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Terminated in academic year 2020/2021

Marketing Research A

Type of study Bachelor
Language of instruction Czech
Code 116-0302/06
Abbreviation MVA
Course title Marketing Research A
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

1. Introduction to marketing research
2. Marketing research problem
3. Research design
4. Research methods
5. Questionnaire design
6. Measurement and scaling
7. Sampling
8. Data preparation
9. Data analysis
10. Hypothesis testing
11. Qualitative research
12. Visualization and data report

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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