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Marketing Research B

Marketing Research B
116-0528/01
angličtina Marketing Research B
116-0528/02
angličtina Marketing Research B
116-0528/03
angličtina

Summary

The aim of the subject is to extend knowledge about marketing research meaning. Furthermore, students should be acquainted with certain statistical methods, which are used in research practice. The students should gain practical experiences by means of working on their own research project.

Literature

BURNS, A. C., A. VEECK and R. F. BUSH. Marketing Research. 8th ed. Harlow: Pearson, 2017. ISBN 978-1-292-15326-1 .
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0 .
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7.

Advised literature

HACKLEY, Christopher E. Qualitative Research in Marketing and Management: Doing Interpretive Research Projects. 2nd ed. London: Routledge, Taylor and Francis Group, 2020. ISBN 978-1-138-33219-5.
MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3 .
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. ISBN 978-1-4739-1657-9 .


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Language of instruction angličtina, angličtina, angličtina
Code 116-0528
Abbreviation MRB
Course title Marketing Research B
Coordinating department Department of Marketing and Business
Course coordinator Prof. Mgr. Maciej Mitrega, PhD.