Course syllabus E15-0101-B - Market Research (FEM - WS 2019/2020)

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The units forming the course syllabus:
1.Definition and fundamentals of market research. (allowance 1/2)
a.Lecture: Market research - the need for market research - the role of market research within marketing management - functions of market research - marketing research and market research.
b.Seminar: Organizational issues - giving assignments for final projects - classification of market research.

2.Marketing research process. (allowance 1/2)
a.Lecture: Research process and identification of research questions - stages of the marketing research process - preparatory stage - implementation stage.
b.Seminar: Practical examples of the correct marketing and research problem definition.

3.Marketng information system. (allowance 1/2)
a.Lecture: Information base for marketing decision - marketing information system (MIS) - the role of MIS - the requirements for well functioning MIS - information flows - internal information system - marketing intelligence system - marketing research system - marketing decision support system.
b.Seminar: Competitive intelligence as a part of MIS - sources of competitive intelligence - case study.

4.Secondary data. (allowance 1/2)
a.Lecture: Importance of information in marketing - types of information (in terms of dependency, time, measurement, extent of publication, sources) - primary and secondary information - advantages and disadvantages of secondary information - search methodology of secondary data - internal and external sources of secondary data.
b.Seminar: Statistical reports, media, syndicated sources, databases and internet as sources of external secondary information - practical examples.

5.Qualitative research. (allowance 1/2)
a.Lecture: Qualitative research - focus group - in-depth interview -- projective techniques.
b.Seminar: Other methods of marketing research - panel - omnibus.

6.Quantitative research. (allowance 1/2)
a.Lecture: Quantitative research - interview - conducting interview - structured interview - questionnaire - the questionnaire design - wording of questions - observation - experiment.
b.Seminar: Designing of questionnaire - field exercise.

7.Sampling. (allowance 1/2)
a.Lecture: Sampling - sampling process - defining the population - samples - sample design - types of samples - determination of sample size.
b.Seminar: General concepts of measurement and scaling - the process of constructing a scale - practical demonstrations of scales.

8.Data preparation and analysis. (allowance 1/2)
a.Lecture: Data preparation and preliminary data analysis - data editing - data coding - statistical methods in data analysis - hypothesis testing.
b.Seminar: Questionnaire coding - data analysis - practical examples.

9.Presentation of findings. (allowance 1/2)
a.Lecture: Preparation and presentation of the final report from market research - the criteria for a good final report - parts of the final report - report format - oral presentation of final report.
b.Seminar: Using the results of market research in the development of marketing strategy and marketing plan - case study.

10.Market research industry. (allowance 1/2)
a.Lecture: Market research industry - market research associations (SAVA, SIMAR, EFAMRO, ESOMAR) - organization of market research - selection of research agency.
b.Seminar: Preparing a brief for research agency -- written test.

11.New trends in market research. (allowance 1/2)
a.Lecture: New trends in market research - market research in the online environment - neuroresearch.
b.Seminar: Typical research studies - product research - pricing research - advertising research - sales research - customer research - business cycle research - internet research - case studies.

12.Market research management. (allowance 1/2)
a.Lecture: Market research management - quality standards - control and data security - the rules of research for children and adolescents.
b.Seminar: Presenting the final projects.

13.Ethics and legal framework in marketing research. (allowance 1/2)
a.Lecture: Ethical aspects of marketing research - marketing research codes of ethics - ESOMAR code - the legal framework of marketing research - Act No.122/2013 Coll. on protection of personal data.
b.Seminar: Presenting the final projects - credit.

Last modification made by Iveta Kunová on 10/22/2018.

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