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Course detail
FP-BMREEAcad. year: 2023/2024
1. Introduction: characteristics and types of research (users of research, use of research in economic context, types of research, research questions, research techniques, research process)2. Research plan (market research design, budget, timetable)3.-4. Primary data collection options (Focus Groups, in-depth interviews, personal interviews, telephone interviews, questionnaire surveys)5.-6. Use of secondary data in research (types of secondary data and their use, advantages and disadvantages, evaluation of data sources)7.-8. Qualitative and quantitative data analysis (characteristics, use of statistics for quantitative data analysis, use of IT for qualitative data analysis)9.-10. Self-design and presentation of the project report (structure and organization of the report, evaluation criteria, oral presentation of the report)11.-12. Specific use of research (business research, employee research, social research, media research, customer satisfaction analysis, Mystery Shopping)13. Contemporary trends in market research (changing role of the researcher, online market research)
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Offered to foreign students
Entry knowledge
Basic knowledge and skills from the subject Mathematics are required to master mathematical operations with primary data and from the subject Applied Analytical Statistics to master the use of basic statistical methods for the analysis and evaluation of primary data obtained by research.
Rules for evaluation and completion of the course
The conditions for the evaluation of the student are set through the assessment of theoretical knowledge in the form of a test and the development of a team project on a selected product according to the set assignment. The minimum requirement is to achieve 50 points out of 100 possible.
Aims
The aim of the course is to master the basic issues of market research. The student will be familiar with research methods of primary and secondary data collection and their use in the business of small and medium-sized enterprises. After completing the course, the student should be able to plan and prepare research on the basis of gradual steps, conduct research, including its evaluation and drawing conclusions with the possibility of use for business activities.
Knowledge - the student will distinguish between users of research, become familiar with different types of research, development of research questions and hypotheses, research techniques, development of a research schedule, methods of collecting primary data, use of statistical methods to evaluate primary data, analysis of qualitative and quantitative data. Skills - the student is able to draw up a research plan, collect primary data, analyse and evaluate it with regard to its purpose in the field of activity of a specific business entity, proposing appropriate strategic objectives and plansCompetences - the student draws up a market research plan (formulation of research questions, research techniques), analyses the primary data collected and draws relevant conclusions about the current situation of the business entity on the market and, based on the presentation of the results, approaches strategic targeting and planning.
Study aids
Prerequisites and corequisites
Basic literature
Recommended literature
Elearning
Classification of course in study plans
branch BAK-Z , 1 year of study, winter semester, elective
Lecture
Teacher / Lecturer
Exercise