N_VSVM Use of sociological research in marketing

University of Finance and Administration
Summer 2018
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. Zdeněk Sloboda
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 odd Monday 8:45–9:29 M17, each odd Monday 9:30–10:15 M17, M. Tomčík
N_VSVM/cM1PH: each even Monday 12:15–12:59 S35, each even Monday 13:00–13:45 S35, except Mon 19. 2. ; and Mon 19. 2. 12:15–13:45 S16PC, J. Cirklová
N_VSVM/cM2PH: each even Monday 10:30–11:14 S35, each even Monday 11:15–12:00 S35, except Mon 19. 2. ; and Mon 19. 2. 10:30–12:00 S16PC, J. Cirklová
N_VSVM/pMMO: each even Monday 8:45–9:29 M17, each even Monday 9:30–10:15 M17, except Mon 19. 3. ; and Mon 26. 3. 12:15–13:45 M17, M. Tomčík
N_VSVM/pMPH: each even Monday 8:45–9:29 S32, each even Monday 9:30–10:15 S32, J. Cirklová
N_VSVM/vM2PH: Sat 17. 2. 9:45–11:15 S23, 11:30–13:00 S23, Fri 16. 3. 15:45–17:15 S33, 17:30–19:00 S33, J. Cirklová
N_VSVM/vM3PH: Fri 16. 2. 15:45–17:15 S33, 17:30–19:00 S33, Fri 2. 3. 17:30–19:00 S33, 19:15–20:45 S33, 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
  • 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
  • Punch, K.: Úspěšný návrh výzkumu. Praha: Portál: 2006. ISBN: 978/80/7367-468-7
  • Foret, M. Marketingový průzkum: poznáváme svoje zákazníky. Vyd. 1. Brno: Computer Press, 2008. 121 s. ISBN 9788025121832.
  • Zich, F. Úvod do sociologického výzkumu. Praha: VŠFS – Eupress, 2008. ISBN 80-86754-19-7.
  • Disman, M. Jak se vyrábí sociologická znalost. Praha: Karolinum, 2002. ISBN 80-246-0139-7.
  • Sedláková, R. Výzkum médií. Nejužíavanější metody a techniky. Praha: Grada, 2014. ISBN 978-80-247-3568-9.
    recommended literature
  • Kozel, R., Mynářová, L., Svobodová, H. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. 304 s. ISBN 9788024735276
  • Reichel, J., Kapitoly metodlologie sociálních výzkumů, Grada Publishing a.s., 2009, ISBN 8024730065, 9788024730066
  • 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.
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 2019.
  • Enrolment Statistics (Summer 2018, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2018/N_VSVM