PEMBPMAV Marketing Research

School of Business Administration in Karvina
Summer 2020
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: z (credit).
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.
Wed 13:55–15:30 AULA
  • Timetable of Seminar Groups:
PEMBPMAV/01: Mon 11:25–12:10 B308, M. Klepek
PEMBPMAV/02: Mon 10:35–11:20 B308, M. Klepek
PEMBPMAV/03: Wed 13:05–13:50 B308, M. Klepek
PEMBPMAV/04: Wed 9:45–10:30 B308, M. Klepek
PEMBPMAV/05: Mon 8:55–9:40 B308, M. Klepek
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( P ) && ( PEMBAMAG Marketing || PEMBPMAG Marketing || PEMBKMAG Marketing || PEMBAMAR Marketing || PEMBPMAR Marketing || PEMBKMAR 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 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
there are 9 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.
  • 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
    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
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Teacher's information
Attendance in seminars 50 %, seminar paper (case study), course credit test.
ActivityDifficulty [h]
Ostatní studijní zátěž77
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2021, Summer 2022, Summer 2023, summer 2024.
  • Enrolment Statistics (Summer 2020, recent)
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