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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Course content
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- Systematics of science methodology; - Possibilities and limits of human knowledge; - Basic thought processes in the creation of scientific knowledge; - History of science methodology; - Significant personalities of the methodology of science; - Verification and falsification of hypotheses; - Methods of social sciences; - Development of methods in the field of qualitative and quantitative research; - Mixed and combined research; - Science methods in market and communication research; - Science methods application in academic and commercial research; - Creating a scientific text; - Possibilities of science methods application in diploma thesis.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Text analysis
- Home preparation for classes
- 16 hours per semester
- Term paper
- 40 hours per semester
- Preparation for course credit
- 15 hours per semester
- Participation in classes
- 4 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of possibilities and limits of scientific knowledge |
| knowledge of possibilities and limits of scientific knowledge |
| knowledge of development of thinking about methods of scientific research |
| knowledge of development of thinking about methods of scientific research |
| knowledge of the main personalities in the history of the methodology of science |
| knowledge of the main personalities in the history of the methodology of science |
| knowledge of principles of positivism, interpretivism, realism and other approaches to the interpretation of research findings |
| knowledge of principles of positivism, interpretivism, realism and other approaches to the interpretation of research findings |
| knowledge of the possibilities of applying of scientific research methods in the field of marketing and marketing communication |
| knowledge of the possibilities of applying of scientific research methods in the field of marketing and marketing communication |
| Skills |
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| explain different perspectives on the possibilities and limitations of scientific research |
| explain different perspectives on the possibilities and limitations of scientific research |
| apply particular methods of scientific research in the field of marketing and marketing communication |
| apply particular methods of scientific research in the field of marketing and marketing communication |
| construct a mixed research design |
| construct a mixed research design |
| choose a qualitative and/or quantitative research strategy for a specific situation |
| choose a qualitative and/or quantitative research strategy for a specific situation |
| interpret research findings from the perspective of individual approaches (positivism, interpretivism) |
| interpret research findings from the perspective of individual approaches (positivism, interpretivism) |
| teaching methods |
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| Knowledge |
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| Text analysis |
| Text analysis |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Analysis of the student's performance |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
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Recommended literature
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BRUUN, Hans, Henrik. Science, values and politics in Max Webers methodology. London: Routledge, 2016. ISBN 0754645290.
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Bryman, Alan. Social research methods. Fifth edition. Oxford: Oxford University Press, 2016. ISBN 9780199689453.
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CARR, Deborah S.; BOYLE HEGER, Elisabeth; CORNWELL, Benjamin; CORRELL, Shelley; CROSNOE, Robert et al. The art and science of social research: Deborah Carr, Elizabeth Heger Boyle, Benjamin Cornwell, Shelley Correll, Robert Crosnoe, Jeremy Freese, Mary C. Waters. New York: W.W. Norton & Company, 2021. ISBN 978-0-393-42820-9.
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FLICK, Uwe. Introducing research methodology: thinking your way through your research project. Los Angeles: SAGE, 2020. ISBN 978-1-5264-9693-5.
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FREESE Jeremy a WATERS, Mary C. The art and science of social research. New York: W.W. Norton & Company, 2021. ISBN 978-0-393-42820-9.
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LOSEKE, Donileen R. Methodological thinking: basic principles of social research design. Los Angeles: SAGE, 2017. ISBN 9781506304717.
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TERRY, Gareth a HAYFIELD, Nikki. Essentials of thematic analysis. Washington, DC: American Psychological Association. Essentials of qualitative methods, 2021. ISBN 978-1-4338-3557-5.
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WALLIMAN, Nicholas. Research methods: the basics. London: Routledge, Taylor & Francis Group, 2022. ISBN 978-0-367-69408-1.
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