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Marketing Research A

Marketing Research A
116-0402/01
čeština Marketing Research A
116-0402/03
čeština Marketing Research A
116-0402/02
čeština Marketing Research A
116-0402/04
čeština

Summary

The module explains the role of marketing research and shows applications for managerial decision-making. It helps to make overview in the procedures, methods and techniques used for marketing research with an emphasis on modern digital techniques. Within the module students get own experience in implementing specific 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, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 4th ed. New Jersey: Prentice Hall, 2012. 1037 p. ISBN 978-0-273-72585-5.
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
Code 116-0402
Abbreviation MVAK
Course title Marketing Research A
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.