XPEM2899 Marketing Research

School of Business Administration in Karvina
Summer 2018
Extent and Intensity
0/0. 5 credit(s).
Guaranteed by
Ing. Michal Stoklasa, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Prerequisites
MARBEMAR Marketing && MARBKMAR Marketing && PEMBEMAR Marketing && PEMBKMAR Marketing
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course Marketing research prepares students to knowledge and skills serving the purposeful and organized activities to obtain information about the internal and external environment of the company in relevant markets or some of their parts. The aim of the course is to familiarize students with the specific implementation process of marketing research, its interdisciplinary nature, methodological approaches and the implementation of specific types, methods, means and techniques of research. The course also includes the issue of marketing research management and its organization.In conjunction with other courses in marketing focus, however, the course expands the concept of marketing knowledge which are required for theoretical knowledge application. The students deal with the practical examples on the basis of acquired knowledge and they also work out final research projects. The course links directly to other optional and mandatory courses including a diploma thesis processing.
Syllabus
  • 1. Objective and typology of marketing research and marketing research process
    2. Marketing information system, database marketing
    3. Primary and secondary research, marketing information sources
    4. Quantitative and qualitative marketing research
    5. Proposal and preparation of marketing research
    6. Making the questionnaire, question types, structure, scaling
    7. Methods of acquired data evaluation, data processing and analyzing
    8. Using of other mathematical and statistical methods in marketing research
    9. Regression and correlation analysis and forecasting of time series
    10. Methods of acquired data evaluation, data processing and analyzing
    11. Interpretation and presentation of research results
    12. Management of marketing research, research ethics
    13. Application of marketing research
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
Teacher's information
https://elearning.opf.slu.cz/course/view.php?id=698
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