N_VSVM Use of sociological research in marketing

University of Finance and Administration
Summer 2019
Extent and Intensity
1/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Jitka Cirklová, M.A., Ph.D. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Jitka Cirklová, M.A., Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
N_VSVM/cMMO: each even Tuesday 12:15–12:59 M17, each even Tuesday 13:00–13:45 M17, M. Tomčík
N_VSVM/cM1PH: each even Thursday 12:15–12:59 S16PC, each even Thursday 13:00–13:45 S16PC, except Thu 21. 2. ; and Thu 14. 3. 10:30–12:00 S32, J. Cirklová
N_VSVM/cM2PH: each odd Thursday 10:30–11:14 S16PC, each odd Thursday 11:15–12:00 S16PC, except Thu 14. 3. ; and Thu 14. 3. 10:30–12:00 S32, J. Cirklová
N_VSVM/pMMO: each even Wednesday 14:00–14:44 M27, each even Wednesday 14:45–15:30 M27, M. Tomčík
N_VSVM/pMPH: each even Thursday 10:30–11:14 S32, each even Thursday 11:15–12:00 S32, except Thu 21. 2. ; and Thu 7. 3. 8:45–10:15 S32, J. Cirklová
N_VSVM/vM2PH: Fri 29. 3. 14:00–15:30 S26, 15:45–17:15 S26, Sat 27. 4. 9:45–11:15 S26, 11:30–13:00 S26, J. Cirklová
N_VSVM/vM3PH: Fri 15. 3. 15:45–17:15 S23, 17:30–19:00 S23, Fri 12. 4. 17:30–19:00 S23, 19:15–20:45 S23, J. Cirklová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of this course the student will be able to understand the role and value of sociological research in marketing. The course will help students understand basic approaches to sociological research, the main methods and techniques of research used for marketing purposes. The knowledge and skills will help them prepare own project of research, appropriate instruments, proposal of data colletion, create data sets and help them understand of basic logic of data analysis nad interpretation of results. Methods of data analysis and interpretation of results will be more evolved in another subject Social Knowledge and Media Data Analysis
Learning outcomes
After passing the course students will be able to:
- apply methods of sociological research on marketing topics,
- identify a quality and relevance of a research done by someone else,
- prepare a research design individually or in a group,
- do/realize a research (data collection),
- analyse collected data and interpret them in the context of own research aim,
- write a research report.
Syllabus
  • 1. Why do we need sociology and sociological research in marketing? On what issues does sociology and sociological research respond? What are the risks of neglecting the research phase of marketing? 2. Research project, its basic phase: general scheme for the preparation of the research project (research project), research focus, research questions and research problems, hypotheses and their role. 3. Why do we need to work with basic sociological theories in marketing research? Working with literature: defining the topic of where and how to search for literature, preparation of a literature review, inventory of terms, formulation of questions with respect to existing knowledge. The so-called "Desk research" - where to search for data sources, role routine statistics, other research, archives of sociological research data. How to work with on-line information about the state of research on a given topic. A visit to the library. Working with databases Ebsco, PROQUEST. 4. From questions to hypotheses. types of hypotheses, rules of their formulation, preparation of hypotheses for own research. Logic of Empirical Research: Open vs. closed systems, types of relationships and possible distortion, experiment in sociology and marketing, possibilities and boundaries, types of experiments, possible distortions in experimental designs. 5. Basic phase of quantitative empirical research: population and sample decisions, pilot studies, decisions on data collection technique, construction of collection tools, pre-research, data collection, data analysis, interpretation and conclusions. Paul Lazarsfeld and his work. Inspiration of the Work of Professionals - Research Agencies, Sociological Institute of the Academy of Sciences. 6. The Art of Asking. Questionnaire and structure: questionnaire structure (questionnaire structure), question types, battery questions, how to ask for sensitive things, types of distortion due to inappropriately formulated questions. Practitioner practice in real research. Creating a questionnaire for a given issue, a research question, and hypotheses. Basic socio-demographic data, typical classifications (education, economic activity, employment, variables needed to create classifications, socio-economic stutus and prestige). 7. Analysis and interpretation of quantitative data. Coding, category. Types of encoding. Distribution, central tendencies, distractions. Statistical Generalization and Conjunction Measurement. 8. Qualitative research and its logic. Ethics of research. Advantages and risks. Types of conversations. 9.Kvatitative methodology. Focus groups, participating observations. Analysis of qualitative data. Mutual interconnection of qualitative and quantitative research paradigm. 10. Data Triangulation - A combination of data collection methodology. Comparative analysis. Anchored theory. Ecological validity of research. Coding in relation to Anchored Theory - Codes, Concepts, Categories. Case studies. 11. Institutional analysis. Theory of social role and social position. Statics and dynamics of organizations - how to measure it. AGIL and Talcott Parsons. Open and Closed / Total Institutions. Factors influencing the change and dynamics of institutions. Technical, economic, social subsystems of organizations. Public space research (shopping centers, public spaces, etc.). 12. Interpretative analysis. Encoding of cultures. Visual analysis. Cultural wheel / Culture wheel. How to Explore Subculturals. Methodology of research on global themes. Value studies and their place in marketing. Cultural creativity as an example of research.
Literature
    required literature
  • Zich, F., Roubal, O.: Úvod do sociologického výzkumu. 2. rozšířené vydání. Praha: VŠFS – EUPRESS, 2014. ISBN 978-80-7408-093-7.
  • Roubal, O., Petrová, I., Zich F.: Metodologie marketingových výzkumů. Praha: VŠFS – EUPRESS, 2014. ISBN 978-80-7408-092-0.
  • Punch, K.: Úspěšný návrh výzkumu. Praha: Portál: 2006. ISBN: 978/80/7367-468-7
  • Sedláková, R. Výzkum médií. Nejužíavanější metody a techniky. Praha: Grada, 2014. ISBN 978-80-247-3568-9.
  • Reichel, J., Kapitoly metodlologie sociálních výzkumů, Grada Publishing a.s., 2009, ISBN 8024730065, 9788024730066
  • Disman, M. Jak se vyrábí sociologická znalost. Praha: Karolinum, 2002. ISBN 80-246-0139-7.
  • Zich, F. Úvod do sociologického výzkumu. Praha: VŠFS – Eupress, 2008. ISBN 80-86754-19-7.
    recommended literature
  • Kozel, R., Mynářová, L., Svobodová, H. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. 304 s. ISBN 9788024735276
  • Foret, M. Marketingový průzkum: poznáváme svoje zákazníky. Vyd. 1. Brno: Computer Press, 2008. 121 s. ISBN 9788025121832.
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
The course is completed by a credit, which is a pre-requisite for the examination. To get the credit, student is required: 1.To attend seminars (min. 75 %) and present there at least two times the part of sociological project. 2.preparing of project of sociological research, including the theoretical, methodological and organisational parts a) To pass the examination student will be required to submit in a due time a course final paper on the selected topic (list of topics will be provided by the instructor at the end of the semester). The paper will answer the analytical questions. Students will choose analytical tools (statistical procedures) to answer the questions (the appropriateness of the chosen procedure will the main be part of the paper evaluation). The paper will consist of: 1. Theoretical background, hypothesis, objectives, sample, methods, techniques, questionnaire or suggestion of depth interview, data sets, harmonogram, timing.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
The course is also listed under the following terms Summer 2017, Summer 2018.
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