VSFS:N_VSVM Use of sociological research - Course Information

N_VSVM Use of sociological research in marketing

Extent and Intensity

1/1. 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

prof. PhDr. Petr Matějů, 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/cM1PH: each even Tuesday 10:30–11:14 S11, each even Tuesday 11:15–12:00 S11, J. Cirklová
N_VSVM/cM2PH: each odd Tuesday 10:30–11:14 S11, each odd Tuesday 11:15–12:00 S11, J. Cirklová
N_VSVM/pMPH: each even Tuesday 8:45–9:29 S23, each even Tuesday 9:30–10:15 S23, J. Cirklová
N_VSVM/uMPH: Tue 21. 3. 17:30–19:00 S11, 19:15–20:45 S11, Tue 4. 4. 17:30–19:00 S11, 19:15–20:45 S11, J. Cirklová
N_VSVM/vMMO: Sat 11. 2. 9:45–11:15 M17, 11:30–13:00 M17, Sat 8. 4. 11:30–13:00 M17, 14:00–15:30 M17, M. Tomčík
N_VSVM/vMPH: Sat 4. 3. 11:30–13:00 S32, 14:00–15:30 S32, Sat 18. 3. 9:45–11:15 S32, 11:30–13:00 S32, 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

Syllabus

• This plan is designed for students of full-time study. Content of lectures: 1. Sociological research and its role in marketing. To what questions the social research give the answers. Why is social research so inmportant for marketing? 2. The project of marketing research. The logic of sociological research, the design and phases of research project. Requirements of the design of research project. Theoretical background, choice of topics, research questions, Formulation of hypotheses. 3. The links between theory and research. Theoretical background and literature. Objectives of research. Research questions. 4. Desk research. Data archives and other sources of secondary data sets. Basic statistical online analyses. Data documentation. 5. Formulation of hypotheses. Types of hypotheses, causal hypotheses. 6. Typology of sociological research The basic (theoretical) and applied research. Differences between quantitative and qualitatve methodology. Experiment in social sciences. 7. The logic of quantitative research. Defining variables and Attributes. Techniques of data collection. Survey methods. 8. The logic of sampling Representativeness and probability os selection. Range of selection, sampling error. Types of sampling designs. Probability and nonprobability sampling. Simple random sampling, systematic sampling, stratified sampling, quota sampling. 9. Questionnaires. Conceptualization, operationalization and measurment. Guidelines for asking questions, construction of questionnaire. Types of interview. Comparasion between different survey methods. 10. Tha basic socio-demographic vaiables and their role in questionnaires. Classification. Education, age, gender, occupation – identification of respondents. 11. Quantitative data analysis. Quantification of data - code categories, codebook, data entry. Univariate analysis - distribution, central tendency, dispersion. Bivariate analysis - constructing and reading bivariate tables. 12. Logic of qualitative research. Research ethics. Strenghts and Weaknesses of qualitative research. Qualitative interviewing, focus group, qualitative observation. qualitative data analysis, qualitative data processing. The complementarity of quantitative and qualitative research paradigm.

Literature

required literature
• Disman, M. Jak se vyrábí sociologická znalost. Praha: Karolinum, 2002. ISBN 80-246-0139-7.
• Foret, M. Marketingový průzkum: poznáváme svoje zákazníky. Vyd. 1. Brno: Computer Press, 2008. 121 s. ISBN 9788025121832.
• Sedláková, R. Výzkum médií. Nejužíavanější metody a techniky. Praha: Grada, 2014. ISBN 978-80-247-3568-9.
• Zich, F. Úvod do sociologického výzkumu. Praha: VŠFS – Eupress, 2008. ISBN 80-86754-19-7.

recommended 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.
• Kozel, R., Mynářová, L., Svobodová, H. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. 304 s. ISBN 9788024735276
• Punch, K.: Úspěšný návrh výzkumu. Praha: Portál: 2006. ISBN: 978/80/7367-468-7

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.

• Enrolment Statistics (Summer 2017, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2017/N_VSVM