Introduction to market research. Problem definition and research approach. Marketing information system. The research process. Sources of marketing data. Secondary and primary research. Methods of collecting data. Survey, observation and qualitative research methods. Designing the questionnaire. Attitude measurement. Sampling. Data analysis. Hypothesis testing. Presenting the results.
Terminated in academic year 2021/2022
Marketingový výzkum
| Typ studia | bakalářské |
|---|---|
| Jazyk výuky | angličtina |
| Kód | 116-0502/02 |
| Zkratka | MRE |
| Název předmětu česky | Marketingový výzkum |
| Název předmětu anglicky | Marketing Research |
| Kreditů | 5 |
| Garantující katedra | Katedra marketingu a obchodu |
| Garant předmětu | doc. Ing. Vojtěch Spáčil, CSc. |
Subject syllabus
Literature
BROWN, T. J., SUTER, T. A. and G. A. CHURCHILL. Basic Marketing Research. 9th ed. Mason: Cengage Learning, 2018. 352 p. ISBN 978-1-337-10029-8 .
BURNS, A. C., VEECK, A. and R. F. BUSH. Marketing Research. 8th ed. London: Pearson, 2017. ISBN 9780134167404 .
MALHOTRA, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 7th ed. London: Pearson, 2019. 896 p. ISBN 978-0134734842 .
BURNS, A. C., VEECK, A. and R. F. BUSH. Marketing Research. 8th ed. London: Pearson, 2017. ISBN 9780134167404 .
MALHOTRA, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 7th ed. London: Pearson, 2019. 896 p. ISBN 978-0134734842 .
Advised literature
BABIN, Barry J. and William G. ZIKMUND. Exploring Marketing Research. 11th ed. Mason: Cengage Learning, 2016. 656 s. ISBN 978-1-305-26352-9 .
BABIN, Barry J. and William G. ZIKMUND. Essentials of Marketing Research. 6th ed. Mason: Cengage Learning, 2016. 512 s. ISBN 978-1-305-26347-5 .
HAIR, Joseph. F. and Mary CELSI. Essentials of Marketing Research. 4th ed. London: McGraw Hill, 2017. ISBN 9780078112119 .
BABIN, Barry J. and William G. ZIKMUND. Essentials of Marketing Research. 6th ed. Mason: Cengage Learning, 2016. 512 s. ISBN 978-1-305-26347-5 .
HAIR, Joseph. F. and Mary CELSI. Essentials of Marketing Research. 4th ed. London: McGraw Hill, 2017. ISBN 9780078112119 .