| Course Unit Code | 116-0528/02 |
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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 * | Second Cycle |
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| Year of Study * | |
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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 | English |
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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. Characterize basic statistical terms, methods and analysis used for data analysis in marketing research.
2. Classify methods and data analysis used in qualitative and quantitative research.
3. Analyse data from questionnaire's survey with the use of software SPSS.
4. Discuss possibilities of marketing research methods application for solving particular issues.
5. Recommend measures to improve current state on the basis of carried out data analysis. |
| 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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BURNS, A. C., A. VEECK and R. F. BUSH. Marketing Research. 8th ed. Harlow: Pearson, 2017. ISBN 978-1-292-15326-1.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0.
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7. |
BURNS, A. C., A. VEECK and R. F. BUSH. Marketing Research. 8th ed. Harlow: Pearson, 2017. ISBN 978-1-292-15326-1.
MALHOTRA, N. K., D. NUNAN and D. F. BIRKS. Marketing Research: An Applied Approach. 5th ed. Harlow: Pearson Education Limited, 2017. ISBN 978-1-29210315-0.
McCORMICK, Keith et al. SPSS Statistics for Data Analysis and Visualization. Indianapolis: Wiley, 2017. ISBN 978-1-119-00355-7. |
| Recommended Reading: |
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HACKLEY, Christopher E. Qualitative Research in Marketing and Management: Doing Interpretive Research Projects. 2nd ed. London: Routledge, Taylor and Francis Group, 2020. ISBN 978-1-138-33219-5.
MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. ISBN 978-1-4739-1657-9. |
HACKLEY, Christopher E. Qualitative Research in Marketing and Management: Doing Interpretive Research Projects. 2nd ed. London: Routledge, Taylor and Francis Group, 2020. ISBN 978-1-138-33219-5.
MALHOTRA, Naresh K. Essentials of Marketing Research: a Hands-on Orientation. Boston: Pearson, 2015. 432 p. ISBN 978-1-292-06016-3.
SILVERMAN, David. Qualitative Research. 4th ed. Los Angeles: SAGE, 2016. ISBN 978-1-4739-1657-9.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Tasks are not Defined |