545-0074/02 – Marketing Research (MV)

Gurantor departmentDepartment of Economics and Control SystemsCredits5
Subject guarantordoc. Ing. Roman Kozel, Ph.D.Subject version guarantordoc. Ing. Roman Kozel, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year3Semesterwinter
Study languageCzech
Year of introduction2017/2018Year of cancellation
Intended for the facultiesHGFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
CHU0003 Ing. Kateřina Beierová
KOZ99 doc. Ing. Roman Kozel, Ph.D.
POD0120 Ing. Anežka Podlasová
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2
Combined Credit and Examination 6+6

Subject aims expressed by acquired skills and competences

Describe the process of marketing research. Classify application of marketing research. Select appropriate methods of primary research. Create a questionnaire. Evaluate data from interviews.

Teaching methods

Lectures
Tutorials

Summary

Předmět představuje z několika stran stěžejní metodu získávání dat a využívání informací, které uspořádáním dat vznikají. Na přednáškách studenty seznamuje s možnostmi použití marketingového výzkumu v podnikové praxi a se specifiky využití výzkumu na průmyslovém trhu. Během cvičení získávají studenti praktické zkušenosti s výzkumem zpracováním semestrálního výzkumného projektu.

Compulsory literature:

MALHOTRA, NARESH K. Marketing Research. An Applied Orientation. Global Edition. 6th ed. New Jersey: Prentice Hall, 2010. 929 p. ISBN 0-13-609423-6.

Recommended literature:

BURNS A. C., BUSH, R. F. Marketing research. 7th. Harlow: Pearson Education, 2013. 496 p. ISBN 978-0-13-307467-3.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Individually according to the instructions of the teacher

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Industrial and consumer marketing research 2. Organization of marketing research 3. Marketing research methodology 4. Secondary research 5. Selection of respondents 6. Survey and questionnaire 7. Implementation of research 8. Visualization and data report 9. Other methods of primary research 10. Product research 11. Price research 12. Distribution research 13. Research for marketing communications 14. Current trends in marketing research

Conditions for subject completion

Full-time form (validity from: 2017/2018 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 45  25
        Examination Examination 55  26
Mandatory attendence parzicipation: 50 %

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 3 Choice-compulsory study plan
2019/2020 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Ostrava 3 Choice-compulsory study plan
2019/2020 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 3 Choice-compulsory study plan
2018/2019 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 3 Choice-compulsory study plan
2018/2019 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Ostrava 3 Choice-compulsory study plan
2018/2019 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 3 Choice-compulsory study plan
2017/2018 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 3 Choice-compulsory study plan
2017/2018 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Ostrava 3 Choice-compulsory study plan
2017/2018 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner