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Lecturer(s)
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Kovář Tomáš, RNDr. Ph.D.
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Jindrová Pavla, Mgr. Ph.D.
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Course content
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An introduction to Marketing research. Marketing research stages, the data collection methods. Sampling methods - determining a sampling frame, establishing a sample size, and choosing a sampling procedure. The questionnaire in the market research survey process - writing the questionnaire, question types, avoiding bias. Piloting the questionnaire - reasons and use. Online questionnaires. Rating scales in market research. Customer preferences using conjoint analysis. Statistics in marketing research. Social desirability bias. Qualitative, quantitative, and mixed research. Evaluating survey questionnaire.
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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, Demonstration, Skills training
- Home preparation for classes
- 39 hours per semester
- Preparation for a credit (assessment)
- 59 hours per semester
- Participation in classes
- 52 hours per semester
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Learning outcomes
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The aim of the course is to develop students' understanding of the market research standards, and of collecting and analysing data.
Upon successful completion of the course student will be able to: Determine market research objectives and state hypothesis; Choose an appropriate sampling method; Write a questionnaire according to research questions, formulate questions, and suggest the response options; Laying out an online questionnaire; Analyse data using appropriate statistical methods, interpret the results. Upon successful completion of the course student will be able to: Plan the research survey, collect and analyse data; Evaluate the results obtained in the survey; Convey the information resulted from the survey clearly and convincingly.
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Prerequisites
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Knowledge of statistical methods at the bachelor level is recommended.
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Assessment methods and criteria
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Written examination, Work-related product analysis, Self project defence
Assignment: oral presentation of the seminar papers, passing the assignment exam at least by 65 %, active participation in seminars.
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Recommended literature
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BEDNARČÍK, Z.:. Aplikace marketingového výzkumu. 1. vyd. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2012, 166 s. ISBN 978-80-7248-751-6.
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Foret, M. Marketingový průzkum. Brno: BizBooks, 2012.
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Foret, Miroslav. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
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Jindrová, P., Seinerová, K. Zpracování dotazníkových šetření. Pardubice: Univerzita Pardubice, 2014.
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KOZEL R. a kol. Moderní marketingový výzkum, Grada Publishing, Praha, 2006..
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Řezanková, Hana. Analýza dat z dotazníkových šetření. [Praha]: Professional Publishing, 2017. ISBN 978-80-906594-8-3.
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Tahal, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. Praha: C.H. Beck, 2015. ISBN 978-80-7400-585-5.
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