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.The Research Process (allowance 1/1)
 
a.Purpose
b.General steps in doing research
c.Secondary vs. Primary Research
d.Qualitative vs. Quantitative Research

2.Qualitative Research Techniques (allowance 2/2)
 
a.Based on questioning
b.Based on observations

3.Quantitative Research Techniques (allowance 1/1)
 
a.Surveys
b.Experiments
c.Conditions under which each technique is more applicable

4.Sampling (allowance 1/0)
 
a.Purpose
b.Sampling Considerations, Methods & Procedures
c.Problems with proper sampling
d.Overcoming these sampling problems

5.Applications (allowance 1/1)
 
a.Assessing market potential and sales forecasting
b.Customer profiling
c.Product research
d.Price testing
e.Assessing Promotion Effectiveness

6.Research Report Preparation (allowance 0/1)
 
a.Format
b.Writing Style

7.Research Project Presentations (allowance 1/1)
 
Learning outcomes and competences:
After completing the course, student will be able to:
 
-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 lectures12 h0 h
     Attendance of courses/seminars/tutorials12 h0 h
     Consultations with teacher (part-time form of study)0 h8 h
Self-study
     Course reading and ongoing preparation20 h20 h
     Composing of individual (seminar) work25 h30 h
     Composing of presentation13 h10 h
     Preparation for final test30 h44 h
Total112 h112 h
 
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation20 %10 %
Term paper40 %40 %
Presentation10 %10 %
Final test30 %40 %
Total100 %100 %
 
Course completion:
Grading Criteria: Attendance 15% (80% is necessary in order to complete the course), Class Participation 20%, Homework Assignments 15%, Research Project Presentation 50%.
 
Support for combined/distance forms of study:
-- item not defined --
 
Reading list:
Basic:
TAHAL , R. Marketingový výzkum: Postupy, metody, trendy. Praha: Grada, 2017. 264 p. ISBN 978-80-271-0206-8.
Language of instruction: Czech
FORET, M. -- MEGYESIOVÁ, S. Marketingový výzkum v regionálním rozvoji. 1. vyd. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-773-1.
KOZEL, R. -- SVOBODOVÁ, H. -- MYNÁŘOVÁ, L. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3527-6.
Language of instruction: English
ZIKMUND, W G. -- BABIN, B J. Exploring marketing research. 9. vyd. USA: Thomson South-Western, 2003. 698 p. ISBN 0-324-32088-4.
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. 1. vyd. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-774-8.

Recommended:
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. 1. vyd. Praha: GRADA, 2006. 280 p. ISBN 80-247-0966-X.
ZIKMUND, W G. -- BABIN, B J. Exploring marketing research. 9. vyd. USA: Thomson South-Western, 2003. 698 p. ISBN 0-324-32088-4.
Language of instruction: Czech
FORET, M. Marketingový průzkum.: Poznáváme svoje zákazníky. 2. vyd. Brno: BizBooks, 2012. ISBN 978-80-265-0038-4.
Language of instruction: English
KINNEAR, T C. -- TAYLOR, J R. Exercises in Marketing Research. 3. vyd. New York: McGraw-Hill Education, 1987. ISBN 0-07-034752-2.
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. 1. vyd. Anglie: John Wiley and Sons, 2011. ISBN 978-1-405-16178-7.

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, full-time form, initial academic year WS 2016/2017
B-EM-BAS Business Administration and Sales, part-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
 
Run in the period of: WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017, WS 2016/2017, SS 2015/2016   (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 Mgr. Luděk Švejdar on 04/17/2018.

Type of output: