S_MAV Introduction to Marketing Research

Institute of Technology and Business in České Budějovice
winter 2016
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Petra Martíšková, Ph.D. (seminar tutor)
Guaranteed by
Ing. Petra Martíšková, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
S_MAV/S01: Thu 11:25–12:55 D516, P. Martíšková
Prerequisites
FORMA ( P )
Basic knowledge of Marketing and Statistics.
Course Enrolment Limitations
The course is offered to students of any study field.
The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40
Course objectives supported by learning outcomes
The aim of this course is to provide students fundamental information of marketing research and also to clarify the procedures, methods and techniques of marketing research, marketing research application possibilities in different areas and, last but not least, part of the process of marketing research. Successful graduates of the course can create, process and present the results of marketing research. The attention is also paid to the ethics in research.
This course can be considered as the good starting point for writing an empirical part of bachelor/master thesis.
Syllabus
  • 1. Importance of marketing research, marketing research process.
    2. Quantitative and qualitative research.
    3. Secondary and primary data.
    4. Obtaining primary data.
    5. Questionnaire and its structure, styling and scaling issues.
    6. Data processing and data analysis, application of mathematical and statistical methods, presentation of results.
    7. Ethics in research.
    8. Work on a team project in the field of marketing research under the supervision of a tutor.
    9. Work on a team project in the field of marketing research under the supervision of a tutor.
    10. Work on a team project in the field of marketing research under the supervision of a tutor.
    11. Work on a team project in the field of marketing research under the supervision of a tutor.
    12. Presentation of team projecta in the field of marketing research.
    13. Presentation of team projecta in the field of marketing research.
Literature
    recommended literature
  • SAUNDERS, M., LEWIS, P., THORNHILL, A. Research methods for business students. 6th ed. Harlow: Pearson, c2012. ISBN 978-0-273-75075-8.
  • GREENER, S., MARTELLI, J. An Introduction to Business Research Methods. 2nd ed. c2015. (retrieved from bookboon.com - free download)
  • BRYMAN, B., BELL, E. Business research methods. 4th ed. Oxford: Oxford University Press, c2015. ISBN 978-0-19-966864-9.
Forms of Teaching
Lecture
Seminar
Consultation
Teaching Methods
Frontal Teaching
Project Teaching
Critical Thinking
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Attendance on lectures + seminars26 
Preparation for lectures + seminars52 
Preparation of seminar paper52 
Total:1300
Assessment Methods and Assesment Rate
Presentation 30 %
Project - semestral 70 %
Exam conditions
Successful graduates of the course have to get totally at least 70 points: A 100 – 90, B 89,99 – 84, C 83,99 – 77, D 76,99 – 73, E 72,99 – 70, FX 69,99 – 30, F 29,99 - 0.
Language of instruction
English
The course is also listed under the following terms summer 2017, winter 2017, summer 2018, winter 2018, summer 2019, winter 2019, summer 2020.
  • Enrolment Statistics (winter 2016, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2016/S_MAV