XAMR Marketing Research

Moravian Business College Olomouc
winter 2024

The course is not taught in winter 2024

Extent and Intensity
0/3/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Martina Sasínková, Ph.D. (seminar tutor)
Guaranteed by
Ing. Martina Sasínková, Ph.D.
Moravian Business College Olomouc
Supplier department: Moravian Business College Olomouc
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
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.
Syllabus
  • 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
Literature
    required literature
  • BURNS, A.C., A. VEECK and R.F. BUSH. Marketing Research. 8th ed. Harlow: Pearson, 2017, 496 pp. 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 pp. 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
    recommended literature
  • 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
Assessment methods
Course credit: seminar paper, written test. Examination: practical written examination.
Language of instruction
English
Further Comments
The course is taught annually.
The course is taught: every week.
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