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Marketing Research

Type of study Bachelor
Language of instruction English
Code 116-0502/04
Abbreviation MRE
Course title Marketing Research
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

1. Introduction to marketing research
2. Information sources
3. Marketing research problem
4. Research approach
5. Research design
6. Research methods
7. Questionnaire design
8. Observation
9. Measuring attitudes
10. Sampling
11. Data preparation and analysis
12. Qualitative research
13. Visualization and data report
14. Ethical framework of marketing research

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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