Course detail

Market Research

FP-BMREAcad. year: 2025/2026

1–2. Introduction to the course, course syllabus, requirements, relation to previous activities and courses, focus groups.

3. Research essentials, data sources, research approaches, methods, tools.

4–5. Value and reason for research.

6–9. Desk research, observations, interviews.

10–11. Experiments, usability testing, surveys.

12–13. Eye-tracking, product analytics, research library, next 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 work in teams to conduct co-defined research projects. The exam is based on a defence of the research conducted based on the assignment.

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.

Classification of course in study plans

  • 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.