SOC147 Basic of marketing research

Faculty of Social Studies
Autumn 2009
Extent and Intensity
1/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Petr Pakosta (lecturer)
Guaranteed by
doc. PhDr. Ing. Radim Marada, Ph.D.
Department of Sociology – Faculty of Social Studies
Contact Person: Ing. Soňa Enenkelová
Timetable
each odd Wednesday 12:00–15:40 U34
Prerequisites
SOC108 Data Analysis with SPSS
SOC108 Data Analysis with SPSS
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 35 student(s).
Current registration and enrolment status: enrolled: 0/35, only registered: 0/35, only registered with preference (fields directly associated with the programme): 0/35
fields of study / plans the course is directly associated with
there are 9 fields of study the course is directly associated with, display
Course objectives
Main objectives can be summarized as follows: to understand whole process of marketing research, to explain specific topics of market research in the Czech Republic and to discuss in depth basic aims of market research. All lessons are focused empirically on specific methods and options of market research.
Syllabus
  • Lession 1
  • Marketing and marketing mix.
  • Market research, public opinion research, sociological research
  • Quantitative and qualitative research. Overview of basic topics in market research
  • Market research agencies in the Czech Republic
  • Overview of markets suitable to market research
  • Lession 2
  • Research process: stages of research, offers and proposals, dealing between clients and agencies, research definition and design , price and timing, budget, questionnaire, preparation of field work
  • Field work: methods
  • Interviewers network: human resources, education and training of interviewers, control of field work, specific problem of field work with CATI or CAPI.
  • Data processing: scanning, coding, filtering, logical controlling, tables, crosstabulation, basic analysis, brand tools of data analysis
  • Research output: preparation, form and content, additional analysis, presentation, law aspect of relationship between research agency and its clients
  • Lession 3
  • Topics in market research I: research of customer satisfaction (questionnaire, processing, main outputs), branded tools
  • Topics in market research II: mystery shopping, specific demands on these researches, law and ethics problems of mystery shopping
  • Brands I: basic concepts, definitions
  • Lession 4
  • Brands II: research focused on brands (brand awareness, brand image, brand positioning, branded tools for brand research).
  • Qualitative research: different aims for qualitative research in market research, methods of qualitative research (focus groups, in-depth interviews, etc.), specific problems of qualitative research (choosing of respondents, validity, reliability)
  • Lession 5
  • Topics in market research III: concept test, product tests, price sensitivity, in-hall test, home use test, estimation of demand and optimal price
  • Topics in market research IV: commercial communication and its research, peoplemeters, media projects, monitoring of advertisements.
  • Typology in market research
  • Developed statistical analysis and its visual presentation (factor and cluster analysis, correspond analysis, logistic regression).
Literature
  • BOUČKOVÁ, Jana. Marketing. 1. vyd. Praha: C.H. Beck, 2003, xvii, 432. ISBN 8071795771. info
  • HAGUE, Paul N. Průzkum trhu. Vyd. 1. Brno: Computer Press, 2003, 234 s. ISBN 8072269178. info
  • BÁRTOVÁ, Hilda, Vladimír BÁRTA and Jan KOUDELKA. Chování spotřebitele a výzkum trhu. Vyd. 1. V Praze: Vysoká škola ekonomická v Praze, 2002, 208 s. ISBN 8024504103. info
  • RENDLOVÁ, Eliška and Tomáš LEBEDA. Výzkumy veřejného mínění : teoretické souvislosti a praktická aplikace. 1. vyd. Praha: Sociologický ústav Akademie věd České republiky, 2002, 52 s. ISBN 80-7330-032-X. info
  • Základy sociologického výzkumu. Edited by Alois Surynek - Růžena Komárková - Eva Kašparová. 1. vyd. Praha: Management Press, 2001, 160 s. ISBN 80-7261-038-4. info
Teaching methods
lectures, group project (preparation of a presentation), homework (analysis of real data and its presentation)
Assessment methods
During course students have to work out a presentation of desktop research focused on a market in the Czech Republic (mainly FMCG market) and to present it to their colleagues. Topic of these presentations will be discussed with teacher on the first course lesson and examples of this analysis will be showed up. After end of course a written exam is conducted (it’s focused on topics discussed in whole course and on student’s presentation). Final exam is a proposal of a research project on a given topic and discussion about this project.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2006, Autumn 2007, Autumn 2008, Autumn 2010, Spring 2011, Autumn 2011, Autumn 2012, Spring 2017.
  • Enrolment Statistics (Autumn 2009, recent)
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