MKH_MVPS Case Studies to Marketing Research

Faculty of Economics and Administration
Spring 2021
Extent and Intensity
13/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Bc. Alena Šafrová Drášilová, Ph.D. (lecturer)
doc. Ing. Radoslav Škapa, Ph.D. (lecturer)
Ing. Mikhail Monashev (assistant)
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
Sat 20. 3. 13:00–15:50 P101, Fri 16. 4. 12:00–14:50 P101, Sat 15. 5. 16:00–19:50 P101
Prerequisites (in Czech)
MKH_TEDP Master Thesis || NOW( MKH_TEDP Master Thesis )
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
This course introduces to marketing research methods and research process. Specifically, its aim is to develop students’ knowledge and ability to independently design and perform a quantitative research.
Learning outcomes
At the end of this course, students should be able to:
- develop marketing research plan according to the research goal
- identify the most appropriate (statistical) methods and tools
- apply basic and intermediate methods of marketing research
- writw a research report and present it
Syllabus
  • 1. Marketing research – contectual framework
  • 2. The basic forms of marketing research, research design
  • 3. Sampling, primary and secondary data
  • 4. Basic methods and tools of quantitative research
  • 5. Introduction to data mining (segmentation including RFM analysis)
  • 6. Data presentation and research report
  • 7. Application of methods and tools in a case study
Literature
    required literature
  • MALHOTRA, Naresh K. Marketing research : an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010, 929 s. ISBN 9780136094234. info
  • SAUNDERS, Mark, Philip LEWIS and Adrian THORNHILL. Research methods for business students. Seventh edition. Harlow, England: Pearson, 2015, xxvi, 741. ISBN 9781292016627. info
  • MAREŠ, Petr, Ladislav RABUŠIC and Petr SOUKUP. Analýza sociálněvědních dat (nejen) v SPSS (Data analysis in social sciences (using SPSS)). 1. vyd. Brno: Masarykova univerzita, 2015, 508 pp. ISBN 978-80-210-6362-4. Projekty Nakladatelství Munipress info
  • OLSON, David L. Descriptive Data Mining. Online. 2017. ISBN 978-981-10-3340-7. Available from: https://dx.doi.org/10.1007/978-981-10-3340-7. URL info
    recommended literature
  • EASTERBY-SMITH, Mark, Richard THORPE and Paul JACKSON. Management and business research. 5th edition. London: Sage, 2015, xvi, 377. ISBN 9781446296585. info
    not specified
  • PUNCH, Keith. Úspěšný návrh výzkumu. Translated by Jan Hendl. Vydání druhé. Praha: Portál, 2015, 230 stran. ISBN 9788026209805. 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, to defent the seminar work (POT) and to gain mark A-E from POT. Final mark is computed as the weighted average of mark of written test (weight 33 %), and mark of work-in-progress POT (23 %), the final version of POT (40 %) and the quality of feedback related to other student`s project (7%).
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
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on the extent and intensity of the course: tutorial 12 hodin.
Credit evaluation note: Studentům oboru PEM bude navýšení +1 kredit.
The course is also listed under the following terms Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2022, Spring 2023, Spring 2024.
  • Enrolment Statistics (Spring 2021, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2021/MKH_MVPS