Marketing Survey
| Language of instruction | čeština |
|---|---|
| Code | 545-0132 |
| Abbreviation | MP |
| Course title | Marketing Survey |
| Coordinating department | Department of Economics and Control Systems |
| Course coordinator | doc. Ing. Roman Kozel, Ph.D. |
Cíle předmětu
Describe the process of marketing research. Classify applications of marketing research. Select appropriate methods of primary research. Create a questionnaire. Evaluate data from interviews.
Povinná literatura
MALHOTRA, NARESH K. Marketing Research. An Applied Orientation. Global Edition. 6th ed. New Jersey: Prentice Hall, 2010. 929 p. ISBN 0-13-609423-6.
Doporučená literatura
AAKER, D. A., V. KUMAR and G. S. DAY. Marketing Research. 8th ed. Hoboken: John Wiley & Sons, 2003. 792 p. ISBN 978-0471230571 .
LEHMANN, D. R., S. GUPTA and J. H. STECKEL. Marketing Research. Massachusetts: Addison-Wesley, 1998. 780 p. ISBN 0-321-01416-2.
LEHMANN, D. R., S. GUPTA and J. H. STECKEL. Marketing Research. Massachusetts: Addison-Wesley, 1998. 780 p. ISBN 0-321-01416-2.