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Lecturer(s)
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Šebík Anton, PhDr. Mgr. Ph.D.
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Horský Ladislav, Ing. Mgr. MBA
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Course content
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1. Definition of marketing research; Mystery Shopping 2. Product research 3. Research of media behavior 4. Brand research 5. Advertising research (pre-tests) 6. Advertising research (post-test) 7. Continuous test 8. Research of shopping behavior 9. Consumer Research (U&A) 10. Price research 11. Research of satisfaction and loyalty 12. Packaging research
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Learning activities and teaching methods
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Instruction based on dialogue, Task-based study method, Individual study, Lecture, Practicum
- Preparation for comprehensive test (10-40)
- 38 hours per semester
- Contact hours
- 52 hours per semester
- Individual project (40)
- 40 hours per semester
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| prerequisite |
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| Knowledge |
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| - KSA/MTV1, or KSS/MV1, or KSS/ZESV, and KSA/MTV2, or KSS/MV2 - ability to read in English |
| learning outcomes |
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| Students are able to: - describe selected applied sociological methods which are used in marketing research and advertisement - identify advantages and disadvantages of selected methods - apply suitable methods for solving research problem - use selected methods in their own research - present research outputs which have been realised by selected methods |
| teaching methods |
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| Lecture |
| Practicum |
| Task-based study method |
| Individual study |
| Discussion |
| assessment methods |
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| Combined exam |
| Test |
| Project |
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Recommended literature
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Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
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Kozel, Roman. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha : Grada, 2006. ISBN 80-247-0966-X.
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Smith, Scott M.; Albaum, Gerald S. Fundamentals of marketing research. Thousand Oaks : SAGE Publications, 2005. ISBN 0-7619-8852-1.
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