Course detail

Market Research

FP-BMREEAcad. year: 2024/2025

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

English

Number of ECTS credits

Mode of study

Not applicable.

Guarantor

Ing. František Milichovský, Ph.D., MBA, DiS.

Department

Institute of Management (ÚM)

Offered to foreign students

Of all faculties

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 plans
Competences - 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

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

LEAVY, P. (2017). Research Design: Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-Based Participatory Research Approaches. New York: Guilford Press, 301 p. ISBN 978-1-4625-1438-0. (EN)
SAUNDERS, N., LEWIS, P., THORNHILL, A. (2016). Research Methods for Business Students. 7th ed. Essex: Pearson Education, 741 p. ISBN 978-1-292-01662-7. (EN)

Recommended reading

HAGUE, P., CUPMAN, J., HARRISON, M., TRUMAN, O. (2016). Market Research in Practice: An Introduction to Gaining Greater Market Insight. 3rd ed. London: Kogan Page, 382 p. ISBN 978-0-7494-7585-7. (EN)
PATTON, M. Q. (2015). Qualitative Research & Evaluation Methods: Integrating Theory and Practice. 4th ed. London: SAGE publication, 832 p. ISBN 978-1-4129-7212-3. (EN)
MILES, M. B., HUBERMANN, M. A., SALDAÑA, J. (2014). Qualitative Data Analysis: A Method Sourcebook. 3rd ed. London: SAGE Publication, 340 p. ISBN 978-1-4522-5787-7 . (EN)
TAYLOR, S. J., BOGDAN, R., DE VAULT, M. L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. 4th ed. Hoboken: John Wiley, 401 p. ISBN 978-1-118-76721-4. (EN)
YIN, R. K. (2018). Case Study Research and Application: Design and Methods. 6th ed. London: SAGE Publication, 414 p. ISBN 978-1-5063-3616-9. (EN)

Elearning

eLearning: currently opened course

Classification of course in study plans