Course: Market Research

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Course title Market Research
Course code KMO/9VT
Organizational form of instruction Lecture + Seminar
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 6
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Eger Ludvík, Doc. PaedDr. CSc.
Course content
- Science, research, methodology of research, ethics of research. - Strategy of research, research designs. - Plan of research, research topic, research questions. - Quantitative research, its specifics, methods applied for market research. - Qualitative research, its specifics, methods applied for market research. - Mixed methods research, application for market research. - Research report and its presentation to the research. - Questionning - questionnaire, applications for business research. - Questionning - interview, applications for business research. - Observation research methods, applications for business research. - Application of available secondary sources, namely in the Czech Republic and the European Union. - Marketing research, resources for marketing information system. - Analyses of research samples in the specialization focused on business and management (research of market environment, brand research, product research, communication research, price research, customer behaviour research).

Learning activities and teaching methods
Lecture supplemented with a discussion, Lecture with practical applications, Students' portfolio, Seminar classes, Individual study, Self-study of literature, Lecture
  • Presentation preparation (report) (1-10) - 10 hours per semester
  • Preparation for an examination (30-60) - 60 hours per semester
  • Contact hours - 10 hours per semester
  • Individual project (40) - 40 hours per semester
  • Preparation for comprehensive test (10-40) - 36 hours per semester
professional knowledge
to have the corresponding overview of economic disciplines
to use basic information resources
to apply basic knowledge from statistic
to conduct study (bachelor thesis)
professional skills
to work with basic office software
to search and to analyze relevant information resources
general eligibility
to use deduction and induction and analysis and synthesis as basic methods in discussing the phenomena of economic and social practice
learning outcomes
professional knowledge
to analyse and use relevant information sources
to draw up a proposal for research including its design
to implement research with focus on economic practice
to create a research report and prepare its presentation
to formulate recommendations for the management of a company
professional skills
to create design of planed research
to decide about research sample and to choose research methods
to analyze and to present results of research study
general eligibility
to discuss the need for research
teaching methods
professional knowledge
Lecture supplemented with a discussion
Self-study of literature
Individual study
Students' portfolio
Lecture with practical applications
Seminar classes
assessment methods
Combined exam
Seminar work
Recommended literature
  • CRESWELL, J.W. Research design. London, 2005. ISBN 978-1-4129-6556-9.
  • Eger, Ludvík; Egerová, Dana. Základy metodologie výzkumu : pro studenty ekonomických oborů. 1. vyd. V Plzni : Západočeská univerzita, 2014. ISBN 978-80-261-0418-6.
  • FORET, M. STÁVKOVÁ, J. Marketingový výzkum. Praha, 2003. ISBN 80-247-0385-8.
  • HAGUE, P. Průzkum trhu. Brno, 2005. ISBN 80-7026-917-8.
  • HENDL, J. Kvalitativní výzkum. Praha, 2005. ISBN 80-7367-040-2.
  • HENDL, J. Přehled statistických metod. Praha, 2009. ISBN 978-80-7367-482-3.
  • Hendl, Jan; Remr, Jiří. Metody výzkumu a evaluace. Vydání první. 2017. ISBN 978-80-262-1192-1.
  • KOTLER, P., KELLER, K.L. Marketing management. Praha, 2007. ISBN 978-80-247-1359-5.
  • KOZEL, R. Moderní marketingový výzkum.. Praha, 2006. ISBN 80-247-0966-X.
  • PŘIBOVÁ, M. Marketingový výzkum trhu v praxi.. Praha, 1996. ISBN 80-7169-299-9.
  • PUNCH, K.F. Úspěšný návrh výzkumu. Praha, 2008.
  • PUNCH, K.F. Základy kvantitativního šetření. Praha, 2008. ISBN 978-80-7367-381-9.
  • SAUNDERS, M., LEWIS, P., THORNHIILL, A. Research methods for business students. . Harlow:, 2009. ISBN 978-0-273-71686-0.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester