MAV Marketing Research

Institute of Technology and Business in České Budějovice
summer 2013
Extent and Intensity
1/1. 2 credit(s) (plus 2 credits for an exam). Type of Completion: zk (examination).
Teacher(s)
doc. RNDr. Jaroslav Stuchlý, CSc. (seminar tutor)
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
Timetable of Seminar Groups
MAV/ccv: Thu 25. 4. 13:35–14:20 D204P, Thu 16. 5. 13:35–14:20 D204P, J. Stuchlý, výuka v rámci CŽV
Prerequisites
OBOR(CAP)
Termination (or at least inscription) of the subject Statistics (STA)
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
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. Introduction, basic market research terms (teaching plan and organization of work in the subject Market research, marketing and market research, marketing information system) 2. Methods of research (elected research methodos,determination of optimal size of the sample) 3. Preparation process of market research ( market research, research project, quantitative and qualitative research, MR ethical codex, MR process, MR preparation stage, aim of the research) 4. Work with data ( data sources, secondary data, agency research, primary data, methods of primary data collection, inquiring methods, questionnaire, classification of the questions used in the questionnaire, structure and formal layout of of the questionnaire, ranges) 5. Reasearch realization ( research realization phases, data collection, control and processing of the data, use of computer and graphic methods of descriptive statistics) 6. Basic analysis of the data in MR ( statistic calculations in Excel and in R, types of variables and calculation of their numerical characteristics, methods of statistic idnuction, point and interval estimation) 7. Testing of MR hypothesis (one-choice, two-choice and multiple-choice tests, dependance of two qualitative variables) 8. Analysis of the variable dependence in MR ( dependence of numerical variable on the qualitative one, dependence of two numerical variables, regresive line, correlation analysis - practiceo these analysis in a seminar work) 9. Multidimensional dependence ( contingent tables with hierarchical structure, multidimensional regression and regression with artificial variables) 10. Use of multidimensional methods( possibilities of the use of multidimensional statistic methods, methods in which it is possible to distinguish the direction of dependence, conjoint analysis, methods, in which it is not possible to distinguish the direction of dependence) 11. MR organization and creation of the final report (creation of the seminar work) 12. MR presentation and time reserve (oral and written presentation of the final report from MR, form and content of the presentation) 13. Presentation of seminar works (oral and written presentation in presentation groups)
Literature
    required literature
  • Ezrová H.: Vybrané problémy z marketingového výzkumu, podpůrný učební text (v elektronické formě) k předmětu Marketingový výzkum
  • STUCHLÝ, J. Marketingový výzkum. Studujní opora pro KS. VŠTE České Budějovice 2011 (v elektronické podobě)
  • KOZEL, R. a kol. Moderní marketingový výzkum. Praha : Grada Publishing a.s., 2006. ISBN 80-247-0966-X.
    recommended literature
  • PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. Grada Publishing 1996, ISBN 80-7169-249-9
  • ŘEZANKOVÁ, H.-.LÖSTER, T. Úvod do statistiky. VŠE v Praze, Nakladatelství Oeconomi-ca, ISBN 978-80-245-1514-4
  • PECÁKOVÁ, I. Statistika v terénních průzkumech. Praha : Prefossional Publishing, 2008. ISBN 978-80-
  • HINDLS, R. a kol. Statistika pro ekonomy. Professional Publishing 2007, ISBN 978-80-86946-43-6
  • PECÁKOVÁ, I. Statistické aspekty terénních průzkumů I. Skripta VŠE Praha 1995, ISBN 80-7079-737-1
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 (probably available only in Czech)
Information on completion of the course: Do zkoušky jsou započteny průběžné testy a prezentace seminární práce
Information on the per-term frequency of the course: vhodný je letní semestr.
The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Summer 2010, Winter 2010, summer 2011, winter 2011, summer 2012, winter 2012, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015.
  • Enrolment Statistics (summer 2013, recent)
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