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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. Systematics of scientific methodology. 2. Possibilities and limits of human cognition. 3. Basic thought processes in the creation of scientific knowledge. 4. History of scientific methodology. 5. Important figures in scientific methodology. 6. Verification and falsification of hypotheses. 7. Methods of social sciences. 8. Development of methods in qualitative and quantitative research. 9. Mixed and combined research. 10. Scientific methods in market research and communication. 11. Application of scientific methods in academic and commercial research. 12. Creation of scientific texts. 13. Possibilities for applying scientific methods in qualification theses.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing)
- Home preparation for classes
- 16 hours per semester
- Term paper
- 25 hours per semester
- Preparation for course credit
- 30 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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| 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 the student's performance |
| Analysis of seminar paper |
| Analysis of seminar paper |
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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, Elizabeth H., CORNWELL, Benjamin, CORREL, Shelley J., CROSNOE, Robert, FREESE, Jeremy, & Mary C. WATERS. The art and science of social research. 2018. ISBN 978-0393911589.
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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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EGER, Ludvík a EGEROVÁ, Dana. Metodologie výzkumu. Plzeň: Západočeská univerzita v Plzni, 2022. ISBN 978-80-261-1108-5.
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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, D. R. Methodological Thinking Basic Principles of Social Research Design. Thousand Oaks, CA: Sage, 2016.
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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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Ochrana, F. Metodologie vědy. Praha: Karolinum, 2009.
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Ochrana, František. Methodology of science : an introduction. Praha, 2012. ISBN 9788024619828.
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Ochrana, František. Metodologie, metody a metodika vědeckého výzkumu. Praha: Karolinum, 2019. ISBN 78-80-246-4200-0.
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Ochrana, František. Metodologie sociálních věd. Praha: Karolinum, 2013. ISBN 978-80-246-2380-1.
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OCHRANA, František. Paradigma, výzkumný program a přístupy ve vědeckém zkoumání. Praha: Univerzita Karlova, nakladatelství Karolinum, 2022. ISBN 978-80-246-5355-6.
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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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