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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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- Quantitative and qualitative research in marketing and marketing communication; - Design of qualitative marketing research; - Research brief - communication beween the client and the researcher; - Basic set and sample set; - Representativeness of the sample set in qualitative and quantitative research; - The role of the researcher in qualitative and quantitative research; - Qualitative research process; - Methods and techniques of qualitative research in social sciences; - Reserach problem, research questions, research premises; - Creation of scenarios for individual interview and focus group; - Data collection; - Coding and evaluation of quantitative data; - Data interpretation, rules of verbal and written presentations.
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Learning activities and teaching methods
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Lecturing, Exercises on PC
- Home preparation for classes
- 44 hours per semester
- Preparation for course credit
- 30 hours per semester
- Participation in classes
- 26 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge of main methods of qualitative research |
| Knowledge of main methods of qualitative research |
| Knowledge of principles of research design and brief |
| Knowledge of principles of research design and brief |
| Knowledge of principles of assembling a scenario for individual interviews or focus groups |
| Knowledge of principles of assembling a scenario for individual interviews or focus groups |
| Knowledge of the principle of qualitative data coding |
| Knowledge of the principle of qualitative data coding |
| Knowledge of principles of data interpretation |
| Knowledge of principles of data interpretation |
| Skills |
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| Create a qualitative research design |
| Create a qualitative research design |
| Formulate the research problem and research question |
| Formulate the research problem and research question |
| Assemble a scenario for individual interviews |
| Assemble a scenario for individual interviews |
| Code qualitative data |
| Code qualitative data |
| Interpret the findings of qualitative research |
| Interpret the findings of qualitative research |
| teaching methods |
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| Knowledge |
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| Exercises on PC |
| Lecturing |
| Lecturing |
| Exercises on PC |
| Skills |
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| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Didactic test |
| Didactic test |
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Recommended literature
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BAZELEY, Patricia. Qualitative data analysis: practical strategies. 2nd edition. Los Angeles: SAGE, 2021. ISBN 978-1-5264-0476-3.
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BELK, Russell W. Qualitative consumer research. Bingley, U.K.: Emerald Publishing Limited, 2017. ISBN 9781787144910.
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CRESWELL, John W. a CRESWELL David J. Research design: qualitative, quantitative, and mixed methods approaches. Sixth edition. Los Angeles: SAGE, 2023. ISBN 978-1-0718-7063-1.
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ESTEBAN-BRAVO, Mercedes a SANZ, J. Vidal. Marketing research methods: quantitative and qualitative approaches. Cambridge: Cambridge University Press, 2021. ISBN 978-1-108-79269-1.
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Ravitch, Sharon M, Carl, Nicole Mittenfelner. Qualitative research: bridging the conceptual, theoretical, and methodological. Los Angeles, 2021. ISBN 978-1-5443-3381-6.
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SILVERMAN, David. Interpreting qualitative data. Los Angeles: SAGE, 2020. ISBN 978-1-5264-6724-9.
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Tracy, Sarah J. Qualitative research methods: collecting evidence, crafting analysis, communicating impact. Hoboken, 2020. ISBN 978-1-119-39078-7.
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