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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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- nature, history, present, meaning and typology of marketing research; - process of preparation of marketing research - creation of project (plan); - pretest (preliminary research), implementation process, analysis and presentation of results; - methods and techniques of data collection, new trends in marketing research; - observation - its specifics, types, uses; - projective techniques - imagination, personification, collages, bubble tests, etc. - their use in marketing practice; - questioning in qualitative research - compilation of a scenario; - questioning in quantitative research - - choice of technique, rules for questionnaire construction, types and formulations of questions, scaling; - individual interview and focus group - their specifics, use.
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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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Belk, Russell W., Eileen Fischer a Robert V. Kozinets. Qualitative consumer and marketing research. Los Angeles, 2013. ISBN 978-0-85702-766-5.
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Bradley, Nigel. Marketing research : tools & techniques. Oxford : Oxford University Press, 2013. ISBN 978-0-19-965509-0.
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HENDL, J., REMR, J. Metody výzkumu a evaluace. Praha: Portál,, 2017. ISBN 978-80-262-1192-1.
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Kozel, Roman; Mynářová, Lenka; Svobodová, Hana. Moderní metody a techniky marketingového výzkumu. Praha : Grada, 2011. ISBN 978-80-247-3527-6.
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Malhotra, Naresh K. Basic marketing research : a decision-making approach. 3rd ed. Upper Saddle River, N.J. : Pearson/Prentice Hall, 2009. ISBN 978-0-13-502414-0.
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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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