PEMBPMKV Marketing Research

School of Business Administration in Karvina
Summer 2020
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (lecturer)
doc. Ing. Martin Klepek, Ph.D. (seminar tutor)
Ing. Veronika Kopřivová, Ph.D. (seminar tutor)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
Ing. Lucie Vavrušková (assistant)
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 (in Czech)
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( P ) && ( PEMBAMAG Marketing || PEMBPMAG Marketing || PEMBKMAG Marketing || PEMBAMAR Marketing || PEMBPMAR Marketing || PEMBKMAR Marketing || PEMBPMKT 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 127 student(s).
Current registration and enrolment status: enrolled: 0/127, only registered: 0/127
fields of study / plans the course is directly associated with
Syllabus
  • 1. Characteristics of marketing research
  • 2. The process of marketing research
  • 3. Methods and techniques of marketing research
  • 4. Applied marketing research in the marketing mix
  • 5. Digital marketing research
  • 6. Use of mathematical-statistical methods in marketing research
Literature
    required literature
  • TAHAL, R. Marketingový výzkum. Praha: Grada Publishing, 2017. info
  • KOZEL, R. Moderní marketingový výzkum. Praha: Grada Publishing, 2015. ISBN 80-247-0966-X. info
    recommended literature
  • BELK, R. W., KOZINETS, R. V. a E. FISCHER, 2013. Qualitative consumer & marketing research. London: SAGE. ISBN 9780857027665.
  • MALHOTRA, N K, D NUNAN and D F BIRKS. Marketing Research: an applied approach. New York: Pearson, 2017. ISBN 978-1-292-10312-9. info
Assessment methods
Compulsory active participation in seminars at least 50% (activity during the semester 20% of evaluation), elaboration of a seminar work in the form of a marketing research project (20% of evaluation), written credit test (60% of evaluation).
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2021, Summer 2022, Summer 2023, summer 2024.
  • Enrolment Statistics (Summer 2020, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2020/PEMBPMKV