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Marketing Research

Marketing Research
116-0502/02
angličtina Marketing Research
116-0502/01
angličtina Marketing Research
116-0502/03
angličtina Marketing Research
116-0502/04
angličtina

Summary

This module deals with the basic elements and concepts of marketing research. The aim is to teach students to describe the process of marketing research and identify adequate methods of marketing research. Students should also be able to design appropriate tools for data gathering and specify how to analyze research data.

Literature

BROWN, T. J., SUTER, T. A. and G. A. CHURCHILL. Basic Marketing Research. 9th ed. Mason: Cengage Learning, 2018. 352 p. ISBN 978-1-337-10029-8 .
BURNS, A. C., VEECK, A. and R. F. BUSH. Marketing Research. 8th ed. London: Pearson, 2017. ISBN 9780134167404 .
MALHOTRA, N. K., D. F. BIRKS and P. WILLS. Marketing Research. An Applied Approach. 7th ed. London: Pearson, 2019. 896 p. ISBN 978-0134734842 .

Advised literature

BABIN, Barry J. and William G. ZIKMUND. Exploring Marketing Research. 11th ed. Mason: Cengage Learning, 2016. 656 s. ISBN 978-1-305-26352-9 .
BABIN, Barry J. and William G. ZIKMUND. Essentials of Marketing Research. 6th ed. Mason: Cengage Learning, 2016. 512 s. ISBN 978-1-305-26347-5 .
HAIR, Joseph. F. and Mary CELSI. Essentials of Marketing Research. 4th ed. London: McGraw Hill, 2017. ISBN 9780078112119 .


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Language of instruction angličtina, angličtina, angličtina, angličtina
Code 116-0502
Abbreviation MRE
Course title Marketing Research
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.