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Marketing Research B

Type of study Follow-up Master
Language of instruction English
Code 116-0528/02
Abbreviation MRB
Course title Marketing Research B
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator Prof. Mgr. Maciej Mitrega, PhD.

Subject syllabus

1. Classification of research types. Structure of research methods.
2. Creation of a selection sample. Classification of selection techniques. Calculation of sample size.
3. Hypothesis testing. The essence of hypothesis testing, null hypothesis, assumptions. Chi-square test.
4. Hypothesis testing. T-tests of means. ANOVA.
5. Correlation analysis. Correlation coefficients. Limitations of examining correlation.
6. Regression analysis. Linear regression. Logistic regression. Probability and Chance.
7. Factor analysis. Exploratory factor analysis. Factor rotation. Factor scores.
8. Cluster analysis. Distance measurement methods. Methods of cluster analysis. Cluster profiling.
9. Discriminant analysis. Discriminant analysis model. Classification results.
10. Multi-criteria methods. Multi-criteria evaluation of variants. AHP method, Saaty method.
11. Qualitative research I. Group interview. In-depth interview.
12. Qualitative research II. Projective techniques. Ethnography. Netnography. Mystery shopping.
13. Introduction to academic writing.

E-learning

lms.vsb.cz (116-0528/02 Marketing research B)

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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