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State Exam Seminar

State Exam Seminar
116-0529/01
čeština

Summary

The research process. Sources of marketing data. Secondary and primary research. Methods of collecting data. Survey, observation and qualitative research methods. Data analysis. Presenting the results.

Literature

BURNS, Alvin C and Ronald F. BUSH. Marketing Research. 7th ed. New York: Prentice Hall, 2014. 496 pp. ISBN 9780133074673.
MALHOTRA Naresh K. Marketing Research: An Applied Orientation. 6th ed. New York: Prentice Hall, 2010. 936 pp. ISBN 9780136085430 .

Advised literature

WALLIMAN, Nicholas. Your Research Project. 2nd edition. London: Sage Publication, 2005. 450 s. ISBN 1-4129-0132-4.
HAIR,J. F. et al. Multivariate Data Analysis, 7th ed. New York: Prentice Hall, 2010. 816 pp. ISBN 9780138132637 .


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Language of instruction čeština
Code 116-0529
Abbreviation SES
Course title State Exam Seminar
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.