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Lecturer(s)
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Manda Drahomír, doc. Ing. Ph.D.
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Course content
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Marketing research as a part of marketing, MIS Stages of marketing research process, Defining research problem, aims, research questions and hypotheses Secondary data and packaged information, scientific databases Research designs: quantitative, qualitative, mixed methods research design Data collection methods - interview, observation and experiment Designing questionnaires, pretesting Qualitative methods, interviews and Focus Groups Experiment and quasi experiment in marketing research Collecting and analyzing data, validity and reliability in research Creating effective research reports
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Learning activities and teaching methods
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Students' portfolio, Lecture, Practicum
- Presentation preparation (report in a foreign language) (10-15)
- 15 hours per semester
- Practical training (number of hours)
- 36 hours per semester
- Contact hours
- 39 hours per semester
- Individual project (40)
- 40 hours per semester
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| prerequisite |
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| Knowledge |
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| to use basic konowledge of marketing management |
| Skills |
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| to apply basic ICT skills |
| to prepare presentation in PowerPoint |
| Competences |
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| N/A |
| learning outcomes |
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| Knowledge |
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| to take advantage of basic information about marketing research into practice |
| to apply principles of marketing research |
| to understand research design |
| to consider up-to-date marketing research trends |
| Skills |
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| to create a plan of marketing research project |
| to apply analysis of research outputs |
| Competences |
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| to be knowledgeable in marketing research trends |
| teaching methods |
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| Knowledge |
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| Self-study of literature |
| Individual study |
| Skills |
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| Skills demonstration |
| Students' portfolio |
| Group discussion |
| Discussion |
| Competences |
|---|
| Practicum |
| Discussion |
| Group discussion |
| Task-based study method |
| Individual study |
| assessment methods |
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| Knowledge |
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| Skills demonstration during practicum |
| Individual presentation at a seminar |
| Seminar work |
| Skills |
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| Skills demonstration during practicum |
| Continuous assessment |
| Competences |
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| Skills demonstration during practicum |
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Recommended literature
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Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
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Hyman, Michael R.; Sierra, Jeremy J. Marketing research kit for dummies. 2010. ISBN 978-0-470-52068-0.
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