545-0132/01 – Marketing Survey (MP)

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 graduateRequirementCompulsory
Study languageCzech
Year of introduction2016/2017Year of cancellation2017/2018
Intended for the facultiesHGFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
CHU0003 Ing. Kateřina Beierová
KOZ99 doc. Ing. Roman Kozel, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2
Part-time Credit and Examination 6+6

Subject aims expressed by acquired skills and competences

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

Teaching methods

Project work
Terrain work


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:

AAKER, D. A., V. KUMAR and G. S. DAY. Marketing Research. 8th ed. Hoboken: John Wiley & Sons, 2003. 792 p. ISBN 978-0471230571. LEHMANN, D. R., S. GUPTA and J. H. STECKEL. Marketing Research. Massachusetts: Addison-Wesley, 1998. 780 p. ISBN 0-321-01416-2.

Way of continuous check of knowledge in the course of semester


Other requirements

Individually according to the instructions of the teacher


Subject has no prerequisities.


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: 2016/2017 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 45  25
        Examination Examination 55  26 3
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2016/2017 (N2102) Mineral Raw Materials (2102T001) Economics and Management in the Field of Raw Materials P Czech Ostrava 1 Compulsory study plan
2016/2017 (N2102) Mineral Raw Materials (2102T001) Economics and Management in the Field of Raw Materials K Czech Most 1 Compulsory study plan
2016/2017 (N2102) Mineral Raw Materials (2102T001) Economics and Management in the Field of Raw Materials K Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Subject block without study plan - HGF - P - cs 2017/2018 Full-time Czech Optional HGF - Faculty of Mining and Geology stu. block

Assessment of instruction

2016/2017 Summer