Study programmes / C-RD Regional Development / Marketing Research
Course code:MV
Course title in language of instruction:Marketingový výzkum
Course title in Czech:Marketingový výzkum
Course title in English:Marketing Research
Mode of completion and number of credits:Exam (4 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1; part-time, 14/0
(full-time, hours of lectures per week / hours of seminars per week; part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:master
Semester:SS 2018/2019 - FRDIS
Name of lecturer:prof. PhDr. Miroslav Foret, CSc. (examiner, instructor, lecturer)
doc. Ing. Pavel Máchal, CSc., prof.h.c. (supervisor)
Prerequisites:not Marketing Research in EN
Aims of the course:To give a comprehensive overview of the marketing research, its different kinds and types (marketing research, sociological research and public opinion research). To develop a unified, primary knowledge required for university studies. During the course of the semester students will familiarize themselves with complex empirical research tools, especially with collecting and statistical processing empirical data, their practical application and limitations in business administration.
Course contents:
1.Marketing research -- its history, importance and types (allowance 2/1)
a.The essence and definition of marketing research
b.Historical roots of marketing research
c.Some basic kinds and types

2.Marketing research as a process (allowance 2/1)
a.Definition of a marketing problem and research objectives
b.Orientation analysis of situation
c.Specific features of empirical data
Plan of empirical research
Project of empirical research

3.Subject of marketing research (allowance 2/1)
a.Definition and operationalisation
b.Final version

4.Marketing research techniques (allowance 4/2)
Written inquiry
Personal interview

5.Object of marketing research -- sample specification and selection of units (allowance 2/1)
a.Probability (random) sampling
b.Quota sampling
c.Size of a sampling unit

6.Statistical processing of primary data (allowance 6/3)
c.Contingency table

7.Final results interpretation (allowance 2/1)
a.Final report

8.Practical recommendation (allowance 2/1)
9.Marketing research as a communication with customers and publics (allowance 2/1)

Learning outcomes and competences:
Generic competences:
-ability to analyse and synthesize
-ability to apply knowledge
-ability to solve problems
-skilled at utilizing and processing information

Specific competences:
-Ability to carry out research using adequate methodology
-Ability to carry out statistical processing of sociological data
-Skills to prepare marketing research.

Type of course unit:required
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:Ongoing evaluation of the lectures and seminars (tutorials) is based on scoring system. Students have to achieve the specified limits of the minimum number of points (at least 50%), continuous work on a given project and the presentation of a chosen topic for obtain the assessment. The final exam composed of a written or even oral part. The written exam consists two open questions (1/3 points) and eight test, name of WH questions that are evaluated the remaining 2/3 points. The content of the final examination is not only themes presented in lectures, but also topics covered during the seminar. For successful completion of the course, a student have to obtain at least 50% points.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture24 h14 h
     practice12 h0 h
     field work24 h0 h
     preparation for exam15 h63 h
     preparation for regular assessment25 h0 h
     preparation of presentation12 h0 h
     writing of seminar paper0 h35 h
Total112 h112 h

Basic reading list
  • FORET, M. Marketingový průzkum - Poznáváme svoje zákazníky. 2nd ed. Brno: BizBooks, 2012. 116 p. 16316. ISBN 978-80-265-0038-4.
  • FORET, M. Marketingová komunikace. 3rd ed. Brno: Computer Press, 2011. 488 p. KE 0630. ISBN 978-80-251-3432-0.
  • FORET, M. -- MEGYESIOVÁ, S. Marketingový výzkum v regionálním rozvoji. Brno: Mendelova univerzita v Brně, 2013. 124 p. ISBN 978-80-7375-773-1.
  • FORET, M. Marketing pro začátečníky. 3rd ed. Brno: Computer Press, 2011. 186 p. Praxe manažera. ISBN 978-80-251-3763-5.
Recommended reading list
  • Marketing research: an applied orientation. 5th ed. Upper Saddle River, New Jersey: Pearson Prentice Hall, 783 p. ISBN 0-13-227917-7.
  • Marketing research: tools & techniques. Oxford: Oxford University Press, 531 p. ISBN 978-0-19-928196-1.
  • Marketing Research: Methodological Foundations. 7th ed. Fort Worth: The Dryden Press, 1999. 1017 p. ISBN 0-03-023816-1.