Marketing Research
- Credits: 8
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 2
- Faculty of Commerce
Teachers
Included in study programs
Teaching results
Knowledge
The graduate of the course will gain knowledge about the process of marketing research from setting the goal of research, through its implementation, qualitative and quantitative methods, to the interpretation of findings and results and their processing in the form of outputs from marketing research (final report, presentation).
Skills
The graduate knows how to compile a questionnaire correctly and how to use it as a tool for data collection in marketing research. The graduate will be able to decide on the choice of data collection method. The graduate will master the methods of data processing in marketing research. The result will be the final presentation of the project. The graduate is able to use R software in empirical economic research. They will be able to independently develop their knowledge in the field of statistical methods and to use of modern software, will understand empirical studies in the field of marketing and will be able to use them in new contexts.
Competences
The graduate will be able to formulate a research question and/or economic problem, and to propose a research design for its examination using empirical methods.
Indicative content
The concept and essence of marketing research, types of marketing research, decision-making on the validity of marketing research, research on B2C and B2B markets. Marketing research project. Sample survey. Questionnaire, types of scales, validity, reliability (Cronbach's alpha). Data processing and analysis. Selected methods of quantitative research (hypothesis testing and their interpretation – parametric and nonparametric tests, ANOVA test, Chi-square test). Qualitative research. Selected methods of qualitative research (grounded theory method, ethnographic research, in-depth and group interview). Secondary research, concept, essence. Selected methods of secondary research (regression and correlation analysis, introduction to time series; work with databases). Presentation of marketing research results. Practical implementation of a marketing research project.
Support literature
1. TAHAL, Radek. Marketingový výzkum : postupy, metódy, trendy. 2. vydání. Praha : Grada Publishing, 2022. 293 s. ISBN 978-80-271-3535-6.
2. ESTEBAN-BRAVO, Mercedes – VIDAL-SANZ, Jose. Marketing Research Methods. Quantitative and Qualitative Approaches. Cambridge : Cambridge University Press, 2021. 882 s. ISBN 978-11-088-3498-8.
3. MCDANIEL, Carl – GATES, Roger. Marketing research. Using Analytics to Develop Market Insights. Hoboken : John Wiley & Sons, 2021. 432 s. ISBN 978-11-197-1631-0.
4. NUNAN, Daniel – BURKS, F. David – MALHOTRA, K. Naresh. Marketing Research. Philadelphia : Trans-Atlantic Publications, 2020. 976 s. ISBN 978-12-923-0872-2.
5. RICHTEROVÁ, Kornélia a kol. Úvod do výskumu trhu. Bratislava : Sprint 2, 2013. 315 s. ISBN 978-80-89393-95-4.
Syllabus
1. Introduction to marketing research. Types of research. Content of a research project. Research planning. 2. Introduction to the R program. 3. Data collection and processing. Sampling methods. Basic statistical concepts and types of variables. 4. Questionnaire and its requisites, questionnaire creation, experiment and types of experiment. Validity and reliability. 5. Descriptive statistics. Measures of location, variability and shape. Visualization in program R. 6. Formulation and procedure of hypothesis testing (tests of mean, variance and proportion). Confidence intervals. 7. Data normality testing. Goodness-of-fit tests. Tests of extreme values. Selected nonparametric tests. 8. Introduction to regression analysis, ANOVA (one-factor, two-factor). 9. Examining the dependence between different types of variables. 10. Secondary research: work with publicly available databases. 11. Time series analysis (time series decomposition, autocorrelation, stationarity, spurious regression problem, Granger causality). 12. Qualitative methods. 13. Qualitative methods.
Requirements to complete the course
20% continuous semester assessment
20% semester work
60% written exam
Student workload
Workload: 208 hours
Attendance at lectures: 26 hours
Attendance at seminars: 26 hours
Preparation for seminars: 26 hours
Elaboration of a semester project: 26 hours
Preparation of literary research: 19 hours
Preparation for written verification of knowledge: 20 hours
Preparation for the exam: 65 hours
Language whose command is required to complete the course
English, Slovak
Date of approval: 23.02.2023
Date of the latest change: 28.02.2024