MKH_MVPS Case Studies to Marketing Research

Faculty of Economics and Administration
Spring 2012
Extent and Intensity
1/3. 7 credit(s). Type of Completion: k (colloquium).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (seminar tutor)
doc. Ing. Alena Klapalová, Ph.D. (seminar tutor)
doc. Ing. Radoslav Škapa, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Radoslav Škapa, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Sun 26. 2. 16:20–17:55 P303, Sun 11. 3. 16:20–19:30 P103, Sat 12. 5. 12:50–16:15 P103
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40
fields of study / plans the course is directly associated with
Course objectives
This course is an introduction to marketing research and its methods.
At the end of this course, students should be able to:
- develop marketing research plan according to the research goal
- identify the most appropriate methods and tools
- apply basic and intermediate methods of marketing research
Syllabus
  • 1. Marketing research – contectual framework
  • 2. The basic forms of marketing research
  • 3. Methods and tools of quantitative research
  • 4. Application of methods and tools in Case studies
Literature
    required literature
  • HENDL, Jan. Kvalitativní výzkum : základní teorie, metody a aplikace. 2., aktualiz. vyd. Praha: Portál, 2008, 407 s. ISBN 9788073674854. info
  • HAIR, Joseph F., Robert P. BUSH and David J. ORTINAU. Marketing research : within a changing information environment. 3rd ed. Boston: McGraw-Hill, 2006, xxvii, 700. ISBN 0072830875. info
    recommended literature
  • MALHOTRA, Naresh K. Marketing research : an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010, 929 s. ISBN 9780136094234. info
  • BEDNARČÍK, Zdeněk. Marketingový výzkum. Vyd. 1. Karviná: Slezská univerzita, 2008, 176 s. ISBN 9788072484898. info
Teaching methods
A part of seminars will be devoted to introduction of marketing research and its methods. After that the students realize their own market research in teams applying the knowledge from lectures and self-study.
Assessment methods
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.
If student commits a prohibited act, such as usage of various forbidden tools, cribbing, taking out any part of the exam or any other cheating, teacher is allowed to interrupt an exam and to grade a student with F, FF or FFF according to the seriousness of the offence.
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2024.
  • Enrolment Statistics (Spring 2012, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2012/MKH_MVPS