NA_MMR Modern Marketing Research

Vysoká škola finanční a správní
léto 2025
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Garance
Mgr. Jitka Cirklová, M.A., Ph.D.
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Předpoklady
There are no prerequisites for this course
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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
Výstupy z učení
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 pre-test,
- write a research proposal which will include the evaluation of the pre-test phase.
Osnova
  • (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 important 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. 3. The links between theory and research. Theoretical background and literature. Objectives of research. Research questions. Formulation of hypotheses. Types of hypotheses, causal hypotheses. 4. Typology of sociological research. The basic (theoretical) and the applied research. Differences between quantitative and qualitatve methodology. 5. Experiment in social sciences. Desk research. Data archives and other sources of secondary data sets. Basic statistical online analyses. Data documentation. 6. The logic of quantitative research. Defining variables and Attributes. Techniques of data collection. Survey methods. The logic of sampling. Representativity and probability of selection. Range of selection, sampling errors. Types of sampling designs. Probability and non-probability sampling. Simple random sampling, systematic sampling, stratified sampling, quota sampling. 7. Questionnaires. Conceptualisation, operationalisation and measurement. Guidelines for asking questions, construction of questionnaire. Types of interview. Comparison between different survey methods. The basic socio-demographic variables and their role in questionnaires. Classification. Education, age, gender, occupation – identification of respondents. 8. 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. 9. Consultation of groups' research topic selection. 10. Consultation of groups' research question and hypotheses formulation. 11. Consultation of groups' research oprationalisation. 12. Consultation of groups' pre-test experiences and evaluation.
Literatura
    povinná literatura
  • https://www.sociologyexperiment.com/entry-for-students/ 2020 chapter Research Methodology
  • Birn, Robin J. 2004. Effective Use of Market Research How to Drive and Focus Better Business Decisions. [electronic resource] Kogan Page.
  • Bryman, Alan. 2012. Social research methods. Oxford University Press.
  • Adams, Karen. 2006. An introduction to market & social research planning & using research tools & techniques. Kogan Page.
  • CIRKLOVÁ, Jitka. Art to come: histories of contemporary art by Terry SmithDurham: Duke University Press, 2019ISBN: 978-1-4780-0305-2 (paperback). VISUAL STUDIES, 2020, roč. 2020, s. 1-2. doi:10.1080/1472586X.2020.1788242.
  • CIRKLOVÁ, Jitka. Maida, Carl A. and Sam Beck. 2018. Global Sustainability and Communities of Practice. Bergham Books. 236 pp. Hb.: $135.00, ISBN 9781785338458. Social Anthropology, 2020. doi:10.1111/1469-8676.12780.
  • CIRKLOVÁ, Jitka. Reaffirming Identity Through Images. The commodification of llusions in the Contemporary Presentation of Self. methaodos.revista de ciencias sociales, Spain: UNIV REY JUAN CARLOS, 2020, roč. 8, č. 1, s. 103-107. ISSN 2340-8413. doi:10.17
    doporučená literatura
  • KREJCI, J. Introduction to the management of social survey data. Prague: Institute of Sociology CAS, 2014. ISBN 978-80-7330-252-8
  • STINCHCOMBE, A. L. The logic of social research. Chicago: University of Chicago Press, 2005. ISBN 0-226-77492-9
  • CRAIG, C. S. a DOUGLAS, S. P. International marketing research. Chichester: Wiley, 2005. ISBN -0-470-01095-9
  • DENZIN, N. K. a Y. S. LINCOLN. Handbook of qualitative research. Thousand Oaks: SAGE Publications, 2000. ISBN 0-7619-1512-5. info
Výukové metody
Lectures and seminars (team work, ad-hoc papers, tasks fulfilling, designing a research) 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.
Metody hodnocení
(1) Seminar attandance and active participation. (2) Fulfilling of tasks. (3) Passing short written test. (4) Preparation of own (individual or group - TBA) research projects (topic, research question, sampling, sketching of the theoretical background, hypotheses, method selection, operationalization, research instrument preparation, timing). (5) Defending of own research project.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2023, léto 2024.
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