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Lecturer(s)
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Juříková Martina, Ing. Ph.D.
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Course content
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1.-2. Evaluation of basic indicators of descriptive statistics of questionnaire surveys in available Excel software. 3. Approaches to evaluating qualitative surveys. 4. Market research - segmentation and market analysis, forecasting models. 5. Target group research - ethnographic studies, profiling, empathy mapping, etc. 6. New product development research, methods and techniques for testing existing products. 7. Research on packaging. 8. Brand research - perception maps, link to image testing. 9. Price research - price sensitivity, price level perception. 10. Media research in the Czech Republic - basic projects and indicators to measure listenership, readership, media viewership. 11.-12.Promotional research - pre-tests, interim tests, post-tests, measurement of communication and sales effect, basic indicators for measuring the effectiveness of individual communication tools. 13. Customer satisfaction measurement, satisfaction/importance/loyalty link.
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Learning activities and teaching methods
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- Home preparation for classes
- 14 hours per semester
- Participation in classes
- 28 hours per semester
- Term paper
- 13 hours per semester
- Preparation for examination
- 20 hours per semester
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| learning outcomes |
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| Knowledge |
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| characterize basic statistical indicators (frequency, mean values, etc.) for evaluating questionnaire surveys |
| characterize basic statistical indicators (frequency, mean values, etc.) for evaluating questionnaire surveys |
| describe the structure of the final research report |
| describe the structure of the final research report |
| clarify the essence and importance of using market research methods |
| clarify the essence and importance of using market research methods |
| explain the methods and techniques in the development of a new product or communication |
| explain the methods and techniques in the development of a new product or communication |
| explain approaches of the communication effect research |
| explain approaches of the communication effect research |
| Skills |
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| analyse and interpret the results of a questionnaire survey (at the level of descriptive statistics) |
| analyse and interpret the results of a questionnaire survey (at the level of descriptive statistics) |
| analyse and interpret the results of a qualitative research |
| analyse and interpret the results of a qualitative research |
| select and apply appropriate methods to research a new product/communication |
| select and apply appropriate methods to research a new product/communication |
| evaluate the effectiveness of marketing communication using appropriate methods/techniques |
| evaluate the effectiveness of marketing communication using appropriate methods/techniques |
| apply appropriate methods and techniques in marketing mix research |
| apply appropriate methods and techniques in marketing mix research |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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BURNS, Alvin C. a VEECK, Ann. Marketing research. Harlow: Pearson, 2020. ISBN 978-1-292-31804-2.
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ESTEBAN-BRAVO, Mercedes a SANZ, J. Vidal. Marketing research methods: quantitative and qualitative approaches. Cambridge: Cambridge University Press, 2021. ISBN 978-1-108-79269-1.
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FORET, Miroslav a MELAS, David. Marketingový výzkum: v udržitelném marketingovém managementu. Grada, 2020. ISBN 978-80-271-1723-9.
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Hendl, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha : Portál, 2016. ISBN 978-80-262-0982-9.
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Řezanková, H. Analýza dat z dotazníkových šetření. Praha: Professional Pzblishing, 2007. ISBN 978-80-86946-49-8.
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SIMOVÁ, Jozefína a BUREŠOVÁ, Jitka. Marketingový výzkum. Liberec: Technická univerzita v Liberci, 2022. ISBN 978-80-7494-594-6.
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Tahal, Radek a kol. Marketingový výzkum : postupy, metody, trendy. Praha : Grada, 2017. ISBN 978-80-271-0206-8.
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