Course syllabus MV - Marketing Research (FRDIS - SS 2013/2014)


     Czech          English          


Course code: MV
Course title in Czech:
Marketing Research
Course title in English:
Marketing Research
Semester: SS 2013/2014
Mode of completion and number of credits: Exam (4 credits)
Mode of delivery and timetabled classes:
full-time, 2/1 (hours of lectures per week / hours of seminars per week)
Level of course: master
Course type:
required
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction: Czech
Course supervisor:
Course supervising department:
Faculty:
Teachers: prof. PhDr. Miroslav Foret, CSc. (examiner, instructor, lecturer, supervisor)
Prerequisites: not Marketing Research in EN
 
Timetable in this semester:
-- item not defined --
 
Aim of the course and learning outcomes:
To give a comprehensive overview of the marketing research, its different kinds and types (marketing research, sociological research and public opinion research). To develop a unified, primary knowledge required for university studies. During the course of the semester students will familiarize themselves with complex empirical research tools, especially with collecting and statistical processing empirical data, their practical application and limitations in business administration.
 
Course content:
1.
Marketing research -- its history, importance and types (allowance 2/1)
 
a.
The essence and definition of marketing research
b.
Historical roots of marketing research
c.Some basic kinds and types

2.
Marketing research as a process (allowance 2/1)
 
a.
Definition of a marketing problem and research objectives
b.
Orientation analysis of situation
c.
Specific features of empirical data
Plan of empirical research
Project of empirical research

3.Subject of marketing research (allowance 2/1)
 
a.
Definition and operationalisation
b.
Final version

4.
Marketing research techniques (allowance 4/2)
 
a.
Interview
Written inquiry
Personal interview
b.
Observation
c.
Experiment

5.
Object of marketing research -- sample specification and selection of units (allowance 2/1)
 
a.
Probability (random) sampling
b.
Quota sampling
c.
Size of a sampling unit

6.Statistical processing of primary data (allowance 6/3)
 
a.
Categorisation
b.
Classification
c.
Contingency table

7.
Final results interpretation (allowance 2/1)
 
a.
Final report

8.
Practical recommendation (allowance 2/1)
9.
Marketing research as a communication with customers and publics (allowance 2/1)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
lecture
24 h
practice
12 h
field work
24 h
preparation for exam
15 h
preparation for regular assessment
25 h
preparation of presentation
12 h
Total
112 h
 
Assessment methods:
Ongoing evaluation of the lectures and seminars (tutorials) is based on scoring system. Students have to achieve the specified limits of the minimum number of points (at least 50%), continuous work on a given project and the presentation of a chosen topic for obtain the assessment. The final exam composed of a written or even oral part. The written exam consists two open questions (1/3 points) and eight test, name of WH questions that are evaluated the remaining 2/3 points. The content of the final examination is not only themes presented in lectures, but also topics covered during the seminar. For successful completion of the course, a student have to obtain at least 50% points.
 
Assessment criteria ratio:
Requirement type
Daily attendance
Total
0 %
 
Recomended reading and other learning resources:
Basic:
FORET, M. Marketingový průzkum - Poznáváme svoje zákazníky. 2nd ed. Brno: BizBooks, 2012. 116 p. 16316. ISBN 978-80-265-0038-4.
FORET, M. Marketingová komunikace. 3rd ed. Brno: Computer Press, 2011. 488 p. KE 0630. ISBN 978-80-251-3432-0.
FORET, M. -- MEGYESIOVÁ, S. Marketingový výzkum v regionálním rozvoji. Brno: Mendelova univerzita v Brně, 2013. 124 p. ISBN 978-80-7375-773-1.
FORET, M. Marketing pro začátečníky. 3rd ed. Brno: Computer Press, 2011. 186 p. Praxe manažera. ISBN 978-80-251-3763-5.

Recommended:
Marketing research: an applied orientation. 5th ed. Upper Saddle River, New Jersey: Pearson Prentice Hall, 783 p. ISBN 0-13-227917-7.
Marketing research: tools & techniques. Oxford: Oxford University Press, 531 p. ISBN 978-0-19-928196-1.
Marketing Research: Methodological Foundations. 7th ed. Fort Worth: The Dryden Press, 1999. 1017 p. ISBN 0-03-023816-1.

Course listed in study plans for this semester:
Field of study C-RD-SEDR Socioeconomic and environmental development of regions, full-time form, initial period WS 2013/2014
 
Course listed in previous semesters:
WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, SS 2016/2017, WS 2016/2017 (and older)
Teaching place:
Brno


Last modification made by Bc. Vít Karber on 02/07/2014.

Type of output: