Course syllabus MV - Marketing Research (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: Marketing Research
Semester: -- item not defined --
Course supervisor: Ing. Eva Jaderná, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: not Bachelor state examination
Time allowance: full-time, 1/1 (hours of lectures per week / hours of seminars per week)
part-time, 0/8 (lectures per period / seminars per period)
Type of study: usual
Form of teaching: lecture, seminar
Mode of completion and credits: Classified fulfillment of requirements (3 credits)
Course objective:
The purpose of this course is to provide candidates with the fundamental skills in research design and analysis. The focus will be on qualitative and quantitative research execution and the application of research findings in decision making. The course is geared toward the practical application of research.
 
Course methods: Lectures and seminars. Research project, plan of marketing research, primary data collection, analysis and interpretation.
 
Course content:
1.Marketing Research (allowance 1/1)
 
a.Marketing Research vs. Analysis
b.Secondary vs. Primary

2.The Research Process (allowance 1/1)
 
a.Planning
b.Realization
c.Presentation

3.Research Methods (allowance 1/1)
 
a.Qualitative methods
b.Quantitative methods

4.Research Planning (allowance 1/1)
 
a.Research Objectives
b.Resources
c.Methods, Techniques

5.Research Planning (allowance 1/1)
 
a.Hypothesis
b.Operationalization

6.Questioning (allowance 1/1)
 
a.Planning
b.Realization
c.Data Interpretation

7.Observation (allowance 1/1)
 
a.Planning
b.Realization
c.Data Interpretation

8.Experiment (allowance 1/1)
 
a.Planning
b.Realization
c.Data Interpretation

9.Surveys (allowance 1/1)
 
a.Planning
b.Techniques
c.Sampling

10.Focus group (allowance 1/1)
11.Research Report Preparation (allowance 1/1)
12.Research Project Presentation (allowance 1/1)
 
Learning outcomes and competences:
After completing the course, student:
 
-Will formulate a research plan based on the specifications and research objectives
-Will select a suitable method of market research connected to the specifications and objectives
-Will understand the meaning and application of market research in business

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of lectures8 h0 h
     Attendance of courses/seminars/tutorials8 h0 h
     Consultations with teacher (part-time form of study)0 h4 h
Self-study
     Course reading and ongoing preparation14 h16 h
     Composing of individual (seminar) work19 h20 h
     Composing of presentation9 h10 h
     Preparation for final test26 h34 h
Total84 h84 h
 
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation20 %20 %
Term paper40 %40 %
Presentation10 %10 %
Final test30 %30 %
Total100 %100 %
 
Course completion:
Grading Criteria: Class Participation 20 % (80% attendance is necessary in order to complete the course), Seminar work 40 % (literature review, own opinion of authors, best practices + comparison to literature review, conclusions, references), Research Project Presentation 10 %, Final test 30 %.

Grading:
 
Support for combined/distance forms of study:
-- item not defined --
 
Reading list:
Basic:
Language of instruction: Czech
FORET, M. -- MEGYESIOVÁ, S. Marketingový výzkum v regionálním rozvoji. 1st ed. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-773-1.
TAHAL , R. Marketingový výzkum: Postupy, metody, trendy. Praha: Grada, 2017. 264 p. ISBN 978-80-271-0206-8.
Language of instruction: English
HAIR, J. Marketing research.: A practical approach for the new millennium. McGraw-Hill Education, 2000. 682 p. ISBN 0-256-19555-2.
FORET, M. Marketing Research in Regional Development. 1st ed. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-774-8.
CLOW, K E. -- JAMES, K E. Essentials of marketing research: putting research into practice. SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8.

Recommended:
Language of instruction: Czech
FORET, M. Marketingový průzkum.: Poznáváme svoje zákazníky. 2nd ed. Brno: BizBooks, 2012. ISBN 978-80-265-0038-4.
BÁRTOVÁ, H. -- BOUČKOVÁ, J. -- BÁRTA, V. Chování spotřebitele a výzkum trhu. Vysoká škola ekonomická v Praze: Nakladatelství Oeconomica, 2005. 243 p. ISBN 80-245-0778-1.
KOZEL, R. -- SEHNÁLEK, D. Moderní marketingový výzkum.: Nové trendy, kvantitativní a kvalitativní metody a techniky, průběh organizace, aplikace v praxi, přínosy a možnosti. 1st ed. Praha: GRADA, 2006. 280 p. ISBN 80-247-0966-X.
ZIKMUND, W G. -- BABIN, B J. Exploring marketing research. 9th ed. USA: Thomson South-Western, 2003. 698 p. ISBN 0-324-32088-4.
KOZEL, R. -- SVOBODOVÁ, H. -- MYNÁŘOVÁ, L. Moderní metody a techniky marketingového výzkumu. 1st ed. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3527-6.
Language of instruction: English
KINNEAR, T C. -- TAYLOR, J R. Exercises in Marketing Research. 3rd ed. New York: McGraw-Hill Education, 1987. ISBN 0-07-034752-2.
ZIKMUND, W G. -- BABIN, B J. Exploring marketing research. 9th ed. USA: Thomson South-Western, 2003. 698 p. ISBN 0-324-32088-4.
ŠTRACH, P. Hidden Research Subjects in Marketing Science. Marketing Science & Inspirations. 2014. v. IX (2014), no. 2, p. 56--57. ISSN 1338-7944.
PETERSON, R A. -- KERIN, R A. Wiley International Encyklopedia of Marketing.: Volume 2 Marketing Research. 1st ed. Anglie: John Wiley and Sons, 2011. ISBN 978-1-405-16178-7.
BRYMAN, A. Social research methods. Oxford University Press, 2016. 747 p. ISBN 978-0-19-968945-3.

Study plans:
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2012/2013
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2016/2017
B-EM-BAS Business Administration and Sales, part-time form, initial academic year WS 2017/2018
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2017/2018
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2017/2018
B-EM-BAS Business Administration and Sales, part-time form, initial academic year WS 2018/2019
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2018/2019
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2018/2019
Track BMO Marketing and Sales Management part-time form, initial academic year WS 2019/2020
Track BMO Marketing and Sales Management full-time form, initial academic year WS 2019/2020
Track MBOE Marketing and Sales Management full-time form, initial academic year WS 2019/2020
 
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: Ing. Helena Cetlová (examiner, instructor, lecturer)
doc. Ing. Marie Hesková, CSc. (examiner, instructor, lecturer)
Ing. Eva Jaderná, Ph.D. (supervisor)
Ing. Veronika Lochmanová (examiner, instructor)
Mgr. Martina Vulcová (examiner, instructor)
Teaching language: Czech, English
Room: Mladá Boleslav


Last modification made by Ing. Eva Jaderná, Ph.D. on 05/02/2019.

Type of output: