Course Information

MAV Marketing Research

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

• Business Administration and Management (programme VŠTE, EM)

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for Seminars, Exercises, Tutorial	2	4
Questionnaire preparing	10	10
Project presentation processing	5	5
Project processing	15	15
Research report processing	8	8
Attendance on Lectures	12
Attendance on Seminars/Exercises/Tutorial/Excursion		10
Total:	52	52

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.

MAV Marketing Research

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: Department of Tourism and Marketing – Faculty of Corporate Strategy – 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

• Business Administration and Management (programme VŠTE, EM)

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for Seminars, Exercises, Tutorial	2	4
Questionnaire preparing	10	10
Project presentation processing	5	5
Project processing	15	15
Research report processing	8	8
Attendance on Lectures	12
Attendance on Seminars/Exercises/Tutorial/Excursion		10
Total:	52	52

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.

MAV Marketing Research

Extent and Intensity

1/1. 2 credit(s) (plus 2 credits for an exam). Type of Completion: zk (examination).

Teacher(s)

Ing. Lukáš Kučera (seminar tutor)
Ing. Roman Švec, Ph.D. (seminar tutor)

Guaranteed by

Ing. Marie Slabá, 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

MAV/P01: Thu 16:30–18:00 B1, L. Kučera
MAV/S01: Thu 14:50–16:20 A3, L. Kučera

Prerequisites

FORMA ( P )
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.
The capacity limit for the course is 8 student(s).
Current registration and enrolment status: enrolled: 0/8, only registered: 0/8

fields of study / plans the course is directly associated with

• Business Administration and Management (programme VŠTE, EM)

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

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for Seminars, Exercises, Tutorial	2	4
Questionnaire preparing	10	10
Project presentation processing	5	5
Project processing	15	15
Research report processing	8	8
Attendance on Lectures	12
Attendance on Seminars/Exercises/Tutorial/Excursion		10
Total:	52	52

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

MAV Marketing Research

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

Ing. Marie Slabá, 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

MAV/CAP: Thu 3. 4. 14:45–16:20 D215, Thu 24. 4. 14:45–16:20 E2, Thu 15. 5. 14:45–16:20 D215, J. Stuchlý, výuka ve zkráceném kurzu 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

• Business Administration and Management (programme VŠTE, EM)

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
• KOZEL,R. a kol. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing a.s. 2011. ISBN 978-80-247-3527-6
• 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
Project 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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	6	6
Preparation for Seminars, Exercises, Tutorial	6	34
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

Assessment Methods and Assesment Rate

Test – mid-term 15 %
Project – semestral 70 %
test průběžný 2 (in Czech) 15 %

Exam conditions

Grading of the course: First Test + Second Test: maximum 30% (0-30 points), Project: maximum 70% (0-70 points). Successful graduates of the course have to get totally at least 70 points: A: 100 – 98, B: 97,99 – 91, C: 90,99 – 80, D: 79,99 – 73, E: 72,99 – 70, FX: 69,99 – 30, F 29,99 - 0.

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.

MAV Marketing Research

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/P01: each odd Thursday 8:15–9:45 B1, J. Stuchlý
MAV/S01: each even Thursday 13:10–14:40 D316, J. Stuchlý

Prerequisites

FORMA ( P )
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

• Business Administration and Management (programme VŠTE, EM)

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
• KOZEL,R. a kol. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing a.s. 2011. ISBN 978-80-247-3527-6
• 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
Project 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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	6	6
Preparation for Seminars, Exercises, Tutorial	6	34
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

Assessment Methods and Assesment Rate

Test – mid-term 15 %
Project – semestral 70 %
test průběžný 2 (in Czech) 15 %

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.

MAV Marketing Research

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

• Business Administration and Management (programme VŠTE, EM)

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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.

