MAV Marketing Research

Institute of Technology and Business in České Budějovice
summer 2011
Extent and Intensity
1/1. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Ludmila Opekarová, Ph.D. (assistant)
Guaranteed by
doc. RNDr. Jaroslav Stuchlý, CSc.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
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 56 student(s).
Current registration and enrolment status: enrolled: 0/56, only registered: 0/56
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The aim of the subject is to report basic pieces of knowledge of marketing research problem, clearing up appropriate proceedings, methods and techniques and especially learning of statistics processing, presentation and final report of marketing research acceptance
Syllabus
  • 1. Seminar plan and seminar work organization, credit conditions. Student group allocation, questionnaire preparation and semestral papers setting - 2. Introduction to the MAR, basic ideas, inquiry methods - 3. Marketing research and marketing control relation, optimum selection range determination - 4. Marketing information system, data collection, data spectrum - 5 Research problem definition, hypotheses determination and setting objectives , statistical prime data processing- 6. Questionnaire production, statistical description of frequency distribution and adequate numeral characteristics - 7. Test No.1, generalization of selective results to the parent population - 8. Other data analysis, basic statistical tests - 9. Work of a concrete marketing agency, generalization to the parent population - 10 Final report elaboration, using of multivariate statistical methods 11. Presentation of a marketing research result, analysis of preference and cluster analysis - 12. Test No.2, tuitions to presentations - 13. Presentations of semestral papers
Literature
    required literature
  • PECÁKOVÁ, I. Statistika v terénních průzkumech. Praha : Prefossional Publishing, 2008. ISBN 978-80-
  • Ezrová H.: Vybrané problémy z marketingového výzkumu, podpůrný učební text (v elektronické formě) k předmětu Marketingový výzkum
    recommended literature
  • KOZEL, R. a kol. Moderní marketingový výzkum. Praha : Grada Publishing a.s., 2006. ISBN 80-247-0966-X.
Forms of Teaching
Lecture
Exercise
Consultation
Teaching Methods
Frontal Teaching
Individual Work– Individual or Individualized Activity
Presentations in Power Point with the use of hypertextual references
Seminars in computer classroom with the use of Excel and the R system, final test on PC
Presentation in a computer classroom
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for the Mid-term Test33
Preparation for Seminars, Exercises, Tutorial634
Preparation for the Final Test33
preparation and presentation of the essay22
collection of data for questionnaires and its transcription to Excel5 
Processing the data to the seminar work7 
Attendance on Lectures13 
Attendance on Seminars/Exercises/Tutorial/Excursion1310
Total:5252
Assessment Methods and Assesment Rate
Test – mid-term 15 %
Test – final 15 %
Presentation 5 %
Seminary Work 65 %
Exam conditions
The exam consists of the presentation of a seminar work. The evaluation will include two tests (mid-term and final). Mid-term test is theoretical and final test is practical (based on processing of a research report). Exam evaluation: A ....... 95-100 % of points B ....... 85-94 % of points C ....... 75-84 % of points D ....... 65-74 % of points E ....... 55-64 % of points Fx ....... 35-54 % of points F ....... less than 35 % of points (tests with less than 50%, students may improve their results during the exam period)
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is taught: every week.
The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Summer 2010, Winter 2010, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015.
  • Enrolment Statistics (summer 2011, recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2011/MAV