MPH_CSMR Case Studies to Marketing Research

Faculty of Economics and Administration
Autumn 2013
Extent and Intensity
1/1. 4 credit(s). Type of Completion: zk (examination).
Ing. Klára Kašparová, Ph.D. (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
doc. Ing. Radoslav Škapa, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Radoslav Škapa, Ph.D.
Department of Corporate Economy - Faculty of Economics and Administration
Contact Person: Ing. Bc. Bohdana Čechová
Supplier department: Department of Corporate Economy - Faculty of Economics and Administration
Wed 12:50–14:30 S308
Prerequisites (in Czech)
Prior knowledge of the basics of marketing and the elementary statistics is needed.
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 24 student(s).
Current registration and enrolment status: enrolled: 0/24, only registered: 0/24
fields of study / plans the course is directly associated with
Course objectives (in Czech)
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.
Syllabus (in Czech)
  • 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
    required literature
  • SHUKLA, Paurav. Essentials of Marketing Research. 1. vyd. :, 2008. 117 pp. ISBN 978-87--7681411-3. URL 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
  • 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
  • PARASURAMAN, A., Dhruv GREWAL and R. KRISHNAN. Marketing research. 2nd ed. Boston: Houghton Mifflin Co., 2007. 638 s. ISBN 9780618660636. info
Teaching methods (in Czech)
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.
Assessment methods (in Czech)
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.
Language of instruction
Further Comments
Study Materials
The course is taught annually.
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

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The course is also listed under the following terms Autumn 2012, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Spring 2020, Spring 2021.
  • Enrolment Statistics (Autumn 2013, recent)
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