VSFS:N_SoVM Sociological Research in Mark. - Course Information

N_SoVM Sociological Research in Marketing

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Jitka Cirklová, M.A., Ph.D. (seminar tutor)
doc. Mgr. Ondřej Roubal, 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: Dita Egertová

Timetable of Seminar Groups

N_SoVM/cMMO: each even Tuesday 12:15–12:59 M27, each even Tuesday 13:00–13:45 M27, M. Tomčík
N_SoVM/cMPH: each odd Wednesday 8:45–9:29 S16PC, each odd Wednesday 9:30–10:15 S16PC, O. Roubal
N_SoVM/pMMO: Tue 14:00–14:44 M27, Tue 14:45–15:30 M27, except Tue 15. 3. ; and Thu 31. 3. 12:15–13:45 M27, M. Tomčík
N_SoVM/pMPH: each even Monday 10:30–11:14 S23, each even Monday 11:15–12:00 S23, each even Monday 12:15–12:59 S23, each even Monday 13:00–13:45 S23, J. Cirklová
N_SoVM/vMPH: Sat 26. 2. 9:45–11:15 E307, 11:30–13:00 E307, Sat 12. 3. 9:45–11:15 E307, 11:30–13:00 E307, Sat 26. 3. 9:45–11:15 E307, 11:30–13:00 E307, Sat 9. 4. 9:45–11:15 E307, 11:30–13:00 E307, J. Cirklová

Prerequisites

The course Sociological Research in Marketing is a course taught in the summer semester of the master's degree. It extends the content towards methods and techniques of sociological research. It is designed as a one-semester course with lectures and seminars.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The course builds on the teaching of sociological basis, which is an integral part of the preparation for the final state exams and quality elaboration of final theses containing sociological research. Students will use the knowledge of the principles of social environment and marketing for practical applications at the level of empirical knowledge. The main aim of the course is to master the application of the main methods and techniques of sociological research with an emphasis on the preparation of their own research project, including the preparation of a questionnaire, focus group, conducting interviews, etc. Partial goal is to introduce students to advantages, disadvantages, opportunities techniques in real world marketing. Students will gain experience in project preparation and implementation. The aim is at the same time to strengthen students' competencies in critical evaluation and interpretation of empirical knowledge, logical argumentation in defense of their own claims. Students who successfully complete this course will understand the logic of quantitative and qualitative research and its importance and place in marketing. Students will be able to: 1. Determine the topic of research 2. Find information needed for the selected topic 3. Formulate research questions and research hypotheses 4. Establish a selection strategy 5. Propose a method of data collection 6. Design a data analysis strategy 7. Propose the application of research into marketing campaigns

Learning outcomes

In this course, students will get acquainted with the entire research process, from the preparation of a research project, through the creation of instruments, data collection, data file creation to the basic principles of data processing. Preparation of own research project, data collection and their preparation for analysis. Graduates of the course should be able to prepare a research project based on a given topic and research questions, be able to design a selection, formulate hypotheses, draw up a questionnaire, prepare a data file and propose a plan for data analysis.

