Terminated in academic year 2025/2026
Marketing Research B
| Type of study | Follow-up Master |
|---|---|
| Language of instruction | Czech |
| Code | 116-0328/03 |
| Abbreviation | MVB |
| Course title | Marketing Research B |
| Credits | 5 |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | Ing. Markéta Zajarošová, Ph.D. |
Subject syllabus
1. Classification of research types. Structure of research methods.
2. Creation of a selection sample. Classification of selection techniques. Calculation of sample size.
3. Hypothesis testing. The essence of hypothesis testing, null hypothesis, assumptions. Chi-square test.
4. Hypothesis testing. T-tests of means. ANOVA.
5. Correlation analysis. Correlation coefficients. Limitations of examining correlation.
6. Regression analysis. Linear regression. Logistic regression. Probability and Chance.
7. Factor analysis. Exploratory factor analysis. Factor rotation. Factor scores.
8. Cluster analysis. Distance measurement methods. Methods of cluster analysis. Cluster profiling.
9. Discriminant analysis. Discriminant analysis model. Classification results.
10. Multi-criteria methods. Multi-criteria evaluation of variants. AHP method, Saaty method.
11. Qualitative research I. Group interview. In-depth interview.
12. Qualitative research II. Projective techniques. Ethnography. Netnography. Mystery shopping.
13. Introduction to academic writing.
2. Creation of a selection sample. Classification of selection techniques. Calculation of sample size.
3. Hypothesis testing. The essence of hypothesis testing, null hypothesis, assumptions. Chi-square test.
4. Hypothesis testing. T-tests of means. ANOVA.
5. Correlation analysis. Correlation coefficients. Limitations of examining correlation.
6. Regression analysis. Linear regression. Logistic regression. Probability and Chance.
7. Factor analysis. Exploratory factor analysis. Factor rotation. Factor scores.
8. Cluster analysis. Distance measurement methods. Methods of cluster analysis. Cluster profiling.
9. Discriminant analysis. Discriminant analysis model. Classification results.
10. Multi-criteria methods. Multi-criteria evaluation of variants. AHP method, Saaty method.
11. Qualitative research I. Group interview. In-depth interview.
12. Qualitative research II. Projective techniques. Ethnography. Netnography. Mystery shopping.
13. Introduction to academic writing.
E-learning
lms.vsb.cz (116-0328/03 Marketingový výzkum B)
Literature
FORET, Miroslav a David MELAS. Marketingový výzkum: v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
HENDL, Jan a Jiří REMR. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th edition. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0 .
HENDL, Jan a Jiří REMR. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th edition. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0 .
Advised literature
HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha: Portál, 2016. ISBN 978-80-262-0982-9.
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7.
TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8.
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7.
TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8.