Terminated in academic year 2022/2023

Marketing Research

Type of study	BachelorFollow-up Master
Language of instruction	Czech
Code	545-0074/02
Abbreviation	MV
Course title	Marketing Research
Credits	5
Coordinating department	Department of Economics and Control Systems
Course coordinator	doc. Ing. Roman Kozel, Ph.D.

Subject syllabus

1. Industrial and consumer marketing research
2. Organization of marketing research
3. Marketing research methodology
4. Secondary research
5. Selection of respondents
6. Survey and questionnaire
7. Implementation of research
8. Visualization and data report
9. Other methods of primary research
10. Product research
11. Price research
12. Distribution research
13. Research for marketing communications
14. Current trends in marketing research

E-learning

The Moodle Learning Management System (lms.vsb.cz) is used to communicate beyond the scope of attendance at present, through which communication is made not only between the teacher and students, but also between the students.

Literature

MALHOTRA, NARESH K. Marketing Research. An Applied Orientation. Global Edition. 6th ed. New Jersey: Prentice Hall, 2010. 929 p. ISBN 0-13-609423-6.

Advised literature

BURNS A. C., BUSH, R. F. Marketing research. 7th. Harlow: Pearson Education, 2013. 496 p. ISBN 978-0-13-307467-3.

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