B_BA_MVA_k Marketing Research

NEWTON University
winter 2026
Extent and Intensity
0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Martin Pekarovič (lecturer)
Guaranteed by
Ing. Petra Koudelková, Ph.D.
Centre for Marketing – Academic Department – NEWTON University
Prerequisites (in Czech)
(!B_BA_MVA_p Marketing Research) && (!B_BA_MVA_k Marketing Research) && (!B_BR_MVA_p Marketing Research) && (!B_BR_MVA_k Marketing Research) && (!B_PH_MVA_p Marketing Research) && (!B_PH_MVA_k Marketing Research)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course Marketing Research introduces students to the methods commonly used in marketing research and media analysis. Upon completing the course, students will be able to apply these methods in practice. The course is divided into two self-contained modules. The first covers the theory and methods of marketing research and analysis, while the second focuses on the application of marketing research to practical marketing tasks.
Syllabus
  1. Introduction to marketing research, overview of the field, current market conditions
  2. Marketing information systems, the significance and scope of marketing research, desk research and hard data
  3. Structure and classification of marketing research, setting objectives, the market research process, sample selection and sampling, questionnaire design and development
  4. Quantitative research methods – observation, experiments, surveys and the basics of data analysis
  5. Qualitative research methods – focus groups, individual interviews, supergroups, ethnography and projective techniques
  6. Panel-based measurement – media audience research
  7. Product research and new product development
  8. Measuring communication effectiveness, pre-testing and post-testing of advertising campaigns
  9. Brand research and brand image measurement
  10. Using research in segmentation, usage and attitudes (U&A) research, and lifestyle research
  11. Measuring customer and other stakeholder satisfaction – customer experience and user experience
  12. Mystery shopping
Literature
  • HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha: Portál, 2008. ISBN 978-80-7367-485-4.
  • TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. Praha: Grada Publishing, 2017. 264 s. ISBN 978-80-271-0206-8.
  • NOVÁK, Ilja; HERZMANN, Jan; PECÁKOVÁ, Iva. Pořizování a vyhodnocování dat ve výzkumech veřejného mínění. Praha: Oeconomica, 2004. ISBN 80-245-0753-6.
  • KOZEL, Roman. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing, 2011. 304 s. ISBN 978-80-247-3527-6.
Assessment methods

Full-time study 


The examination grade is based on the results of seminar tests and a final written test.


Combined-mode study 


Students enrolled in the combined mode of study complete eight hours of face-to-face teaching during scheduled teaching blocks held throughout the relevant semester of the academic year. Students may also attend individual or small-group consultations with the lecturer. Consultations are arranged primarily by email and may take place during the scheduled teaching blocks or at another time agreed between the student or students and the lecturer.


Students in the combined mode of study must prepare a case study relating to a selected subsystem of human resource management and submit it electronically to the lecturer. Submission is a prerequisite for obtaining course credit. Students subsequently defend the findings of their case study before the lecturer as part of the course examination. The second component of the examination is a final written test.

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/B_BA_MVA_k