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  • Marketing Research

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    • Aims of the module: To define marketing research, its objectives and role in corporate management, to present types and forms of marketing research, to explain a process of marketing research, to describe stages of marketing research process, its preparation and realization, sampling methods, methods of data collection, data analysis and the use of findings for solutions of marketing problems. The emphasis is put on preparation and conduction of marketing research in practise.

      Annotation: Success of a company depends on good knowledge of the business environment and good quality of information. All business activities have a high demand on information and often require marketing research. Marketing research plays an important role not only in analytical activities of marketing management process, but also in its planning and control. 

      The purpose of the study material is to provide basic knowledge about marketing research process. The presented e-learning material introduces marketing research, its terminology and methodology as a scientific discipline, defines its objectives and role in marketing management process and explains marketing research process from the practical point of view in terms of conducting marketing research in practice.  The study material should help students not only to get a basic knowledge of marketing research but also to understand marketing research as a process of obtaining data.

      Prerequisities: to complete the module, students have to have knowledge of Marketing and Statistics

      Requirements: Concept and the structure the study material reflects and assumes the knowledge of students gained by the previous study of other related subjects such as Marketing and Statistics. For this reason, some key words and basic terminology are not explained in the presented study material. If needed, students can get further knowledge by self-study from recommended literature.

  • Marketing Research - Seminars

  • Semestral project

  • Additional information, literature

  • 1 Marketing research, its role and importance in management

    • Icon Datei
      1 Marketing research, its role and importance for marketing management Datei
      Dokument PDF

    • Content:

      1.1 Definition of marketing research

      1.2 Role and importance of marketing  research for marketing management

      1.3 Main divisions of marketing research

    • Questions:

      1. Under what circumstances would prefer to conduct marketing research by yourself (your company) and by a professional research agency?
      2. How would you choose a marketing research agency? Which factors would you consider when choosing a marketing research agency?
    • Icon Glossar
      Glossary

    • Key words: Marketing research, market research, applied marketing research, need for marketing research

    • Icon Datei
      Presentation 1 Datei
      1.5 MB Dokument PDF

  • 2 Marketing information system

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      2 Marketing information system Datei
      Dokument PDF

    • Content:

      2.1 Structure of marketing information system

      2.2 Role of marketing information system in a company

    • Questions:

      1. What kind of information can you get from the marketing information system without conducting a marketing research\?
      2. What are the benefits of marketing information system?
    • Icon Glossar
      Glossary

    • Key words: Marketing information system, internal information system, marketing intelligence, supporting systems

    • Icon Datei
      2. Presentation - MIS Datei
      1.9 MB Dokument PDF

  • 3 Sources of marketing information

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      3 Sources of marketing information Datei
      Dokument PDF

    • Content:

      3.1 Secondary data and its sources

          3.1.1 Internal secondary data

          3.1.2 External secondary data

      3.2 Primary data and its sources 

    • Questions:

      1. Give an example of external secondary data resources?
      2. How do you perceive the use of secondary data in marketing research?
      3. What kind of information can you get from the statistical office?
    • Icon Glossar
      Glossary

    • Key words: Data sources, primary data, secondary data, internal and external data sources, operating data

  • 4 Types of marketing research

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      4 Types of marketing research Datei
      Dokument PDF

    • Content:

      4.1 Internal and external marketing research

      4.2 Secondary and primary marketing research

      4.3 Syndicated, omnibus and specialized marketing research

      4.4 Continuous and occasional marketing research

          4.4.1 Ad hoc marketing research

          4.4.2 Continuous (longitudinal, repeated) marketing research

      4.5 Quantitative and qualitative marketing research

          4.5.1 Quantitative research

          4.5.2 Qualitative research

      4.6 Exploratory, descriptive and explanatory research

    • Questions:

      1. Is it possible to combine quantitative and qualitative research? If so, give an example.
      2. Is it possible to combine primary and secondary research? If so, give an example.
    • Icon Glossar
      Glossary

    • Key words: Primary and secondary research, external and internal research, quantitative and qualitative research

    • Icon Datei
      Presentation - Types of marketing research Datei
      935.5 KB Dokument PDF

  • 5 Marketing research process

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      5 Marketing research process Datei
      Dokument PDF

    • Content:

      5.1 Marketing research planning and preparation

          5.1.1 Problem definition

          5.1.2 Research objectives

          5.1.3 Review of existing information

          5.1.4 Evaluation of marketing research cost efficiency

          5.1.5 Research design - conceptual framework and research methodology

          5.1.6 Research planning

      5.2 Stage of conducting marketing research

    • Question:

      1. What would you consider when designing a conceptual framework of a research?
    • Icon Glossar
      Glossary

    • Key words: Marketing research process, marketing research concept, research methodology, conceptual framework, research questions and objectives

    • Icon Datei
      Presentation - MR process Datei
      1.1 MB Dokument PDF

  • 6 Marketing research design

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      6 Marketing research design Datei
      Dokument PDF

    • Content:

      6.1 Conceptual framework of marketing research

      6.2 Methodological approach in marketing research design

      6.3 Research strategy

      6.4 Purpose of the research

    • Question:

      1. In what kind of marketing research would you prefer to state research objectives by hypotheses?
    • Icon Glossar
      Glossary

    • Key words: Research design, research process, conceptual framework, research objectives, problem definition

  • 7 Methods of data collection

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      7 Methods of data collection Datei
      Dokument PDF

    • Content:

      7.1 Collecting primary data by observation

          7.1.1 Types and techniques of observation

      7.2 Collecting primary data by interview

      7.3 Collecting primary data by questionnaire

           7.3.1 Techniques of administering questionnaire

    • Questions:

      1. Which primary data collection method would you use in marketing research focused on:

            a) Customer preferences for beer brands

            b) Structure of textile, clothing and shoe companies presenting at a trade fair\

            c) Efficiency of an advertising campaign?

