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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
- 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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| 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 H.H. Science, values and politics in Max Webers methodology. London, 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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Kumar, Ranjit. Research methodology : a step-by-step guide for beginners. Los Angeles, 2019. ISBN 978-1-5264-4990-0.
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Loseke, D. R. Methodological Thinking Basic Principles of Social Research Design. Thousand Oaks, CA: Sage, 2016.
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Ochrana, František. Methodology of science : an introduction. Praha, 2012. ISBN 9788024619828.
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