VŠTE:S_MAV Introduction to Marketing Rese - Course Information
S_MAV Introduction to Marketing Research
Institute of Technology and Business in České Budějovicewinter 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.
- 1. Importance of marketing research, marketing research process.
- 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
Activities Number of Hours of Study Workload Daily Study Combined Study Attendance on lectures + seminars 26 Preparation for lectures + seminars 52 Preparation of seminar paper 52 Total: 130 0 - 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
- Enrolment Statistics (winter 2016, recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2016/S_MAV