OPF:PEMBEMAV Marketing Research - Course Information

PEMBEMAV Marketing Research

Extent and Intensity

0/0. 5 credit(s). Type of Completion: z (credit).

Teacher(s)

Ing. Michal Stoklasa, Ph.D. (lecturer)

Guaranteed by

Ing. Michal Stoklasa, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.

Prerequisites

MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAG Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAG Marketing || PEMBKMAR Marketing || PEMBKMKT Marketing || PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT Marketing
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Business Economics in Trade and Services (programme OPF, B_EKOMAN)
• Business Economics in Trade and Services (programme OPF, B_EKOMAN, specialization Economy of Tourism)
• Marketing and Management (programme OPF, B_EKOMAN)
• Marketing and Management (programme OPF, B_EKOMAN, specialization Corporate Finance)

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

Literature

required literature
• PALIWODA, S. J., TURNBULL, P. W. Research in International Marketing. 2013. ISBN 9780415658119. info
• BEDNARČÍK, Z. Marketingový výzkum. Karviná: SU OPF, 2007. ISBN 978-80-7248-489-8. info
• FORET, M., STÁVKOVÁ, J. Marketingový výzkum - jak poznávat své zákazníky. 1. vyd. Praha: Grada Publishing, 2003. ISBN 80-247-0385-8. info
• MALÁTEK, V. Metodologie marketingového výzkumu. 1. vyd. Frýdek-Místek: SU OPF, 2001. ISBN 80-7248-119-3. info
• HAIR,J.F., BUSH, R.P., ORTINAU,D. J. Marketing research:a practical approach for the new Millenium. Boston, 2000. ISBN 0-256-19555-2. info

recommended literature
• WRENN, B, SILVER, L. S. The Essentials of Marketing Research. 2013. ISBN 9780415899291. info
• ALVESSON, M., KÄRREMAN, D. Qualitative Research and Theory Development: mystery as method. Los Angeles: Sage, 2011. ISBN 978-0-85702-324-7. info
• FORET, M. Marketingový průzkum. Brno: Computer Press, 2008. ISBN 978-80-251-2183-2. info
• BRADLEY, N. Marketing Research: tools & techniques. Oxford: Oxford English Video, 2007. ISBN 978-0-19-928196-1. info
• KOZEL, R. Moderní marketingový výzkum. Praha: Grada Publishing, 2006. ISBN 80-247-0966-X. info
• STÁVKOVÁ, J., DUFEK, J. Marketingový výzkum. Brno, MZLU, 2004. ISBN 80-7157-795-2. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods

Credit

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.

Teacher's information

Case study, course credit test

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	104
Přednáška	6
Zápočet	30
Summary	146

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