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

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Mgr. Maciej Mitrega, PhD.Subject version guarantordoc. Mgr. Maciej Mitrega, PhD.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
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.
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
MIT0085 doc. Mgr. Maciej Mitrega, PhD.
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
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, 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

Individual and team work, credit test, seminar project. The course is completed by a written exam consisting of theoretical and application questions.

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. Types of research. Structure of research methods. 2. Sampling. Classification of sampling techniques. Calculation of sample size. 3. Correlation analysis. Correlation coefficients. Limitations on correlation analysis. 4. Regression analysis. Linear regression. Logistic regression. Probability and chance. 5. Hypothesis testing. One-sided and two-sided test. 6. Factor analysis. Exploratory factor analysis. Rotation of factors. Factor scores. 7. Cluster analysis. Methods of measuring distances. Methods of cluster analysis. Clustering profiling. 8. Conjoint analysis. Types, assumptions, limitations and conjoint analysis process. 9. Discriminant analysis. Model of discriminant analysis. Classification results. 10. Multivariate analysis. Multicriteria 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.

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