: Kogan Page, 2002. 594 p. ISBN 978-0-7494-3865-4.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Student should pass basic course of Marketing Research and basic course of Statistics.

Prerequisities

Subject codeAbbreviationTitleRequirement
116-0302 MVA Marketing Research A Recommended

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1.Correlation and Regression. 2.Discriminant and Logit Analysis. 3.Factor Analysis. 4.Cluster Analysis. 5.Multidimensional Scaling. 6.Conjoint Analysis. 7.Structural Equation Modelling and Path Analysis. 8.Qualitative Research. 9.Causal Research Design: Experimentation

Conditions for subject completion

Full-time form (validity from: 2014/2015 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 35  20
        Examination Examination 65  25
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner