OPF:PEMBPMAV Marketing Research - Course Information

PEMBPMAV Marketing Research

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: z (credit).

Teacher(s)

Ing. Michal Stoklasa, Ph.D. (lecturer)
Ing. Veronika Kopřivová, Ph.D. (seminar tutor)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)

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

there are 11 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

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

Skills demonstration
Seminar classes

Assessment methods

Credit

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

Attendance in seminars 50 %, seminar paper (case study), course credit test.

Activity	Difficulty [h]
Ostatní studijní zátěž	77
Přednáška	26
Seminář	13
Zápočet	30
Summary	146

• Enrolment Statistics (Summer 2016, recent)
  
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