PEMBKMKV Marketing Research

School of Business Administration in Karvina
Summer 2020
Extent and Intensity
16/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (lecturer)
Guaranteed by
Ing. Michal Stoklasa, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K) && ( MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAG Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAG Marketing || PEMBKMAR Marketing || PEMBKMKT Marketing || PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT Marketing )
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 111 student(s).
Current registration and enrolment status: enrolled: 0/111, only registered: 0/111
fields of study / plans the course is directly associated with
Syllabus
  • 1. Characteristics of marketing research
  • 2. The process of marketing research
  • 3. Methods and techniques of marketing research
  • 4. Applied marketing research in the marketing mix
  • 5. Digital marketing research
  • 6. Use of mathematical-statistical methods in marketing research
Literature
    required literature
  • MALHOTRA, N K, D NUNAN and D F BIRKS. Marketing Research: an applied approach. New York: Pearson, 2017. ISBN 978-1-292-10312-9. info
  • KOZEL, R. Moderní marketingový výzkum. Praha: Grada Publishing, 2015. ISBN 80-247-0966-X. info
    recommended literature
  • BELK, R. W., KOZINETS, R. V. a E. FISCHER, 2013. Qualitative consumer & marketing research. London: SAGE. ISBN 9780857027665.
  • TAHAL, R. Marketingový výzkum. Praha: Grada Publishing, 2017. info
Teaching methods
Elaboration of a seminar work in the form of a marketing research project (40% of evaluation), a written credit test (60% of evaluation).
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 16 HOD/SEM.
The course is also listed under the following terms Summer 2022, Summer 2023, summer 2024.
  • Enrolment Statistics (Summer 2020, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2020/PEMBKMKV