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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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- Home preparation for classes
- 14 hours per semester
- Participation in classes
- 28 hours per semester
- Preparation for examination
- 33 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 |
| 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 |
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| 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 |
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| Knowledge |
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| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Text analysis |
| Text analysis |
| Skills |
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| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
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| Knowledge |
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| Written examination |
| Written examination |
| 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, 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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