| Course Unit Code | 545-0074/02 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third 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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| KOZ99 | doc. Ing. Roman Kozel, Ph.D. |
| Summary |
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| Learning Outcomes of the Course Unit |
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| Describe the process of marketing research. Classify application of marketing research. Select appropriate methods of primary research. Create a questionnaire. Evaluate data from interviews. |
| Course Contents |
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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 |
| Recommended or Required Reading |
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| Required Reading: |
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MALHOTRA, NARESH K. Marketing Research. An Applied Orientation. Global Edition. 6th ed. New Jersey: Prentice Hall, 2010. 929 p. ISBN 0-13-609423-6.
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KOZEL, R., MYNÁŘOVÁ, L., SVOBODOVÁ, H. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. 304 s. ISBN 978-80-247-3527-6.
ŘEZANKOVÁ, H. Analýza dat z dotazníkových šetření. 3. vyd. Praha: Professional, 2011. 224 s. ISBN 978-80-7431-062-1. |
| Recommended Reading: |
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| BURNS A. C., BUSH, R. F. Marketing research. 7th. Harlow: Pearson Education, 2013. 496 p. ISBN 978-0-13-307467-3. |
KOZEL, R. et al. Moderní marketingový výzkum. Praha: Grada, 2006. 280 s. ISBN 80-247-0966-X.
ZBOŘIL, K. Marketingový výzkum: metodologie a aplikace. 2. vyd. Praha: VŠE, 2003. 171 s. ISBN 80-7079-394-5. |
| 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 | 45 (45) | 25 |
| Semestrální projekt | Semestral project | 45 | 25 |
| Examination | Examination | 55 (55) | 26 |
| Písemná zkouška | Written examination | 30 | 14 |
| Písemná zkouška | Oral examination | 25 | 12 |