Course detail

Market Research

FP-BMREAcad. year: 2023/2024

1-2. Introduction to the course, course prerequisites, connections with previous activities and courses

3. Sources of data, research approaches and methods, research background

4-5. Research plan and its preparation

6. Review of the research plan

7-8 Data collection, consultation

9. Analysis, synthesis, interpretation of data and formulation of recommendations, consultation

10. Report preparation, consultation

11. Evaluation of the report and preparation of presentations

12-13 Presentation of reports, definition of next research steps

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

Ing. David Havíř, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Basic knowledge and skills from the subjects Mathematics, Business Idea Development and Marketing are required.

Rules for evaluation and completion of the course

To earn course-unit credit, students will prepare a research plan, conduct research according to the plan, and present a summary report. The verbal examination in the form of a colloquium will focus on the follow-up research activity.

Aims

The aim of the course is to acquire the basic knowledge of market research. The student will be introduced to research methods of primary and secondary data collection and their use in business development. After completing the course, the student should be able to plan and prepare research, conduct research, including its evaluation and drawing conclusions for business development activities.

Knowledge - the student is introduced to various types of research, the development of research questions, research techniques, the development of a research plan, methods of collecting primary data, methods for evaluation of primary data, analysis of qualitative and quantitative data.

Skills - The student is able to prepare a research plan, conduct primary data collection, analyze and evaluate data with respect to the purpose of the research.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

BABBIE, E. (2008). The Basics of Social Research. Belmont: Thomson, 550 p. ISBN 978-0-495-09468-5.
PERRIN, R. (2012). Pocket Guide to APA Style. 4th ed. Boston: Cengage Learning, 155 p. ISBN 978-0-495-91263-7.
SAUNDERS, M., LEWIS, P., THORNHILL, A. (2009). Research methods for business students. 5th ed. New York: Pearson Education, 612 p. ISBN 978-0-273-71686-0.

Recommended reading

DAVIES, M. B. (2007). Doing a successfull research project: Using qualitative or quantitative methods. New York-Hampshire: Palgrave Macmillan, p. 274. ISBN 978-1-4039-9379-3.
FELICI, J. (2012). The Complete Manual of Typography: A Guide to Setting Perfect Type. 2nd ed. Berkeley: Peachpit, 374 p. ISBN 978-0-321-77326-5
LIPSON, CH. (2006). Cite Right: A Quick Guide to Citation Styles - MLA, APA, Chicago, the Sciences, Professions, and More. Chicago: The University of Chicago Press, 197 p. ISBN 0-226-48475-0.
MARVASTI, A. B. (2004). Qualitative Research in Sociology. London: Sage Publications, 160 p. ISBN 0-7619-4861-9.
MOISANDER, J., VALTONEN, A. (2006). Qualitative Marketing Research Methods. London: Sage Publications, 227 p. ISBN 1-4129-0381-5.

Elearning

eLearning: currently opened course

Classification of course in study plans

  • Programme BAK-E Bachelor's

    branch BAK-ESBD , 2 year of study, winter semester, compulsory

  • Programme BAK-ESBD Bachelor's 2 year of study, winter semester, compulsory

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

Ing. David Havíř, Ph.D.

Exercise

26 hod., compulsory

Teacher / Lecturer

Ing. David Havíř, Ph.D.

Elearning

eLearning: currently opened course