English

5

Not applicable.

Of all faculties

Knowledge - student is able to differentiate research users, the application of research in the economic context, is familiar with the different types of research, creation of research questions, research techniques, setting up the schedule of research, methods of primary data collection, use of statistical methods to evaluate the primary data and analyses of qualitative and quantitative data. Furthermore, the student has a basic knowledge of how to create an individual research project, including its presentation and research report, with the possibility of using the results of research in specific business areas (business research, employment research, social research, media research and analysis of customer satisfaction).
Skills - student is able to plan his/her research, collect primary data, analyze and evaluate them with regard to the use of the specific activity of the business entity proposing appropriate research strategy
Competence - Student prepares a plan of market research (formulation of research questions, research techniques), analyzes the primary data obtained and draws conclusions relevant to the current situation of the business entity in the market. Based on the research results proposes strategic planning and targeting.

Basic knowledge and skills of Mathematics (to handle mathematical operations with primary data) and analytical skills from Applied Statistics (mastering the use of basic statistical methods to analyze the primary data).

Not applicable.

On the lectures, interactive forms of education and the discussions of model examples are applied. Besides, teamwork, team discussions and team presentations are strongly emphasized.

Students are evaluated based on a point-system, according to the ECTS scale. Students can gain 100 points, maximally. Points can be earned for fulfilling the required and optional tasks:
Required tasks:
1) max. 25 points => elaboration and submission of a team project. Team project is divided into individual parts – their assignment will be communicated within the 1st - 8th seminars with the submission deadline till the end of the 9th week of the semester
2) max. 15 points => presentation of the team project - presentations take place on 10th - 11th seminar, evaluation criteria are fulfillment of the assignment presentation time and response to queries of the opposing team
3) max. 10 points => elaboration and presentation of the opponent's report - evaluation of the fulfillment of the assignment and relevance of the questions posed to the presenting team, submission of the opinion by the end of the 10th week, presentation of relevant queries against the presenting team on 11th - 12th seminar
Optional task
4) max 50 points => multiple choice test on the 13th seminar, it will last up to 45 minutes, it contains 20 multiple choice questions, where the only one is correct (10x 3-point-questions and 10x 2-point-questions, incorrect answers or blank questions are not penalized).

1. Introduction: The nature of research, types of research projects (research users, business and management research, research process)
2. Research strategy (market research, budget, timeline)
3.-4. Collecting primary data (Focus Groups, semi-structured and in-depth interviews, calls, questionnaires)
5.-6. Using secondary data (types of secondary data and uses in research, advantages and disadvantages of secondary data, evaluating secondary data sources)
7.-8. Analysing quantitative and qualitative data (introduction, describing data using statistics, using a computer for qualitative analysis)
9.-10. Writing and presenting a project report (structuring research project, organising the project report's content, meeting the assessment criteria, oral presentation of the report)
11.-12. Specific research application (business research, employee research, social research, media research, Mystery Shopping)
13. Market research (changing role of a researcher, online market research, Data Mining, Brain Science)

Not applicable.

The aim of this course is to master the basics of market research. Students will learn the research methods of collecting primary and secondary data and their applications within the buiness environement of SMEs. Students, who successfully complete this course are able to plan and prepare a research project, conduct a research, including its evaluation and draw conclusions to be used for business.

Participation on the lectures and seminars is optional. Student activity is reviewed and evaluated on the basis of fulfilling the required and optional tasks (see " Assesment methods and criteria linked to learning outcomes ").

Not applicable.

Not applicable.

COLLIS, Jill a Roger HUSSEY. Business Research: A Practical Guide for Undergraduate and Postgraduate Students. Přepracované. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2013, 376 s. ISBN 9781137037480.
SAUNDERS, Mark, Philip LEWIS a Adrian THORNHILL. Research methods for business students. 5th ed. New York: Pearson Education, 2009. ISBN 9780273716860.

HAMERSVELD, Mario van a Cees de BONT. Market research handbook. 5th ed. /. Hoboken, N.J.: John Wiley, c2007, xxvi, 627 p. ISBN 9780470517932.
PAUL HAGUE, Nick Hague. Market Research in Practice a Guide to the Basics. London: Kogan Page, 2004. ISBN 978-074-9445-942.
ROE, Michael. Market research in action. London [u.a.]: Thomson Learning, 2004. ISBN 978-186-1529-381.
XU, Jie. Market Research Handbook: Measurement, Approach and Practice. Lincoln: IUniverse, 2005. ISBN 978-059-5364-015.

13 hours, compulsory