Course detail

Market Research

FP-BMREAcad. year: 2026/2027

The course is focused on developing students’ research thinking as well as their skills and competences in the preparation, implementation, and documentation of research. Emphasis is placed on understanding the links between identifying the need for research, designing a research plan, selecting an appropriate methodology, and carrying out research activities. The seminars are conducted through practical work on students’ own research assignments and continuous feedback.

Language of instruction

English

Number of ECTS credits

5

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

Prerequisites and corequisites

Not applicable.

Basic literature

Not applicable.

Recommended reading

BENDLE, Neil; FARRIS, Paul W.; PFEIFER, Phillip and REIBSTEIN, David. Marketing Metrics. 4th ed. Pearson FT Press, 2020. ISBN 978-0-13-675524-1. (EN)
MAURYA, Ash. Running Lean. 3rd ed. Sebastopol, CA: O’Reilly Media, 2022. ISBN 978-1-0981-0874-8. (EN)
SARSTEDT, Marko and MOOI, Erik. A Concise Guide to Market Research. 3rd ed. Berlin, Heidelberg: Springer, 2019. DOI 10.1007/978-3-662-56707-4. ISBN 978-3-662-56707-4. (EN)
SAUNDERS, Mark N. K.; LEWIS, Philip and THORNHILL, Adrian. Research Methods for Business Students. 9th ed. Harlow: Pearson, 2025. ISBN 292-74158-1. (EN)
STICKDORN, Marc and Jakob SCHNEIDER. This Is Service Design Thinking. Amsterdam: BIS Publishers, 2020. ISBN 978-90-6369-316-9. (EN)

Classification of course in study plans

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

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

Ing. David Havíř, Ph.D.

Syllabus

1. Introduction to the course, focus groups.

2–3. Course completion requirements, connection with previous activities and the course, basics of research, data sources, research approaches, methods, and tools.

4. Identification of the research need.

5. Research plan.

6. Research methodology.

7–10. Research, feedback.

11–13. Research documentation.

Exercise

26 hours, compulsory

Teacher / Lecturer

Ing. David Havíř, Ph.D.

Syllabus

1. Introduction to the course, focus groups.

2–3. Course completion requirements, connection with previous activities and the course, basics of research, data sources, research approaches, methods, and tools.

4. Identification of the research need.

5. Research plan.

6. Research methodology.

7–10. Research, feedback.

11–13. Research documentation.

 

Professional Knowledge
Students will acquire knowledge of the basic principles of research, including its planning, methodology, and documentation. They will understand the relationships between identifying the need for research and selecting appropriate data sources, research approaches, methods, and tools.

Professional Competencies
Students will be able to design a research plan corresponding to a given problem and select an appropriate methodological approach for addressing it. They will be capable of conducting research, reflecting on continuous feedback, and appropriately processing its outcomes.

Professional Skills
Students will develop the ability to identify the need for research, work with relevant data sources, and use selected research methods and tools. They will gain practical experience in conducting research through focus groups and in professionally documenting both its process and results.

Self-study

78 hours, optionally

Teacher / Lecturer

Ing. David Havíř, Ph.D.

Individual preparation for an ending of the course

13 hours, optionally

Teacher / Lecturer

Ing. David Havíř, Ph.D.