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Terminated in academic year 2013/2014

Marketing Research A

Type of study Bachelor
Language of instruction Czech
Code 116-0302/08
Abbreviation MVA
Course title Marketing Research A
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Roman Kozel, Ph.D.

Subject syllabus

1. Marketing information system and secondary marketing research
2. Marketing research methodology
3. Polling
4. Content of the questionnaire
5. Other methods of primary research
6. Implementation of research
7. Product research
8. Price research
9. Distribution research
10. Research for marketing communications
11. Visualization and data report
12. Research agency

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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