MAV Marketing Research

Institute of Technology and Business in České Budějovice
winter 2015
Extent and Intensity
1/1. 2 credit(s) (plus 2 credits for an exam). Type of Completion: zk (examination).
Guaranteed by
doc. Ing. Zuzana Rowland, MBA, PhD.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Lifelong learning Centre – Directorate of Study Administration and Lifelong Learning – Vice-Rector for Study Affairs – Rector – Institute of Technology and Business in České Budějovice
Prerequisites
OBOR ( CAP )
Basic knowledge of Marketing and Statistics.
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 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.
Syllabus
  • 1. Introduction to marketing research, information system, research process and research questions.
    2. Secodanry data, database, and marketing information system.
    3. Quantitative research, quantification and measurement of qualitative research.
    4.Observation, experiment and market testing.
    5. Data processing and data analysis, application of mathematical and statistical methods, presentation of results.
    6. Questionnaire and its structure, styling and scaling issues.
    7. Specific types of marketing research - promotion, pricing, new products, distribution channels research, segmentation 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. Work on a team project in the field of marketing research under the supervision of a tutor.
    13. Presentation of team projecta in the field of marketing research.
Literature
    required literature
  • KOZEL, Roman, Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vydání. Praha: Grada Publishing, a.s., 2011, 304 pp. ISBN 978-80-247-3527-6. info
    recommended literature
  • KOZEL, R. a kol. Moderní marketingový výzkum. Praha : Grada Publishing a.s., 2006. ISBN 80-247-0966-X.
  • STUCHLÝ, J. Marketingový výzkum. Studujní opora pro KS. VŠTE České Budějovice 2011 (v elektronické podobě)
  • KOZEL, Roman. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. In Expert. 1. vyd. Praha: Grada, 2006, 277 pp. Expert. ISBN 80-247-0966-X. info
  • BRADLEY, Nigel. Marketing research : tools and techniques. 2. vyd. New York: Oxford University Press, 2010, 527 pp. ISBN 978-0-19-956434-7. info
  • MISHRA, M. N. Modern Marketing Research. New Delhi: Himalaya Publishing House, 2008, 355 pp. ISBN 978-81-8488-098-4. info
Forms of Teaching
Lecture
Exercise
Consultation
Teaching Block - lecture
Teaching Methods
Frontal Teaching
Project Teaching
Brainstorming
Critical Thinking
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Seminars, Exercises, Tutorial24
Questionnaire preparing1010
Project presentation processing55
Project processing1515
Research report processing88
Attendance on Lectures12 
Attendance on Seminars/Exercises/Tutorial/Excursion 10
Total:5252
Assessment Methods and Assesment Rate
Presentation 10 %
Questionnaire processing 20 %
Team project processing 50 %
Research report processing 20 %
Exam conditions
Grading of the course:
  • Questionnaire processing - max. 20 points
  • Team project processing - max. 50 points
  • Research report processing - max. 20 points
  • Project presentation - max. 10 points

    • Scale: A 100 – 98, B 97,99 – 91, C 90,99 – 80, D 79,99 – 73, E 72,99 – 70, X 69,99 – 30, F 29,99 - 0.
    Language of instruction
    Czech
    Further comments (probably available only in Czech)
    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, summer 2011, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015.
    • Enrolment Statistics (recent)
    • Permalink: https://is.vstecb.cz/course/vste/winter2015/MAV