MAV Marketing Research

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/P01: each odd Thursday 14:45–16:15 B1, J. Stuchlý
MAV/S01: each odd Thursday 16:20–17:50 D216, J. Stuchlý
MAV/S02: each even Thursday 14:45–16:15 D216, J. Stuchlý
MAV/S03: each even Thursday 16:20–17:50 D216, J. Stuchlý
MAV/S04: each even Thursday 17:55–19:25 D216, J. Stuchlý

Prerequisites

FORMA ( P )
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

• Business Administration and Management (programme VŠTE, EM)

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
• KOZEL,R. a kol. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing a.s. 2011. ISBN 978-80-247-3527-6
• 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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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.

MAV Marketing Research

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. (lecturer)

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 15. 3. 12:30–13:15 D104L, Thu 29. 3. 12:30–13:15 D104L, Thu 12. 4. 12:30–13:15 D104L, Thu 10. 5. 12:30–13:15 D104L, J. Stuchlý

Prerequisites

STA Statistics
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.
The capacity limit for the course is 90 student(s).
Current registration and enrolment status: enrolled: 0/90, only registered: 0/90

fields of study / plans the course is directly associated with

• Business Administration and Management (programme VŠTE, EM)

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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.

MAV Marketing Research

Extent and Intensity

1/1. 2 credit(s). 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/P01: each odd Thursday 9:55–11:25 B2, J. Stuchlý
MAV/S01: each odd Thursday 8:15–9:45 D216, J. Stuchlý
MAV/S02: each even Thursday 8:15–9:45 D216, J. Stuchlý
MAV/S03: each even Thursday 9:55–11:25 D316, J. Stuchlý

Prerequisites

FORMA ( P )
Ukončení (nebo alespoň souběžné zapsání) předmětu Statistika (STA)

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 100 student(s).
Current registration and enrolment status: enrolled: 0/100, only registered: 0/100

fields of study / plans the course is directly associated with

• Business Administration and Management (programme VŠTE, EM)

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.Úvod, základní pojmy marketingového výzkumu (MV) a metody šetření (marketing a marketingový výzkum, marketingový informační systém, metody výběrových šetření, určování optimální velikosti vzorku)
• 2.Přípravný proces MV a práce s daty (projekt výzkumu, kvantitativní a kvalitativní výzkum, etický kodex MV, proces MV, přípravná fáze MV, cíl výzkumu, zdroje dat, sekundární data, agenturní výzkum, primární data, metody sběru primárních dat, metody dotazování, dotazník, třídění otázek používaných v dotazníku, struktura a formální úprava dotazníku, škály)
• 3.Realizace výzkumu a základní analýza dat v MV (fáze realizace výzkumu, sběr dat, kontrola a zpracování dat, použití výpočetních a grafických metod popisné statistiky, statistické výpočty v Excelu, typy proměnných a výpočet jejich číselných charakteristik, metody statistická indukce, bodové a intervalové odhady)
• 4.Testování hypotéz a analýzy závislostí proměnných v MV (jednovýběrové dvouvýběrové a vícevýběrové testy, závislost dvou kvalitativních proměnných, závislost numerické proměnné na kvalitativní, závislost dvou numerických proměnných, regresní přímka, korelační analýza - nácvik těchto analýz v seminární práci)
• 5.Vícerozměrné závislosti, organizace MV a zpracování závěrečné zprávy (vícerozměrné závislosti, organizace MV, zpracování závěrečné zprávy MV - zpracování seminární práce)
• 6.Použití vícerozměrných metod a prezentace MV (možnosti využití vícerozměrných statistických metod, metody, v kterých lze odlišit směr závislosti, conjointní analýza, metody, v kterých nelze rozlišit směr závislosti, ústní a písemná prezentace závěrečné zprávy MV formou prezentace seminární práce)

Literature

required 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)
• Ezrová H.: Vybrané problémy z marketingového výzkumu, podpůrný učební text (v elektronické formě) k předmětu Marketingový výzkum

recommended literature
• ŘEZANKOVÁ, H.-.LÖSTER, T. Úvod do statistiky. VŠE v Praze, Nakladatelství Oeconomi-ca, ISBN 978-80-245-1514-4
• PECÁKOVÁ, I. Statistické aspekty terénních průzkumů I. Skripta VŠE Praha 1995, ISBN 80-7079-737-1
• PECÁKOVÁ, I. Statistika v terénních průzkumech. Praha : Prefossional Publishing, 2008. ISBN 978-80-
• PŘIBOVÁ, M. a kol. Marketingový výzkum v praxi. Grada Publishing 1996, ISBN 80-7169-249-9
• HINDLS, R. a kol. Statistika pro ekonomy. Professional Publishing 2007, ISBN 978-80-86946-43-6

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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.

