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Marketing Research A

Marketing Research A
116-0302/01
čeština Marketing Research A
116-0302/02
čeština Marketing Research A
116-0302/03
čeština Marketing Research A
116-0302/04
čeština Marketing Research A
116-0302/05
čeština Marketing Research A
116-0302/06
čeština Marketing Research A
116-0302/07
čeština Marketing Research A
116-0302/08
čeština Marketing Research A
116-0302/09
čeština Marketing Research A
116-0302/10
čeština

Summary

The course explains the role of marketing research for managerial decision making. It provides an overview of the methods and techniques used in marketing research. At the same time, students should gain practical skills by undertaking their own research project.

Literature

BURNS, Alvin C. and Ronald F. BUSH. Marketing Research. 7th ed. Boston: Pearson, 2014. 487 p. ISBN 978-0-273-76851-7.
MALHOTRA, Naresh K. Marketing Research. An Applied Approach. 7th ed. New Jersey: Prentice Hall, 2019. 888 s. ISBN 978-1292265636.
MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3 .

Advised literature

CHURCHILL, G. A. and D. IACOBUCCI. Marketing Research. Mason: South Western, 2010. 624 p. ISBN 978-0-324-35995-4 .
CLOW, Kenneth E. and Karen E. JAMES. Essentials of Marketing Research: Putting Research into Practice. Los Angeles: SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9 .


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Language of instruction čeština, čeština, čeština, čeština, čeština, čeština, čeština, čeština, čeština, čeština
Code 116-0302
Abbreviation MVA
Course title Marketing Research A
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.