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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. The essence, history, present, significance, and typology of marketing research. 2-3. The process of preparing marketing research-brief, creating a research design (plan). 4. Methods and techniques of data collection, new trends in marketing research. 5-6. Observation-its specifics, types, and use. 7.-8. Projective techniques - imagination, personification, collages, bubble tests, etc. - their use in marketing practice. 9.-10. Questioning in qualitative research - scenario development; individual interviews and focus groups - their specifics, use. 11-13. Questioning in quantitative research - selection of techniques, rules for constructing questionnaires, types and formulation of questions.
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Learning activities and teaching methods
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- Participation in classes
- 10 hours per semester
- Term paper
- 10 hours per semester
- Home preparation for classes
- 35 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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| The importance of marketing research in marketing decision making |
| The importance of marketing research in marketing decision making |
| Význam marketingového výzkumu v marketingovém rozhodování |
| Process (stages) of marketing research - from brief to pretest |
| Význam marketingového výzkumu v marketingovém rozhodování |
| Process (stages) of marketing research - from brief to pretest |
| Proces (jednotlivé fáze) marketingového výzkumu - od briefu po pretest |
| unspecified |
| unspecified |
| Proces (jednotlivé fáze) marketingového výzkumu - od briefu po pretest |
| Podstata kvantitativního výzkumu - kdy a jak použít dotazník |
| Podstata kvantitativního výzkumu - kdy a jak použít dotazník |
| The essence of qualitative research - when and how to use an interview |
| The essence of qualitative research - when and how to use an interview |
| The essence of quantitative research - when and how to use a questionnaire |
| Podstata kvalitativního výzkumu - kdy a jak použít rozhovor |
| Podstata kvalitativního výzkumu - kdy a jak použít rozhovor |
| The essence of quantitative research - when and how to use a questionnaire |
| Pozorování - typy, etnografie, mystery shopping - specifika využití |
| Pozorování - typy, etnografie, mystery shopping - specifika využití |
| Observation - types, ethnography, mystery shopping - specifics of use |
| Observation - types, ethnography, mystery shopping - specifics of use |
| The importance of marketing research in marketing decision making |
| The importance of marketing research in marketing decision making |
| Process (stages) of marketing research - from brief to pretest |
| Process (stages) of marketing research - from brief to pretest |
| The essence of quantitative research - when and how to use a questionnaire |
| The essence of quantitative research - when and how to use a questionnaire |
| The essence of qualitative research - when and how to use an interview |
| The essence of qualitative research - when and how to use an interview |
| Observation - types, ethnography, mystery shopping - specifics of use |
| Observation - types, ethnography, mystery shopping - specifics of use |
| Skills |
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| Specifikovat brief (zadání) pro marketingový výzkum |
| Specify a brief (assignment) for marketing research |
| Specify a brief (assignment) for marketing research |
| Specifikovat brief (zadání) pro marketingový výzkum |
| Vybrat vhodnou metodu šetření - rozhodnout, zda bude třeba kvanti- nebo kvalitativní šetření či kombinace |
| Select the appropriate method of investigation - decide whether a quantitative or qualitative investigation or a combination will be required |
| Vybrat vhodnou metodu šetření - rozhodnout, zda bude třeba kvanti- nebo kvalitativní šetření či kombinace |
| Select the appropriate method of investigation - decide whether a quantitative or qualitative investigation or a combination will be required |
| Create a questionnaire |
| Vytvořit dotazník |
| Vytvořit dotazník |
| Create a questionnaire |
| Formulovat scénář pro kvalitativní šetření |
| Formulovat scénář pro kvalitativní šetření |
| Formulate a scenario for qualitative research |
| Formulate a scenario for qualitative research |
| Use projective techniques (collage, association, personification, etc.) in marketing research |
| Využít projektivní techniky (koláž, asociace, personifikace atd.) v marketingovém výzkumu |
| Využít projektivní techniky (koláž, asociace, personifikace atd.) v marketingovém výzkumu |
| Use projective techniques (collage, association, personification, etc.) in marketing research |
| Specify brief (assignment) for marketing research |
| Specify brief (assignment) for marketing research |
| Select the appropriate method of investigation - decide whether a quantitative or qualitative investigation or a combination will be required |
| Select the appropriate method of investigation - decide whether a quantitative or qualitative investigation or a combination will be required |
| Create a questionnaire |
| Create a questionnaire |
| Formulate a scenario for a qualitative survey |
| Formulate a scenario for a qualitative survey |
| Use projective techniques (collage, association, personification, etc.) in marketing research |
| Use projective techniques (collage, association, personification, etc.) in marketing research |
| teaching methods |
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| Knowledge |
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| E-learning |
| E-learning |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Skills |
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| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Didactic test |
| Didactic test |
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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, Dávid. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
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HENDL, Jan a REMR, Jiří. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
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KOZEL, Roman; MYNÁŘOVÁ, Lenka a SVOBODOVÁ, Hana. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 9788024735276.
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MCDANIEL, Carl a GATES, Roger H. Marketing research. Hoboken, NJ: Wiley, 2018. ISBN 978-1-119-58649-4.
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TAHAL, Radek. Marketingový výzkum: Postupy, metody, trendy. Grada, 2022. ISBN 978-80-271-3535-6.
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