Marketing Research A

Type of study	Bachelor
Language of instruction	Czech
Code	116-0302/10
Abbreviation	MVA
Course title	Marketing Research A
Credits	5
Coordinating department	Department of Marketing and Business
Course coordinator	doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

1.Introduction to marketing research.
2.Classification of marketing research types.
3.Information sources.
4.Marketing research problem.Brief.Research proposal.
5.Research design.Exploratory research. Descriptove research. Causal research.
6.Quantitative research methods. Survey (F2F, CAPI, CATI, CAWI). Obsarvation. Omnibus. Panel.
7.Questionnaire design. Question typology.
8.Qualitative research methods. Group interview. Mystery shopping. Ethnography. Nethnography.
9.Mystery shopping. Observation list.
10.Scales. Likert scales. Semantic differential.
11.Sampling design. Sampling procedures.
12.Data editing. Data coding. Contingency tables. Statistical tests.
13.Data report. Visualisation.

E-learning

Studijní opory TpB:
https://lms.vsb.cz/course/view.php?id=127907

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. .
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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