Terminated in academic year 2017/2018
Marketing Survey
| Type of study | Follow-up Master |
|---|---|
| Language of instruction | Czech |
| Code | 545-0132/01 |
| Abbreviation | MP |
| Course title | Marketing Survey |
| 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
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
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
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.