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Lecturer(s)
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Lošťáková Hana, prof. Ing. CSc.
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Course content
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Marketing information system Marketing research substance and basic characteristics, its role for managerial decisions Marketing research preparation - background leading to research, research areas identification, marketing research objectives and goals setting. Marketing research plan creation. Secondary and primary research realization. Qualitative research and its method using. Quantitative research - writing questioning, personnel questioning with using interviewer network, phone questioning and internet questioning. Marketing experiment Data elaborating - redaction, coding and tabulation. Marketing research results analysis, interpretation and presentation. Marketing research typical studies
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
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Learning outcomes
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The objective of this subject is to give to students a complex knowledge and skills in marketing research preparation and realization with using different methods of qualitative and quantitative methods of marketing research.
The graduates are able to define market research objectives and goals, to set up marketing research plan and to realize marketing researches with using different methods of qualitative and quantitative methods of marketing research.
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Prerequisites
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Knowledge in mathematics and business economics and management on bachelor level is needed for study of the subject.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Work-related product analysis
Oral exam required. Level of acquired knowledge, approaches, as well as skills in practice application are examined. During term the knowledge is verified by seven cases, their results are considered as a part of final classification.
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Recommended literature
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Foret M., Stávková J. Marketingový výzkum: Jak poznávat své zákazníky, Grada Publishing, Praha, 2003.
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Kozel R., Mynářová L., Svobodová H. Moderní metody a techniky marketingového výzkumu. Grada Publishing, Praha, 2011.
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Lošťáková H. Případové studie k předmětu "Marketingový výzkum". Univerzita Pardubice, 2013 (každý rok inovovány).
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Lošťáková H. Soubor power pointových prezentací k předmětu "Marketingový výzkum ", Univerzita Pardubice, 2012.
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Richterová K. a kol. Úvod do výskumu trhu. Sprint, Bratislava, 2013.
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Řezanková, H. Analýza dat z dotazníkových šetření. Professional Publishing, Praha, 2011.
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