Zápočet: aktivní účast na cvičeních, zpracování korespondenčních úkolů, závěrečné zápočtové písemné práce

Zkouška: písemná - část teoretická a část praktická

Zápočet: aktivita na cvičeních a průběžné úkoly (30%), Case Study – Marketingový výzkum (70%)

Zkouška: Teoretické zvládnutí probíraných témat (v rozsahu přednášek, cvičení a povinné literatury) včetně praktické aplikace na konkrétních příkladech bude prověřeno písemnou zkouškou.

Povinná:

• McQUARRIE E. F.. The Market Research Toolbox.. : SAGE Publications , 2015, s. ISBN 978-1452291581..
• MALHOTRA, N. K.. Basic Marketing Research, 8th Edition. : Prentice Hall International , 2014, s. ISBN 978-1337100298.

Doporučená:

• R: HAIR, J., WOLFINBARGER, M., ORITNAU. D., BUSH, R.. Essentials of Marketing Research. 4th Edition. : McGraw-Hill Education , 2013, s. ISBN 978-0078112119.

R: McQUARRIE E. F. The Market Research Toolbox. SAGE Publications Inc, 2015. ISBN: 978-1452291581.

R: MALHOTRA, N. K., Basic Marketing Research, 8th Edition, Prentice Hall International, 2014. ISBN: 978-1337100298.

R: HAIR, J., WOLFINBARGER, M., ORITNAU. D., BUSH, R. Essentials of Marketing Research. 4th Edition, McGraw-Hill Education, 2013. ISBN: 978-0078112119.

Přednášky se zapojením studentů do diskuze, participativní práce studentů při řešení vlastních návrhů, podpora samostatné práce a aktivní diskuze při průběžné práci na cvičeních.

Lectures involving students in discussions, participatory work of students in solving their own proposals, support for independent work and active discussion during ongoing exercises.

Zápočet: aktivní účast na cvičeních, zpracování korespondenčních úkolů, závěrečné zápočtové písemné práce

Zkouška: písemná - část teoretická a část praktická

1. Subject and definitions of marketing research - basis, characteristics, importance, trends, areas of use.

2. Marketing Information Management - Marketing Information System of a company

3. The process of marketing research - research and objective reality, defining the purpose of the research, orientation analysis, research project plan, choice of research topic and work with information sources. Hypotheses. Pre-research, probing, piloting.

4. Fundamentals of quantitative research - theoretical background, concepts and methods of quantitative research (observation, panel, interviewing networks), quantitative data collection techniques (PAPI, CAPI, CATI, CAWI, Focus Group, Neuro).

5. Fundamentals of qualitative research - theoretical starting point and possibility of utilization, difference from quantitative research (purpose, methodology and range of sampling), qualitative research methods (observation, discussion groups, individual interviews, projective techniques).

6. Defining and verifying research questions and hypotheses, sample selection - marketing research hypothesis, sources for hypothesis formulation, hypothesis breakdown (descriptive vs. explanatory, working vs. final). Sampling plan.

7. Statistical processing of information obtained by marketing research - errors in the application of survey methods, data control, basic statistical analysis of data. Errors applied to methods of investigation - errors in data collection.

8. Evaluation of the questionnaire - evaluation of the questionnaire in terms of validity and reliability, scaling of the questionnaire items - scalar properties, determination of factors influencing validity, evaluation of interfacial reliability using the Crombach alpha marker, determination of the significance of the Crombach alpha indicator.

9. Principles of writing a research report and organization of marketing research in the company. Presentation of results.

10. Market research - research of the overall market situation (Lifestyle, market development) and research of market participants (competition analysis, customer perception, needs and customer satisfaction).

11. Marketing mix research. Product, product research and product testing methods. Price research (customer perception, price competition). Distribution research.

12. Media analysis, advertising monitoring, thematic and content analysis of media. Marketing and socio-demographic research and their importance for media selection. (TV Research - Media Project, Radio Project).

13. Public Opinion Research. Role, meaning and function of public opinion in modern society, processes of formation and functioning of public opinion. Electoral research.

14. Modern trends in market research - neuromarketing research. Neuromarketing tools and techniques, data collection methods, Eye-Tracking, ad-marketing, product marketing, and online marketing opportunities.

Upon completion of the course, the student will be able to:

Understand the principles, purpose, and scope of marketing research and its role in business decision-making.

Design and manage the marketing information system of a company.

Plan and conduct marketing research, including defining research objectives, formulating hypotheses, selecting samples, and designing research projects.

Apply both quantitative and qualitative research methods, including surveys, interviews, focus groups, observations, and neuromarketing techniques.

Process and analyze collected data using statistical methods, ensuring reliability and validity of results.

Evaluate and interpret questionnaires, scales, and measurement tools in marketing research.

Prepare, structure, and present research reports effectively to support managerial decisions.

Conduct research on markets, competitors, customers, and marketing mix elements (product, price, distribution, promotion).

Apply media analysis and public opinion research techniques to understand audiences and societal trends.

Assess modern trends in marketing research, including digital methods, online research, and neuromarketing applications.