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

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorProf. Mgr. Maciej Mitrega, PhD.Subject version guarantorProf. Mgr. Maciej Mitrega, PhD.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year1Semestersummer
Study languageEnglish
Year of introduction2013/2014Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
MIT0085 Prof. Mgr. Maciej Mitrega, PhD.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
SIW009 Ing. Markéta Zajarošová, 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:

BURNS, A. C., A. VEECK and R. F. BUSH. Marketing Research. 8th ed. Harlow: Pearson, 2017. ISBN 978-1-292-15326-1. MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0. McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7.

Recommended literature:

HACKLEY, Christopher E. Qualitative Research in Marketing and Management: Doing Interpretive Research Projects. 2nd ed. London: Routledge, Taylor and Francis Group, 2020. ISBN 978-1-138-33219-5. MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3. SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. ISBN 978-1-4739-1657-9.

Way of continuous check of knowledge in the course of semester

Individual or team graded tasks at seminars processed in MS Excel, IBM SPSS Statistics. The course is completed by a written exam consisting of theoretical and application questions.

E-learning

Other requirements

Self-study of compulsory literature.

Prerequisities

Subject codeAbbreviationTitleRequirement
116-0302 MVA Marketing Research A Recommended

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Classification of research types. Structure of research methods. 2. Creation of a selection sample. Classification of selection techniques. Calculation of sample size. 3. Hypothesis testing. The essence of hypothesis testing, null hypothesis, assumptions. Chi-square test. 4. Hypothesis testing. T-tests of means. ANOVA. 5. Correlation analysis. Correlation coefficients. Limitations of examining correlation. 6. Regression analysis. Linear regression. Logistic regression. Probability and Chance. 7. Factor analysis. Exploratory factor analysis. Factor rotation. Factor scores. 8. Cluster analysis. Distance measurement methods. Methods of cluster analysis. Cluster profiling. 9. Discriminant analysis. Discriminant analysis model. Classification results. 10. Multi-criteria methods. Multi-criteria evaluation of variants. AHP method, Saaty method. 11. Qualitative research I. Group interview. In-depth interview. 12. Qualitative research II. Projective techniques. Ethnography. Netnography. Mystery shopping. 13. Introduction to academic writing.

Conditions for subject completion

Full-time form (validity from: 2014/2015 Summer semester, validity until: 2022/2023 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 35  20
        Examination Examination 65  25 3
Mandatory attendence participation: Compulsory participation in seminars is not required. In order to receive points from partial tasks, students must upload their solutions to the LMS Moodle within the specified deadlines and take a credit test. The date of the credit test will be determined by the teacher.

Show history

Conditions for subject completion and attendance at the exercises within ISP: Compulsory participation in seminars is not required. In order to receive points from partial tasks, students must upload their individual solutions to the LMS Moodle within the specified deadlines and take a credit test. The date of the credit test will be determined by the teacher.

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (N0414A050002) Marketing and Business MG P English Ostrava 1 Compulsory study plan
2023/2024 (N0414A050002) Marketing and Business MG P English Ostrava 1 Compulsory study plan
2022/2023 (N0414A050002) Marketing and Business MG P English Ostrava 1 Compulsory study plan
2021/2022 (N0414A050002) Marketing and Business MG P English Ostrava 1 Compulsory study plan
2020/2021 (N0414A050002) Marketing and Business MG P English Ostrava 1 Compulsory study plan
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

Assessment of instruction



2015/2016 Summer