XAMR Marketing Research

Moravská vysoká škola Olomouc
zima 2024

Předmět se v období zima 2024 nevypisuje.

Rozsah
0/3/0. 4 kr. Ukončení: z.
Vyučující
Ing. Martina Sasínková, Ph.D. (cvičící)
Garance
Ing. Martina Sasínková, Ph.D.
Moravská vysoká škola Olomouc
Dodavatelské pracoviště: Moravská vysoká škola Olomouc
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The aim of the course is to teach students the steps they need to take when processing the projects of marketing research. Students will understand that marketing research is an integral part of marketing. Furthermore, students will discover that information used by company management is provided by means of the processes of marketing research since the information for company decision-making processes must be relevant, accurate, real, valid, and up-to-date. Students will learn that marketing research help companies to maintain their competitiveness.
Osnova
  • 1. Role of marketing research in company competitiveness
  • 2. Information system and knowledge management
  • 3. Marketing research process
  • 4. Human side of marketing research: organizational and ethical issues
  • 5. Definition of a problem and research process
  • 6. Explorative research and qualitative analysis
  • 7. Secondary and primary data: basic methods of communicating with the respondent
  • 8. Observation and experiment
  • 9. Measurement and design of a questionnaire
  • 10. Field work, design and processes of sampling
  • 11. Editing, coding, data analysis
  • 12. Communication process concerning research results: research report, oral presentation and following processes
Literatura
    povinná literatura
  • BURNS, A.C., A. VEECK a R.F. BUSH. Marketing Research. 8th ed. Harlow: Pearson, 2017, 496 s. ISBN 978-1-292-15326-1. info
  • CHARAN, A. Marketing Analytics: A Practitioner's Guide to Marketing Analytics and Research Methods. 1st ed. Singapore: World Scientific, 2015, 720 s. ISBN 978-981-4641-36-4. info
  • MALHOTRA, N.K. Essentials of Marketing Research: A Hands-On Orientation. 1st ed. Boston: Pearson, 2014. ISBN 978-0-13-706673-5. info
    doporučená literatura
  • MCNEIL, R. Business to Business Market Research: Understanding and Measuring Business Markets. London: Kogan Page, 2005. Market research in practice series. ISBN 0-7494-4364-2. info
Metody hodnocení
Course credit: seminar paper, written test. Examination: practical written examination.
Vyučovací jazyk
Angličtina
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