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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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1. Quantitative and qualitative research in marketing and marketing communication. 2. Design of qualitative marketing research. 3. Research assignment, communication between the client and the researcher. 4. Basic and sample set. 5. Representativeness of the sample set in qualitative and quantitative research. 6. The role of the researcher in qualitative and quantitative research. 7. The qualitative research process. 8. Methods and techniques of qualitative research in the social sciences. 9. Research problem, research questions, research assumptions. 10. Creating a scenario for individual interviews and focus groups. 11. Data collection. 12. Coding and evaluation of qualitative data. 13. Data interpretation, rules for oral and written presentation.
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Learning activities and teaching methods
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Lecturing, Exercises on PC
- Home preparation for classes
- 60 hours per semester
- Participation in classes
- 10 hours per semester
- Term paper
- 30 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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| Main methods of qualitative research |
| Main methods of qualitative research |
| Research design and brief |
| Research design and brief |
| Scenario for individual interviews or focus groups |
| Scenario for individual interviews or focus groups |
| Data coding |
| Data coding |
| Data interpretation |
| 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 |
| Exercises on PC |
| Lecturing |
| Lecturing |
| Skills |
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| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Didactic test |
| Didactic test |
| Analysis of seminar paper |
| Analysis of seminar paper |
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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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HENDL, J., REMR, J. Metody výzkumu a evaluace. Praha: Portál,, 2017. ISBN 978-80-262-1192-1.
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Hendl, Jan. Kvalitativní výzkum : základní teorie, metody a aplikace. Praha : Portál, 2016. ISBN 978-80-262-0982-9.
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RAVITCH, Sharon M. a CARL, Nicole Mittenfelner. Qualitative research: bridging the conceptual, theoretical, and methodological. Second edition. Los Angeles: SAGE, 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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