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Lecturer(s)
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Basl Karel, Doc. PaedDr. CSc.
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Course content
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Science, research, methodology of research, ethics of research. Strategy of research, research designs. Plan of research, research topic, and research questions. Quantitative research, its specifics, methods applied for market research. Qualitative research, its specifics, methods applied for market research. Mixed methods research, application for market research. Research report and its presentation to the research. Questioning - questionnaire, applications for business research. Questioning - interview, applications for business research. Observation research methods, applications for business research. Application of available secondary sources, namely in the Czech Republic and the European Union. Marketing research, resources for a marketing information system. Analysis of big data using open-source databases and corporate databases to obtain answers to research questions. Analyses of research samples in the specialization focused on business and management (research of market environment, brand research, product research, communication research, price research, customer behaviour research) and application using case studies. Since 2025, the application of AI tools.
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Learning activities and teaching methods
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Lecture supplemented with a discussion, Lecture with practical applications, Students' portfolio, Seminar classes, Individual study, Self-study of literature, Lecture
- Preparation for an examination (30-60)
- 42 hours per semester
- Preparation for comprehensive test (10-40)
- 30 hours per semester
- Contact hours
- 52 hours per semester
- unspecified
- 5 hours per semester
- Individual project (40)
- 27 hours per semester
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| prerequisite |
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| Knowledge |
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| to have the corresponding overview of economic disciplines |
| to use basic information resources |
| to apply basic knowledge from statistic |
| to conduct study (bachelor thesis) |
| Skills |
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| to work with basic office software |
| to search and to analyze relevant information resources |
| Competences |
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| to use deduction and induction and analysis and synthesis as basic methods in discussing the phenomena of economic and social practice |
| learning outcomes |
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| Knowledge |
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| to analyse and use relevant information sources |
| to draw up a proposal for research including its design |
| to implement research with focus on economic practice |
| to create a research report and prepare its presentation |
| to formulate recommendations for the management of a company |
| Skills |
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| to create design of planed research |
| to decide about research sample and to choose research methods |
| to analyze and to present results of research study |
| Competences |
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| to discuss the need for research |
| N/A |
| teaching methods |
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| Knowledge |
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| Lecture |
| Lecture supplemented with a discussion |
| Self-study of literature |
| Individual study |
| Interactive lecture |
| Seminar classes |
| Skills |
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| Multimedia supported teaching |
| Case studies |
| Competences |
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| Self-study of literature |
| Multimedia supported teaching |
| Case studies |
| Task-based study method |
| assessment methods |
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| Knowledge |
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| Combined exam |
| Test |
| Seminar work |
| Skills demonstration during practicum |
| Skills |
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| Seminar work |
| Skills demonstration during practicum |
| Competences |
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| Peer evaluation of students |
| Seminar work |
| Self-evaluation |
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Recommended literature
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BRYMAN, Alan. Social Research Methods. Oxford, 2016. ISBN 978-0-19-968945-3.
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Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
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CRESWELL, J.W. Research design. London, 2005. ISBN 978-1-4129-6556-9.
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Eger Ludvík, Egerová Dana. Metodologie výzkumu. Plzeň, 2022. ISBN 978-80-261-1108-5.
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FORET, M. STÁVKOVÁ, J. Marketingový výzkum. Praha, 2003. ISBN 80-247-0385-8.
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HAGUE, P. Průzkum trhu. Brno, 2005. ISBN 80-7026-917-8.
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HENDL, J. Kvalitativní výzkum. Praha, 2005. ISBN 80-7367-040-2.
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HENDL, J. Přehled statistických metod. Praha, 2009. ISBN 978-80-7367-482-3.
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Hendl, Jan; Remr, Jiří. Metody výzkumu a evaluace. 2017. ISBN 978-80-262-1192-1.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
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KOZEL, R. Moderní marketingový výzkum.. Praha, 2006. ISBN 80-247-0966-X.
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PUNCH, K.F. Úspěšný návrh výzkumu. Praha, 2008.
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Saunders, Mark; Lewis, Philip. Research methods for business students. 11th ed. Harlow : Prentice Hall, 2009. ISBN 978-0-273-71686-0.
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Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
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