N_MoMV Modern Marketing Research

University of Finance and Administration
Summer 2025
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
Ing. Pavel Rosenlacher, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
The course Sociological Research in Marketing is a course taught in the summer semester of the master's degree. It extends the content towards methods and techniques of sociological research. It is designed as a one-semester course with lectures and seminars.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course builds on the teaching of sociological basis, which is an integral part of the preparation for the final state exams and quality elaboration of final theses containing sociological research. Students will use the knowledge of the principles of social environment and marketing for practical applications at the level of empirical knowledge. The main aim of the course is to master the application of the main methods and techniques of sociological research with an emphasis on the preparation of their own research project, including the preparation of a questionnaire, focus group, conducting interviews, etc. Partial goal is to introduce students to advantages, disadvantages, opportunities techniques in real world marketing. Students will gain experience in project preparation and implementation. The aim is at the same time to strengthen students' competencies in critical evaluation and interpretation of empirical knowledge, logical argumentation in defense of their own claims. Students who successfully complete this course will understand the logic of quantitative and qualitative research and its importance and place in marketing. Students will be able to: 1. Determine the topic of research 2. Find information needed for the selected topic 3. Formulate research questions and research hypotheses 4. Establish a selection strategy 5. Propose a method of data collection 6. Design a data analysis strategy 7. Propose the application of research into marketing campaigns
Learning outcomes
In this course, students will get acquainted with the entire research process, from the preparation of a research project, through the creation of instruments, data collection, data file creation to the basic principles of data processing. Preparation of own research project, data collection and their preparation for analysis. Graduates of the course should be able to prepare a research project based on a given topic and research questions, be able to design a selection, formulate hypotheses, draw up a questionnaire, prepare a data file and propose a plan for data analysis.
Syllabus
  • 1. Introduction to the issue of marketing research
  • 2. Preparation of marketing research
  • 3. Types of data and their collection
  • 4. Quantitative research
  • 5. Qualitative research
  • 6. Selection of respondents
  • 7. Questioning and types of questions
  • 8. Observation and experiment
  • 9. Neuromarketing
  • 10. Focus Group
  • 11. Concrete application of marketing research in practice
  • 12. Discussion on the contribution of marketing research to practice
Literature
    required literature
  • FORET, Miroslav a Dávid MELAS. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada, 2021. ISBN 978-80-271-1723-9.
  • MIČÍK, Michal. Marketingový výzkum. Plzeň: Západočeská univerzita v Plzni, 2022. ISBN 978-80-261-1080-4.
  • KOZEL, Roman, Lenka MYNÁŘOVÁ a Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6.
  • ROUBAL, Ondřej, Iva PETROVÁ a František ZICH. Metodologie marketingových výzkumů. Praha: Vysoká škola finanční a správní, 2014. ISBN 978-80-7408-092-0.
  • HENDL, Jan a Jiří REMR. Metody výzkumu a evaluace. Praha: Portál, 2017. ISBN 978-80-262-1192-1.
    recommended literature
  • HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. 4., přeprac. vyd. Praha: Portál, 2016. ISBN 978-80-262-0982-9.
  • NUNAN, Daniel, David F. BIRKS a Naresh K. MALHOTRA. Marketing research: applied insight. Sixth edition. Harlow, England: Pearson, 2020. ISBN 978-1-292-30872-2.
  • FLICK, U. Introducing research methodology : theory, design & practice. SAGE, 2015. ISBN 978-1-4462-9424-6
  • SEDLÁKOVÁ, Renáta. Výzkum médií: nejužívanější metody a techniky. Praha: Grada, 2014. ISBN 978-80-247-3568-9.
  • PROKOP, Daniel. Slepé skvrny: o chudobě, vzdělávání, populismu a dalších výzvách české společnosti. Brno: Host, 2019. ISBN 978-80-7577-991-5.
  • CHRÁSKA, Miroslav. Metody pedagogického výzkumu: základy kvantitativního výzkumu. 2., aktualizované vydání. Praha: Grada, 2016. ISBN 978-80-247-5326-3.
  • WALKER, Ian. Výzkumné metody a statistika. Praha: Grada, 2013. ISBN 978-80-247-3920-5.
Teaching methods
Lectures and seminars in full-time study; tutorials in combined study; compulsory attendance at seminars is 75% for full-time study, compulsory attendance at tutorials is 50% for part-time study.
Assessment methods
Completion of the course is a credit and an examination (oral exam). Assesment methods and criteria linked to learning outcomes: The course-unit credit is awarded on condition of having attended the seminars (at least 75%) and elaboration of one's own research project on a chosen topic, which is developed as a group work of several students.
The oral exam covers all topics included in the course syllabus. The student chooses 3 groups of topics, which he explains in detail.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
Teacher's information
Lectures will be continuously published in the teaching materials of the School Information System, including patterns and aids used in the exercises. The topics of the exam will be published at the beginning of the semester. Students with ISPs will regularly communicate individually with teachers and fulfill their duties in the regime set by ISPs. Teachers must be contacted at the beginning of the semester and agree on the schedule of individual work.
The course is also listed under the following terms Summer 2023, Summer 2024.
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