MPH_MVPS Case Studies to Marketing Research

Faculty of Economics and Administration
Spring 2024
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Ondřej Částek, Ph.D. (lecturer)
doc. Ing. Ondřej Částek, Ph.D. (seminar tutor)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (lecturer)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (seminar tutor)
Mgr. Laura Fónadová, Ph.D. (lecturer)
Mgr. Laura Fónadová, Ph.D. (seminar tutor)
doc. Ing. Radoslav Škapa, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Ondřej Částek, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Public Economics – Faculty of Economics and Administration (8,33 %), Department of Business Management – Faculty of Economics and Administration (91,67 %)
Timetable
Thu 8:00–9:50 P104, except Thu 4. 4.
  • Timetable of Seminar Groups:
MPH_MVPS/01: Fri 8:00–9:50 VT204, except Fri 5. 4., O. Částek, R. Čuhlová, R. Škapa
MPH_MVPS/03: Thu 12:00–13:50 VT206, except Thu 4. 4., O. Částek, R. Čuhlová, R. Škapa
Prerequisites (in Czech)
(! MPH_EVPP Empirical research &&!NOWANY( MPH_EVPP Empirical research ))
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 100 student(s).
Current registration and enrolment status: enrolled: 4/100, only registered: 0/100
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
- write 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
  • 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
  • Hair Jr., J., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods (4th ed.). Routledge. https://doi.org/10.4324/9780429203374
    recommended literature
  • MALHOTRA, Naresh K. Marketing research : an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010, 929 s. ISBN 9780136094234. info
  • PUNCH, Keith. Úspěšný návrh výzkumu. Translated by Jan Hendl. Vydání druhé. Praha: Portál, 2015, 230 stran. ISBN 9788026209805. 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
Teaching methods
The lectures will be devoted to introduction of marketing research, of its methods, tools and best practices.
Assessment methods
In the academic year 2023/24, the course is replaced by MPH_EVPP Empirical Research for Business Practice. Participation in the seminars and obtaining at least 60% of the test scores are prerequisites for completing the course. The content, form and dates of the tests are specified in the interactive syllabus.
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 a grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.

Students studying abroad under the ERASMUS programme must contact the course supervisor before the start of the semester to determine the individual conditions for completion.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2024/MPH_MVPS