      Defend your decisions.

        2. When would you use interview as a data collection method?

    • Icon Glossar
      Glossary

    • Key words: methods and techniques of data collection, interviewing, observation, experiment

    • Icon Datei
      Presentation - data collection Datei
      4.1 MB Dokument PDF

  • 8 Questionnaire design

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      8 Questionnaire Datei
      Dokument PDF

    • Content:

      8.1 Questionnaire design

          8.1.1 Purpose of the questionnaire and questionnaire administration

          8.1.2 Principles of wording of questions and measurement

          8.1.3 General appearance of the questionnaire and pilot testing

      8.2 Reliability and validity

           8.2.1 Reliabilty assessment

           8.2.2 Validity assessment

           8.2.3 Reliability and validity in term of methods of data collection

    • Question:

      1. Why is it necessary to collect classification data in marketing research?

    • Icon Glossar
      Glossary

    • Key words: Questionnaire, design, data, self-administered questionnaire, interviewer administered questionnaire, questions

    • Icon Datei
      Presentation 6 - Questionnaire design, questions Datei
      3.1 MB Dokument PDF
    • Icon Datei
      samples questionnaire Datei
      12.0 MB Prezentace Powerpoint

  • 9 Questions

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      Questions Datei
      Dokument PDF

    • Content:

      9.1 Types of questions

          9.1.1 Open-ended questions

          9.1.2 Closed questions

          9.1.3 Attitudinal scales

    • Question:

      1. What kind of questions would you use to get the following information:

             a) Evaluation of products of the same product category

             b) Customer preferences

             c) Importance of attributes

             d) Shopping frequency

    • Icon Glossar
      Glossary

    • Key words: Questions, filtered questions, open and closed questions, scales, semantic differential, Likert scale

  • 10 Sampling

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      Sampling Datei
      Dokument PDF
    • Icon Datei
      Presentation - Sampling Datei
      483.3 KB Dokument PDF

    • Content:

      10.1 Process of sampling

           10.1.1 Definition of the population and a  sampling frame

           10.1.2 Sampling methods selection

           10.1.3 Sampling plan

      10.2 Types of sampling

           10.2.1 Probability sampling

           10.2.2 Non-probability sampling

      10.3 Sample size

          10.3.1 Statistical methods used to state a sample size

          10.3.2 Non-statistical methods used to state a sample size

    • Questions:

      1. Compare probability and non-probability sampling methods. State their advantages and disadvantages.
      2. Why are non-probability sampling methods more often used in practise than probability methods? Give an example.
      3. A sample counting 5000 respondents does not necessarily be better than a sample of 500 respondents in terms of its representativeness. Explain why.
      4. What is the difference between a cluster and quota sampling?
    • Icon Glossar
      Glossary

    • Key words: Sampling, probability and non-probability sampling, random sampling, clustered and stratified sampling, quota sampling

  • 11 Methods of data analysis

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      Methods of data analysis Datei
      Dokument PDF

    • Content:

      11.1 Data processing

      11.2 Methods of data analysis

      11.3 Examples of methods used in data analysis

    • Questions:

      1. Why is it recommended to start data analysis by methods of descriptive analysis?
      2. What would you use regression and correlation analysis for?
    • Icon Glossar
      Glossary

    • Key words: Analysis, data, types of data, methods of data analysis, editing, coding, tabulation, descriptive, bivariate and multivariate analysis

    • Icon Datei
      Presentation - Data analysis and research report Datei
      758.9 KB Dokument PDF

  • 11 Marketing research report

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      11 Marketing research report Datei
      Dokument PDF

    • Content:

      11.1 Research report structure

    • Question:

      1. What is important to consider when presenting findings in a research report?
    • Icon Glossar
      Glossary

    • Key words: Report, research report structure, introduction, research objectives, methodology, appendices

  • 12 Statistics - DATA FILES

  • Practising - Mgr. Rozkovec

    • Icon Datei
      Descriptive Statistics Datei
      12.6 KB Formulář aplikace Excel 2007 Hochgeladen 4.03.2024 17:35

      In the attached file (XLS) you can find characteristics of variability of nominal and ordinal variables.

    • Icon Datei
      Descriptive Statistics - median, mode (27.3.2023) Datei
      9.6 KB Formulář aplikace Excel 2007 Hochgeladen 23.02.2024 10:44
    • Icon Datei
      Estimation Theory Datei
      10.0 KB Formulář aplikace Excel 2007 Hochgeladen 18.03.2024 17:36

      Point estimates and confidence intervals.

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      Test of two variances, Chi-Square Goodness-of-Fit Test Datei
      10.8 KB Formulář aplikace Excel 2007 Hochgeladen 29.04.2024 17:48

      There are two tests in the attached file:

      • comparison of two variances of normal distribution
      • chi-square goodness-of-fit-test.
    • Icon Datei
      Datafile 1 - Disease Datei
      73.5 KB Formulář aplikace Excel 2007
    • Icon Link/URL
      Business Statistics Using Excel Link/URL

      This is a link to the e-book from the university library.
      It is necessary to enable pop-up windows in your browser, if you want to read it.

      ISBN 9781032671703, vyd. Routledge, CRC Press.


  • CREDIT & EXAM

    The Credit

    Two small tests have been planned during the semester.
    The minimum for the credit is 60 % of the total of the points.

    Who does not pass this way, there is a second attempt - one big test after semester, again at least 60 % of points for the credit.