MPH_MVPS Case Studies to Marketing Research

Faculty of Economics and Administration
Spring 2017
Extent and Intensity
1/3/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
doc. Ing. Radoslav Škapa, Ph.D. (lecturer)
Ing. Kristína Babíková, Ph.D. (seminar tutor)
Ing. Klára Kašparová, Ph.D. (seminar tutor)
Ing. Anida Krajina, Ph.D. (seminar tutor)
doc. Ing. Radoslav Škapa, Ph.D. (seminar tutor)
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
Thu 12:50–14:30 P104
  • Timetable of Seminar Groups:
MPH_MVPS/01: Fri 9:20–11:00 VT204, K. Kašparová, R. Škapa
MPH_MVPS/02: Fri 11:05–12:45 VT204, K. Kašparová, R. Škapa
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 70 student(s).
Current registration and enrolment status: enrolled: 0/70, only registered: 0/70, only registered with preference (fields directly associated with the programme): 0/70
fields of study / plans the course is directly associated with
Course objectives
This course is an introduction to marketing research and its methods.
At the end of this course, students should be able to:
- develop marketing research plan according to the research goal
- identify the most appropriate methods and tools
- apply basic and intermediate methods of marketing research
Syllabus
  • 1. Marketing research – contectual framework
  • 2. The basic forms of marketing research
  • 3. Methods and tools of quantitative research
  • 4. Application of methods and tools in a case study
Literature
    required literature
  • KOZEL, Roman, Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada, 2011, 304 s. ISBN 9788024735276. 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
  • BEDNARČÍK, Zdeněk. Marketingový výzkum. Vyd. 1. Karviná: Slezská univerzita, 2008, 176 s. ISBN 9788072484898. info
  • MALHOTRA, Naresh K. Marketing research : an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010, 929 s. ISBN 9780136094234. info
  • HENDL, Jan. Kvalitativní výzkum : základní teorie, metody a aplikace. 2., aktualiz. vyd. Praha: Portál, 2008, 407 s. ISBN 9788073674854. info
  • Marketing analytics :data-driven techniques with Microsoft Excel. Edited by Wayne L. Winston. 1 online r. ISBN 9781118417300. info
Teaching methods
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
To pass the course the students are required to gain at least 60% of points in the test covering the theory of marketing research and to gain mark A-E from seminar paper. Final mark is computed as the weighted average of mark of written test (weight 33 %), and mark of work-in-progress POT (25 %), and the final version of POT (42 %)
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.
General note: Přednášky jsou dostupné online a ze záznamu.
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 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2024.
  • Enrolment Statistics (Spring 2017, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2017/MPH_MVPS