| Course Unit Code | 116-0302/10 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory type B |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Winter 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 | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
| BAL045 | Ing. Tomáš Balcar |
| KRB005 | Ing. Petra Klapilová Krbová, Ph.D. |
| Summary |
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| The module explains the role of marketing research for managerial decision making. It brings an overview in the procedures, methods and techniques used for marketing research with an emphasis on modern digital processes. Within semester, students get practical experience in implementing specific research project. |
| Learning Outcomes of the Course Unit |
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1.To describe the research process.
2.To identify the suitable research method.
3.To design the questionnaire for market research.
4.To analyse the collected data.
5.To interpret the research results.
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| Course Contents |
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1.Introduction to marketing research.
2.Classification of marketing research types.
3.Information sources.
4.Marketing research problem.Brief.Research proposal.
5.Research design.Exploratory research. Descriptove research. Causal research.
6.Quantitative research methods. Survey (F2F, CAPI, CATI, CAWI). Obsarvation. Omnibus. Panel.
7.Questionnaire design. Question typology.
8.Qualitative research methods. Group interview. Mystery shopping. Ethnography. Nethnography.
9.Mystery shopping. Observation list.
10.Scales. Likert scales. Semantic differential.
11.Sampling design. Sampling procedures.
12.Data editing. Data coding.
13.Contingency tables. Statistical tests.
14.Data report. Visualisation.
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| Recommended or Required Reading |
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| Required Reading: |
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BURNS, Alvin C. and Ronald F. BUSH. Marketing Research. 7th ed. Boston: Pearson, 2014. 487 p. ISBN 978-0-273-76851-7.
MALHOTRA, Naresh K. Marketing Research. An Applied Approach. 7th ed. New Jersey: Prentice Hall, 2019. 888 s. ISBN 978-1292265636.
MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3. |
FORET, Miroslav a David MELAS. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada, 2020. 168 s. ISBN: 978-80-271-1723-9.
MALHOTRA, Naresh K. Marketing Research. An Applied Approach. 7th ed. New Jersey: Prentice Hall, 2019. 888 s. ISBN 978-1292265636.
TAHAL, Radek et al. Marketingový výzkum. Postupy, metody, trendy, 2. vyd. Praha: Grada, 2022. 296 s. ISBN 978-80-271-3535-6.
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| Recommended Reading: |
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CHURCHILL, G. A. and D. IACOBUCCI. Marketing Research. Mason: South Western, 2010. 624 p. ISBN 978-0-324-35995-4.
CLOW, Kenneth E. and Karen E. JAMES. Essentials of Marketing Research: Putting Research into Practice. Los Angeles: SAGE, 2014. 497 p. ISBN 978-1-4129-9130-8.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. 457 p. ISBN 978-1-4739-1657-9. |
BUREŠOVÁ, Jitka. Online marketing: Od webových stránek k sociálním sítím. Praha: Grada, 2022. 288 s. ISBN 978-80-271-1680-5.
HENDL, Jan. Kvalitativní výzkum. Základní teorie, metody a aplikace. Praha: Portál, 2016. 440 s. ISBN 978-80-262-0982-9.
SEDLÁKOVÁ, Renáta. Výzkum médií. Nejužívanější metody a techniky. Praha: Grada, 2015. 548 s. ISBN 978-80-247-3568-9.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials, Project work, Terrain work |
| 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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| Graded credit | Graded credit | 100 | 51 |