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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
- 60 hours per semester
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| prerequisite |
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| Knowledge |
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| Basic knowledge of stages in the process of marketing research, resolution methods and techniques of marketing research in its application is expected. |
| Basic knowledge of stages in the process of marketing research, resolution methods and techniques of marketing research in its application is expected. |
| 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 |
| assessment methods |
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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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BURNS, A. C., BUSH, R. F. Marketing Research. London, 2016. ISBN 978-12921-5326-1.
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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, Carl, Nicole Mittenfelner. Qualitative research: bridging the conceptual, theoretical, and methodological. Los Angeles, 2021. ISBN 978-1-5443-3381-6.
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Tahal, Radek a kol. Marketingový výzkum : postupy, metody, trendy. Praha : Grada, 2017. ISBN 978-80-271-0206-8.
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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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