Case studies in marketing research
introduction


Teachers
Radoslav Škapa
skapa@econ.muni.cz
Room 637
Office hours:
Tuesday: 12:00  - 13:30
Alena Klapalová
albra@seznam.cz
Room 634
Tuesday:
1.00 -3.00 p.m.
Klára Kašparová
16090@mail.muni.cz
Room 634
Wednesday 9:30 to 10:30
Thursday 1:00 p.m. to 2:00 p.m.

Week
Day
Lecture overview Wednesday
Teacher
1
22.9.
Specification of research project requirements
Marketing research as a case of business research: basic terminology of research. Functions and
types of marketing research; fields of its application.
Klapalová
2
29.9.
Marketing research process. Research design
Klapalová
3
6.10.
Hypotheses, variables, operationalisation.Secondary data resources
Klapalová
4
13.10.
 Presentation of proposals The presence of all team members is necessary!
Škapa, Klapalová
5
20.10.
Survey methods: questionnaire
Kašparová
6
27.10.
Primary data collection and sampling techniques. Preparing the research report
Škapa
7
3.11.
Exam test
Škapa, Klapalová
8
10.11.
Presentation no. 1: (suggested research design, literature review; design of a questionnaire)
The presence of all team members is necessary!
Škapa, Klapalová
9
17.11.
National holiday – no lecture
Škapa, Klapalová
10
24.11.
Data editing and coding. Elementary statistical processing and data representation
Škapa
11
1.12.
Elementary statistical processing and data representation II
Škapa
12
8.12
Individual consultancy (data processing, research report)
Škapa,  Klapalová
13
15.12
Presentation no. 2:  research sample description, findings and the interpretation, managerial
recommendations. The presence of all team members is necessary!
Škapa, Klapalová

Important deadlines
•11.10.2015 – brief marketing research proposal (research aims, ‘why should it matter to managers’,
and rough research design) presented to teachers during the lecture with help of Powerpoint; the
formation of teams
•Until 11.10.2015 (midnight) you upload the textual version of your presentation to is.muni.cz
(Homework Vaults - directory)
•9.11.2015 (midnight) – Deadline for presentation No 1 submission to is.muni.cz
•13. 12. 2015 (midnight) - Deadline for final project submission to is.muni.cz
•

Requirements on presentation no. I
•You deliver textual version (20 to 30 pages) and PPT.
•The presentation will last approx. 20 minutes; the discussion will start thereafter.
•The content of your work-in-progress file:
•The precise research goal definition and substantiation (why it should matter to managers?).
•Profound literature review and secondary data analysis.
•Pilot study (optional)
•Formulation of research questions and hypothesis (optional)
•Description of planned quantitative survey (population definition, sampling technique)
•Proposed questionnaire

Requirements on presentation no. II
•You deliver research report (35 to 50 pages) and PPT.
•The presentation will last approx. 25 minutes; the project defense will start thereafter.
•The content of your presentation II:
•Information about data collection and the structure of the final research sample
•Descriptive analysis of data (uni- and bivariate statistical analysis).
•Interpretation of the findings in relations to research aims and hypothesis
•Implications for managers
•limitations of research and further recommendations.
•Autorship – description of each member roles and contributions
•

•Study materials
•All the necessary materials will be uploaded in is.muni.cz (Learning Materials for MPH_CSMR)
•
•Assessment methods
•You need to gain at least 60% of points in the test covering the theory of marketing research and
•to defence the marketing research project successfully.
•
•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.

Our suggestions of topics for research:
•Social Media & Mobile Internet Use among Teens and Young Adults. Millennials. (base on:
http://eric.ed.gov/?id=ED525056)
•Getting rid of products – throw-away society and young generation (based on:
http://www98.griffith.edu.au/dspace/bitstream/handle/10072/34316/64789_1.pdf?sequence=1)
•Insect is soooo delicios! (based on:
http://www.researchgate.net/publication/264277224_Insects_in_the_human_food_chain_global_status_and
_opportunities)
•