| Course Unit Code | 116-0328/03 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | Second Cycle |
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| Year of Study * | First Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | |
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| Prerequisities | Course Unit Code | Course Unit Title |
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| 116-0302 | Marketing Research A |
| Name of Lecturer(s) | Personal ID | Name |
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| SIW009 | Ing. Markéta Zajarošová, Ph.D. |
| MIT0085 | Prof. Mgr. Maciej Mitrega, PhD. |
| Summary |
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The aim of the subject is to extend knowledge about marketing research
meaning. Furthermore, students should be acquainted with certain statistical
methods, which are used in research practice. The students should gain
practical experiences by means of working on their own research project. |
| Learning Outcomes of the Course Unit |
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1. To design a conceptual framework for conducting marketing research.
2. To classify marketing research methods.
3. To understand the sampling design process
4. To apply the quantitative methods of marketing research.
5. To apply the qualitative methods of marketing research. |
| Course Contents |
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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. |
| Recommended or Required Reading |
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| Required Reading: |
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FORET, Miroslav a David MELAS. Marketingový výzkum: v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
HENDL, Jan a Jiří REMR. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th edition. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0. |
FORET, Miroslav a David MELAS. Marketingový výzkum: v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
HENDL, Jan a Jiří REMR. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th edition. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0. |
| Recommended Reading: |
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HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha: Portál, 2016. ISBN 978-80-262-0982-9.
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7.
TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8. |
HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha: Portál, 2016. ISBN 978-80-262-0982-9.
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7.
TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 35 | 20 |
| Examination | Examination | 65 | 30 |