Syllabus

• Course syllabus: 1. Why do we need sociology and sociological research in marketing? What questions does sociology and sociological research answer? What are the risks of neglecting the marketing research phase? 2. Research project, its basic phases: general scheme for preparation of a research proposal (project), focus of research, research questions and research problems, hypotheses and their role. 3. Why do we also need to work with basic sociological theories in marketing research? Working with literature: definition of the topic, where and how to search for literature, preparation of literature review, inventory of terms, formulation of questions with respect to existing knowledge. Tzv. Desk research - where to look for data sources, the role of common statistics, other research, archives of sociological research data. How to work with on-line information on the state of research on a given topic. Visit the library. Work with databases Ebsco, PROQUEST. 4. From questions to hypotheses. types of hypotheses, rules of their formulation, preparation of hypotheses for own research. The Logic of Empirical Research: Open vs. Open closed systems, types of relationships and possible distortions, experiment in sociology and marketing, possibilities and limits, types of experiments, possible distortions in experimental designs. 5.Basic phases of quantitative empirical research: population and sample decisions, pilot studies, data collection techniques, data collection design, pre-research, data collection, data analysis, interpretation and conclusions. Paul Lazarsfeld and his work. Inspiration of the work of professionals - research agencies, Institute of Sociology, Academy of Sciences. 6. The art of asking. Questionnaire and its structure: questionnaire structure (scenario), types of questions, battery of questions, how to ask sensitive questions, types of distortion due to improperly formulated questions. Practice of interviewer in real research. Creating a questionnaire on the problem, 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 coding. Distribution, central tendencies, distractions. Statistical generalization and context measurement. 8. Qualitative research and its logic. Research ethics. Advantages and risks. Types of interviews. 9.Qualitative methodology. Focus groups, participating observation. Analysis of qualitative data. Interconnection of qualitative and quantitative research paradigm. 10. Triangulation of data - combination of methodology of data collection. Comparative analysis. Grounded theory. Ecological validity of research. Coding in relation to Grounded 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. Coding of cultures. Visual analysis. Culture wheel. How to explore subcultures. Research methodology of global topics. Value studies and their place in marketing. Cultural creativism as an example of research.

Literature

required literature
• • Disman, M. Jak se vyrábí sociologická znalost. Praha: Karolinum, 2002. ISBN 80-246-0139-7.
• • Punch, K.: Úspěšný návrh výzkumu. Praha: Portál: 2006. ISBN: 978/80/7367-468-7
• • Sedláková, R. Výzkum médií. Nejužívanější metody a techniky. Praha: Grada, 2014. ISBN 978-80-247-3568-9.
• • Zich, F., Roubal, O.: Úvod do sociologického výzkumu. 2. rozšířené vydání. Praha: VŠFS – EUPRESS, 2014. ISBN 978-80-7408-093-7.
• • Kozel, R., Mynářová, L., Svobodová, H. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. 304 s. ISBN 9788024735276
• 1. CRAIG, C. S. a DOUGLAS, S. P. International marketing research. Chichester: Wiley, 2005. ISBN -0-470-01095-9
• 6. FORET, M. Marketingový průzkum: poznáváme svoje zákazníky. Vyd. 1. Brno: Computer Press, 2008. 121 s. ISBN 9788025121832.
• Prokop, Daniel. Slepé skvrny: O chudobě, vzdělávání, populismu a dalších výzvách české společnosti, Nakladatel: Host 2019
• 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.

recommended literature
• 2. CRESWELL, J W. Qualitative Inquiry and Research Design : Choosing Among Five Traditions. 2nd ed. Thousand Oaks: SAGE Publication, 2007. 395 s. ISBN 978-1-4129-1606-6
• 5. FLICK, U. Introducing research methodology : theory, design & practice. SAGE, 2015. ISBN 978-1-4462-9424-6
• 3. DENZIN, N. K. a Y. S. LINCOLN. Handbook of qualitative research. Thousand Oaks: SAGE Publications, 2000. ISBN 0-7619-1512-5.

not specified
• 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

Teaching methods

Lectures and seminars in full-time study; tutorials in combined study; compulsory attendance at seminars is 75% for full-time study, compulsory attendance at tutorials is 50% for part-time study.

Assessment methods

Completion of the course is a credit and an examination (final test). Assesment methods and criteria linked to learning outcomes: The course-unit credit is awarded on condition of having attended the seminars (at least 75%). Required project structure: Identification and justification of the topic Previous research or work on a selected topic Formulation of research question OR Formulation of research hypotheses Proposal for operationalization description of the target population Description of the selection method Questionnaire design Data file template design

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: 16 hodin KS/semestr.

Teacher's information

Lectures will be continuously published in the teaching materials of the School Information System, including patterns and aids used in the exercises. The topics of the exam will be published at the beginning of the semester. nstructions for ISP students Students with ISPs will regularly communicate individually with teachers and fulfill their duties in the regime set by ISPs. Teachers must be contacted at the beginning of the semester and agree on the schedule of individual work.

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