MPH_CSMR Case Studies to Marketing Research

Ekonomicko-správní fakulta
podzim 2012
Rozsah
1/1. 4 kr. Ukončení: zk.
Vyučující
Ing. Klára Kašparová, Ph.D. (přednášející)
doc. Ing. Alena Klapalová, Ph.D. (přednášející)
doc. Ing. Radoslav Škapa, Ph.D. (přednášející)
Garance
doc. Ing. Radoslav Škapa, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Ing. Bc. Bohdana Čechová
Dodavatelské pracoviště: Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Rozvrh
St 12:50–14:30 S308
Předpoklady
Prior knowledge of the basics of marketing and the elementary statistics is needed.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 24 stud.
Momentální stav registrace a zápisu: zapsáno: 0/24, pouze zareg.: 0/24
Mateřské obory/plány
Cíle předmětu
This course is an introduction to marketing research and its methods. It focues on the quantitative approach to research mainly.
At the end of this course, students should be able to:
- develop marketing research plan according to the research goal
- identify the appropriate methods and tools
- apply basic methods of marketing research.
Osnova
  • 1. Marketing research – contextual framework, its functions
  • 2. The basic approaches and forms of marketing research
  • 3. Validity and reliability
  • 4. Sampling Procedures
  • 5. Overview of methods and tools used in quantitative approach to research
  • 6. Uni- and bivariate data analysis
  • 7. Preparing the Research Report
  • 8. Application of methods and tools in a case study
Literatura
    povinná literatura
  • SHUKLA, Paurav. Essentials of Marketing Research. 1. vyd. http://bookboon.com, 2008, 117 s. ISBN 978-87--7681411-3. URL info
    doporučená literatura
  • Wiley International Encyclopedia of Marketing. Edited by Jagdish N. Sheth - Naresh K. Malhotra. Malden: Wiley, 6 sv. ISBN 9781444316568. info
  • MALHOTRA, Naresh K. Marketing research : an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010, 929 s. ISBN 9780136094234. info
  • HAIR, Joseph F., Robert P. BUSH a David J. ORTINAU. Marketing research : within a changing information environment. 3rd ed. Boston: McGraw-Hill, 2006, xxvii, 700. ISBN 0072830875. info
Výukové metody
The lectures will be devoted to introduction of marketing research, of its methods, tools and best practices. After that the students realize their own market research in teams applying the knowledge from lectures and self-study.
Metody hodnocení
To pass the course the students are required to gain at least 60% of points in the test covering the theory of marketing research. The course is concluded by the defense of the elaborated case study - the marketing research.
Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je vyučován každoročně.
Předmět je zařazen také v obdobích podzim 2013, podzim 2014, podzim 2015, podzim 2016, podzim 2017, jaro 2020, jaro 2021, jaro 2022, jaro 2023, podzim 2023, podzim 2024.