Subjects

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Marketing Research - N437013

Title:	Marketingový výzkum
Guaranteed by:	Department of Economics and Management (837)
Faculty:	Central University Departments of UCT Prague
Actual:	from 2019
Semester:	summer
Points:	summer s.:4
E-Credits:	summer s.:4
Examination process:	summer s.:
Hours per week, examination:	summer s.:1/2, C+Ex [HT]
Capacity:	unknown / unknown (unknown)
Min. number of students:	unlimited
Language:	Czech
Teaching methods:	full-time
Teaching methods:	full-time
Level:
For type:
Additional information:	http://kem.vscht.cz/predmety/marketingovyvyzkum

Guarantor:	Grosová Stanislava doc. Ing. CSc.

Examination dates Schedule

Annotation -

The aim of the course is to acquaint students with the systematic acquisition and processing of information needed for the implementation of marketing activities in the company. The course structure follows the marketing research as a process and the core of the teaching procedures consist in the methods of qualitative and quantitative research.

Last update: TAJ437 (16.12.2013)

Aim of the course -

Students will be able to:

Analyze marketing problem and design marketing research project

Design and implement several methods of collecting of information

Processing the obtained information using the appropriate software

Present conclusions of the research

Last update: TAJ437 (03.09.2013)

Literature -

R:Hague P.,Průzkum trhu,Computer Press,Brno 2003,8072269178

R:Aaker D.A., Kumar V., Day G.S.,Marketing Research,8th Ed.Wiley,047123057X

A:Kozel R.,Moderní marketingový výzkum,Grada Publishing, Praha 2006,802470966X

Last update: TAJ437 (24.09.2013)

Learning resources -

http://uem.vscht.cz/strat-marketing

Last update: TAJ437 (02.09.2013)

Syllabus -

1.Marketing research and its role in decision making.

2. The process and steps of marketing research.

3. Marketing research project.

4. Data Sources. Secondary sources of data for marketing decisions.

5. Standardized data sources.

6. Methods of collecting of primary data.

7. Qualitative methods -Focus groups

8. Quantitative methods - questionnaires creating.

9. The sample size, selection of respondents.

10. Data collection, data processing. Data Analysis.

11. Factor and cluster analysis.

12. Conjoint analysis.

13. Final Report.

14. Presentation of results.

Last update: TAJ437 (03.09.2013)

Registration requirements -

Basic marketing, Economic Statistics

Last update: TAJ437 (24.09.2013)

Teaching methods
	Activity	Credits	Hours
	Konzultace s vyučujícími	0.5	14
	Obhajoba individuálního projektu	0.1	3
	Účast na přednáškách	0.5	14
	Příprava na přednášky, semináře, laboratoře, exkurzi nebo praxi	0.5	14
	Práce na individuálním projektu	0.9	25
	Příprava na zkoušku a její absolvování	0.5	14
	Účast na seminářích	1	28
		4 / 4	112 / 112

Coursework assessment
Form	Significance
Regular attendance	10
Defense of an individual project	50
Examination test	40