Poslední úprava: doc. Mgr. Martin Hájek, Ph.D. (03.12.2019)
Contents: 1. Paul Lazarsfeld's life and work - fundamental role of his research methodology 2. First market, media and unemployment studies in Vienna. 3. Media research: statistical data, rating studies, secondary analysis and audience research. 4. Communications research: advertisement study, and propaganda research. 5. Typological procedures, concept of property space, operations of reduction, substruction and transformation. 6. Survey research: elaboration formula and the principles of Paul Lazarsfeld's methodology of multivariate analysis. 7. Electoral research: index of political predisposition; panel analysis; typology of voters and mechanisms of the election campaign. 8. The study of the decision-making processes in market and electoral behaviour. 9. Combination of analytical and qualitative methodology - Lazarsfeld's a Stanton's "program analyzer" and R.K.Metron's "focused interview" as predecessor of the "focus groups" methodology. 10. Opinion leadership measurement: P.Lazarsfeld, R.K.Merton, E.Noelle-Neumann and G.Weimann. 11. The influentials, personal influence and impersonal influence: (R.K.Merton, P.F.Lazarsfeld, Elihu Katz, Elisabeth Noelle-Neumann and Diana Mutz).
