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Terminated in academic year 2021/2022

Marketing Research A

Type of study Bachelor
Language of instruction Czech
Code 116-0402/01
Abbreviation MVAK
Course title Marketing Research A
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

1. Marketing information system and secondary marketing research (research from the table).
2. Marketing research methodology.
3. Methods of primary research (field research).
4. Questionnaire.
5. Implementation of research.
6. Visualization, data report and presentation of results.

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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