OPF:PEMBKMAV Marketing Research - Course Information
PEMBKMAV Marketing Research
School of Business Administration in KarvinaSummer 2020
- Extent and Intensity
- 12/0/0. 5 credit(s). Type of Completion: z (credit).
- Teacher(s)
- doc. Ing. Martin Klepek, Ph.D. (lecturer)
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. - Timetable
- Fri 13. 3. 15:35–17:10 MS, Fri 3. 4. 15:35–17:10 MS, Fri 15. 5. 15:35–17:10 MS
- Prerequisites
- FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( K ) && ( 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 only offered to the students of the study fields the course is directly associated with.
The capacity limit for the course is 111 student(s).
Current registration and enrolment status: enrolled: 0/111, only registered: 0/111 - fields of study / plans the course is directly associated with
- there are 6 fields of study the course is directly associated with, display
- 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
- 1. Objective and typology of marketing research and marketing research process
- Literature
- required literature
- KOZEL, R., MYNAŘOVÁ, ,L. a H. SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6. info
- FORET, M., STÁVKOVÁ, J. Marketingový výzkum - jak poznávat své zákazníky. 1. vyd. Praha: Grada Publishing, 2003. ISBN 80-247-0385-8. info
- recommended literature
- BEDNARČÍK, Zdeněk and Jaroslav RAMÍK. Marketingový výzkum. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2014. ISBN 978-80-7248-981-7. info
- MALHOTRA, N. K., BIRKS D. F. a P. A. WILLS. Marketing Research. Harlow: Pearson Education Limited, 2012. ISBN 978-0273725855. info
- ALVESSON, M., KÄRREMAN, D. Qualitative Research and Theory Development: mystery as method. Los Angeles: Sage, 2011. ISBN 978-0-85702-324-7. info
- SONNTAKI, C. N. Marketing Research. Ebrary, 2010. ISBN 9788184889000. 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)
- Study Materials
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
- Enrolment Statistics (Summer 2020, recent)
- Permalink: https://is.slu.cz/course/opf/summer2020/PEMBKMAV