N_MMV Marketing Research Methods

University of Finance and Administration
Winter 2016
Extent and Intensity
1/1. 5 credit(s). Type of Completion: zk (examination).
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Prerequisites
Graduate bachelor degree - coursee - Sociology and Principles of Marketing
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After completing the course, students should be able to define the problem for the research project, specify objectives and target audience, in relation to them specify the method and technology solutions from the procedures and applications in the area of ​​marketing practice. It should be capable of position of Marketing Manager to enter and solve research problems independently and in cooperation with professional research agency.
Syllabus
  • Structure of the course: 1.Marketing research as a source of information, the position of marketing research in marketing strategy system and MIS, Information sources, primary and secondary sources of information, the relationship of agency - client assignment, offer 2.Subject matter, definitions, history, object, process and types of marketing research 3.Methods of marketing research. Basic quantitative research methods (observation, interviews, panel, sampling, field techniques, interviewer network) 4.Methods of qualitative research (focus groups, individual interviews, projective, association techniques) 5.Research instrument.Techniky collecting quantitative data CATI, CAPI, PAPI, CASI, CAWI, TV meter, eye camera, neuro methods etc. 6.Problems of processing and analysis of information, types of indicators, principles of interpretation and presentation of research findings synthesis of market research, prediction 7.Looking at the market and competition analysis, segmentation methods, product research (technology product research), market research and customer 8.Research on marketing communications, advertising and media projects 9.Research on customer satisfaction, retention and loyalty 10.Research on Image and brand value, 11.Product and price research 12.Research of distribution.
Literature
    required literature
  • ROUBAL, Ondřej, Iva PETROVÁ and František ZICH. Metodologie marketingových výzkumů. 1. vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2014, 184 pp. Eupress. ISBN 978-80-7408-092-0. info
  • • KOZEL R., L. MYNÁŘOVÁ, H. SVOBODOVÁ. 2011. Moderní metody a techniky marketingového výzkumu. Praha. Grada Publishing, 2011, ISBN 978-80-247-3527-6
  • • KOZEL, R., a kol. 2006. Moderní marketingový výzkum. 1. Vyd. Praha. Grada, 2006. 280 s. ISBN 80-247-0966-X.
    recommended literature
  • • DISMAN, M. 2009. JAK SE VYRÁBÍ SOCIOLOGICKÁ ZNALOST, 3. Vyd., Praha, nakl. Karolinum. 2009. ISBN 978–80-46-0139-7
  • • HAGUE, P. 2003. Průzkum trhu: příprava, výběr metod, provedení, interpretace výsledků. 1. vyd. Brno: Computer Press, 2003. 234 s. ISBN 80-7226-917-8
  • • FORET, M. 2009. Marketingový průzkum - Poznáváme svoje zákazníky, 1. Vyd. Brno, Computer Press 2009, ISBN 978-80-251-2183-2
  • • KENT, R. 2007. Marketing Research. Approaches, Methods and Applications in Europe, London, Thomson Learning, 2007, ISBN-13 978- 1-84480-327-9
  • • VYSEKALOVÁ JITKA A KOL. 2011. Chování zákazníka. Jak odkrýt tajemství "černé skříňky", Grada Publishing, 2011, ISBN 978-80-247-3528-3
Teaching methods
Teachers methods: lectures, exercises
Assessment methods
Credit course is completed and a written exam, which consists of two parts: the knowledge section 7 of the 30 selected questions of the test circuit and part case study - design solutions marketing problem. Criterion for obtaining credit is processing seminar marketing research project work according to demand and participate in seminars 75% for PS and 50% for KS. The criterion for passing the exam is to get 30 points out of 60, at least 10 points in each section.
Language of instruction
Czech
Follow-Up Courses
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: 8 hodin KS/semestr.
The course is also listed under the following terms Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015.
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