MAV Marketing Research

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

• Business Administration and Management (programme VŠTE, EM)

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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.

MAV Marketing Research

Extent and Intensity

1/1. 2 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. RNDr. Jaroslav Stuchlý, CSc. (lecturer)

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/01: each even Monday 12:00–13:30 B5, J. Stuchlý
MAV/02: each odd Monday 13:35–15:05 D215, J. Stuchlý
MAV/03: each even Monday 13:35–15:05 D215, J. Stuchlý

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

• Business Administration and Management (programme VŠTE, EM)

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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.

MAV Marketing Research

Extent and Intensity

0/2. 2 credit(s). Type of Completion: z (credit).

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

Thu 11:25–12:55 D215

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 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50

fields of study / plans the course is directly associated with

• Business Administration and Management (programme VŠTE, EM)

Course objectives supported by learning outcomes

Cílem předmětu je podat základní poznatky o problematice marketingového výzkumu, objasnit příslušné postupy, metody a techniky a zejména se naučit statistiky zpracovávat, prezentovat a využívat závěrečnou zprávu o marketingovém výzkumu

Syllabus

• - 1. Plán seminářů a organizace práce na seminářích, podmínky na udělení zápočtu. Rozdělení studentů do skupin, příprava dotazníků a zadání semestrální práce - 2. Úvod do MAV, základní pojmy, metody šetření - 3. Vztah marketingového výzkumu a marketingového řízení, určování optimálního rozsahu výběru - 4. Marketingový informační systém, sběr dat a jejich pořízení, škálování - 5 Definice výzkumného problému, určení hypotézy a stanovení cílů, statistické zpracování primárních dat - 6. Tvorba dotazníku, statistický popis rozdělení četností a odpovídající číselné charakteristiky - 7. Test č.1, zobecňování výběrových výsledků na základní soubor - 8. Další analýza dat, základní statistické testy - 9. Práce konkrétní marketingové agentury, popis závislostí a jejich zobecňování na základní soubor - 10 Zpracování závěrečné zprávy, použití vícerozměrných statistických metod - 11. Prezentace výsledku marketingového výzkumu, analýza preferencí a shluková analýza - 12. Test č.2, konzultace k prezentacím - 13. Prezentace semestrálních prací

Literature

required literature
• Ezrová H.: Vybrané problémy z marketingového výzkumu, podpůrný učební text (v elektronické formě) k předmětu Marketingový výzkum
• PECÁKOVÁ, I. Statistika v terénních průzkumech. Praha : Prefossional Publishing, 2008. ISBN 978-80-

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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 each semester.

MAV Marketing Research

Extent and Intensity

0/2. 2 credit(s). Type of Completion: z (credit).

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/01: Thu 13:15–14:45 D216, J. Stuchlý
MAV/02: Thu 11:25–12:55 D315, J. Stuchlý

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 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50

fields of study / plans the course is directly associated with

• Business Administration and Management (programme VŠTE, EM)

Course objectives supported by learning outcomes

The aim of this subject is in understanding the of role marketing research and its methods, obtaining the education from areas inquiry how consumer's and industrial market, so experiential research and adoption skills necessary for practical methods and tools usage in practically marketing research.

Syllabus

• 1. Informative system and marketing research
• 2. Secondary and prime research, usage limitation
• 3. Quantitative research and its method - questioning (public inquiry,questionnaire), sighting, talk, panel, experiment, boom test
• 4. Application of mathematically - statistical methods (regression, correlation, selective recognition, punctual judgment, factor analysis etc.)
• 5. Specific application in marketing research
• 6. Agitprop research and metering the effectivity of propgation
• 7. Price research
• 8. Research and market research for new produce
• 9. Research and analysis of sales ways
• 10. Segmentation research 11. Selection marketing agency
• 12. Marketing research in services
• 13. Cyclical fluctuation inquiries - ethics and codex marketing inquiry
• 14. Marketing inquiries through Internet cafe

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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 each semester.

