DDMZ301 Rudiments of Marketing Research

Theatre Faculty
Winter 2026
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
doc. MgA. Hana Průchová, Ph.D.
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Prerequisites
Successful completion of Marketing I. and II.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
OBJECTIVE
The objective of the course is to familiarize students with the basics of marketing research and the terminology used. To prepare, implement, and evaluate marketing research using knowledge from courses focused on project management and marketing. To explain the basic methods and techniques of marketing research and its position within the marketing information system. To introduce students to the issues of marketing research abroad and discuss with them the ethical issues of marketing research. All this in the context of theater marketing, or rather cultural and creative industries.
Learning outcomes
KNOWLEDGE
Students will be able to:
- explain what a marketing information system is,
- list and describe the elements of a marketing information system,
- describe the individual phases of preparation, implementation, and evaluation of a marketing research project,
- define the differences between quantitative and qualitative research,
- list and describe quantitative research methods,
- list and describe qualitative research methods,
- list and describe basic market research methods,
- describe the specifics of marketing research conducted abroad,
- describe the specifics of marketing research in cultural institutions.

SKILLS
Students are able to:
- evaluate the strengths and weaknesses of a model questionnaire survey based on the analysis performed,
- prepare a research plan for a model marketing survey, from the formulation of the starting points, purpose, and objectives of the research, through the design of appropriate methods for conducting and evaluating the research, to the design of a functional action plan for the survey.

COMPETENCIES
The student is able to:
- independently search for relevant materials and information needed to complete assigned tasks,
- critically and independently study key and supplementary materials and sources assigned by the teacher,
- complete assigned tasks with regard to set deadlines and in the appropriate quality,
- choose, discuss, and defend their own solution methods,
- be aware of the ethical boundaries of different types of solutions in the field of marketing research.
Syllabus
- Introduction to marketing research
- Marketing research planning
- Quantitative research
- Qualitative research
- Online marketing research methods
- Data mining and working with data in the context of digitization, including the use of AI
- Marketing research abroad
- Ethics of marketing research
Literature
    required literature
  • Culture Segments - https://www.mhminsight.com
  • Audience Spectrum by Audience Agency - https://www.theaudienceagency.org/audience-spectrum
  • Janská, Hana, Lucie Klicperová, Martin Dolský - Jakou roli může hrát kultura ve veřejném prostoru. Praha: Kreativní Praha, 2023.
  • HILL, Elizabeth. Creative arts marketing. Third edition. London: Routledge, Taylor & Francis Group, 2018. ISBN 978-1-138-21376-0. info
    recommended literature
  • Hendl, J.: Kvalitativní výzkum: základní teorie, metody a aplikace. Portál, 2008. ISBN 978-80-7367-485-4. info
  • Hendl, J.: Přehled statistických metod zpracování dat: analýza a metaanalýza dat. Portál, 2004. ISBN 80-7178-820-1. info
  • Punch, K.: Základy kvantitativního šetření. Portál, 2008. ISBN 978-80-7367-381-9. info
  • BELL, Emma, Bill HARLEY a Alan BRYMAN. Business Research Methods. 6th edition. Oxford University Press, 2022. ISBN 9780198869443.
Teaching methods
FORMS OF TEACHING
Lecture/seminar
Number of contact hours per week: 2
Number of hours of independent study per week: 3

TEACHING METHODS
Students reflect on the knowledge gained through lectures and independent study and verify it in practice by completing assigned seminar tasks. The results of these exercises are continuously presented and reflected upon by both the teacher and other students.

The teacher uses the following teaching methods:
- Lecture
- Working with text
- Discussion methods
- Heuristic methods
- Skill-building methods
- Independent student work
- Critical thinking
- Blended learning methods
Assessment methods
The course ends with an exam. To successfully complete the course, students must attend at least 80% of the seminar classes, complete the assigned seminar tasks during the semester, and pass the final oral exam.

Percentage weighting of assessment:
- completion of seminar assignments: 40% of the assessment, including verbal feedback from the teacher (used to verify the student's skills and abilities),
- oral exam: 60% of the assessment (used to verify the student's knowledge).
Language of instruction
Czech
Further Comments
The course is taught every week.
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024, Winter 2025.
  • Enrolment Statistics (Winter 2026, recent)
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