|
Lecturer(s)
|
-
Juříková Martina, Ing. Ph.D.
|
|
Course content
|
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.
|
|
Learning activities and teaching methods
|
- Home preparation for classes
- 14 hours per semester
- Participation in classes
- 28 hours per semester
- Preparation for examination
- 33 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| No prerequisites are specified. |
| No prerequisites are specified. |
| learning outcomes |
|---|
| 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 |
| unspecified |
| unspecified |
| 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 |
| The essence of quantitative research - when and how to use a questionnaire |
| Observation - types, ethnography, mystery shopping - specifics of use |
| Observation - types, ethnography, mystery shopping - specifics of use |
| Skills |
|---|
| Specify a brief (assignment) for marketing research |
| Specify a 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 qualitative research |
| Formulate a scenario for qualitative research |
| Use projective techniques (collage, association, personification, etc.) in marketing research |
| Use projective techniques (collage, association, personification, etc.) in marketing research |
| teaching methods |
|---|
| Knowledge |
|---|
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Text analysis |
| Text analysis |
| Skills |
|---|
| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
|---|
| Knowledge |
|---|
| Written examination |
| Written examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
|
Recommended literature
|
-
BURNS, Alvin C. a VEECK, Ann. Marketing research. Harlow: Pearson, 2020. ISBN 978-1-292-31804-2.
-
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.
-
FORET, Miroslav a MELAS, Dávid. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
-
HENDL, Jan a REMR, Jiří. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
-
KOZEL, Roman; MYNÁŘOVÁ, Lenka a SVOBODOVÁ, Hana. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 9788024735276.
-
MCDANIEL, Carl a GATES, Roger H. Marketing research. Hoboken, NJ: Wiley, 2018. ISBN 978-1-119-58649-4.
-
TAHAL, Radek. Marketingový výzkum: Postupy, metody, trendy. Grada, 2022. ISBN 978-80-271-3535-6.
|