MAV Marketing Research

Extent and Intensity

0/0. 2 credit(s). Type of Completion: z (credit).

Teacher(s)

doc. Ing. Ladislav Skořepa, Ph.D.

Guaranteed by

Institute of Technology and Business in České Budějovice

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives supported by learning outcomes (in Czech)

Podmínky o Projekt na zadané/zvolené téma o Prezentace o Písemný test s možností ústní obhajoby Stručná anotace předmětu Cílem předmětu je pochopení role marketingového výzkumu a jeho metod, získání vědomostí z oblasti průzkumu jak spotřebitelského a průmyslového trhu, tak i empirického výzkumu a osvojení dovedností nezbytných k praktickému využití metod a nástrojů marketingového výzkumu v praxi. Tematické okruhy o Informační soustava a marketingový výzkum o Sekundární a primární výzkum, omezení jejich využití o Kvantitativní výzkum a jeho metody - dotazování (anketa, dotazník), pozorování, rozhovor, panel, experiment, konjunkturní test o Aplikace matematicko - statistických metod (regrese, korelace, výběrové zjišťování, bodový odhad, faktorová analýza aj.) o Specifické aplikace marketingového výzkumu o Propagační výzkum a měření účinnosti propagace o Cenový výzkum o Výzkum a průzkum trhu pro nové výrobky o Výzkum a analýza odbytových cest o Segmentační výzkum o Výběr marketingové agentury o Marketingový výzkum ve službách o Konjunkturální průzkumy - etika a kodex marketingového průzkumu o Marketingové průzkumy prostřednictvím internetu

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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 each semester.
The course is taught: every week.

MAV Marketing Research

Extent and Intensity

0/0. 2 credit(s). Type of Completion: z (credit).

Teacher(s)

doc. Ing. Ladislav Skořepa, Ph.D. (lecturer)
prof. Ing. Marek Vochozka, MBA, Ph.D., dr. h.c. (lecturer)

Guaranteed by

Institute of Technology and Business in České Budějovice

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives supported by learning outcomes (in Czech)

Podmínky o Projekt na zadané/zvolené téma o Prezentace o Písemný test s možností ústní obhajoby Stručná anotace předmětu Cílem předmětu je pochopení role marketingového výzkumu a jeho metod, získání vědomostí z oblasti průzkumu jak spotřebitelského a průmyslového trhu, tak i empirického výzkumu a osvojení dovedností nezbytných k praktickému využití metod a nástrojů marketingového výzkumu v praxi. Tematické okruhy o Informační soustava a marketingový výzkum o Sekundární a primární výzkum, omezení jejich využití o Kvantitativní výzkum a jeho metody - dotazování (anketa, dotazník), pozorování, rozhovor, panel, experiment, konjunkturní test o Aplikace matematicko - statistických metod (regrese, korelace, výběrové zjišťování, bodový odhad, faktorová analýza aj.) o Specifické aplikace marketingového výzkumu o Propagační výzkum a měření účinnosti propagace o Cenový výzkum o Výzkum a průzkum trhu pro nové výrobky o Výzkum a analýza odbytových cest o Segmentační výzkum o Výběr marketingové agentury o Marketingový výzkum ve službách o Konjunkturální průzkumy - etika a kodex marketingového průzkumu o Marketingové průzkumy prostřednictvím internetu

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for the Mid-term Test	3	3
Preparation for Seminars, Exercises, Tutorial	6	34
Preparation for the Final Test	3	3
preparation and presentation of the essay	2	2
collection of data for questionnaires and its transcription to Excel	5
Processing the data to the seminar work	7
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13	10
Total:	52	52

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 each semester.
The course is taught: every week.

• Enrolment Statistics (recent)