SubjectsSubjects(version: 861)
Course, academic year 2019/2020
Electoral, Market, Media and Social Research: Paul Lazarsfeld's Methodology - JSM312
Title: Electoral, Market, Media and Social Research: Paul Lazarsfeld's Methodology
Guaranteed by: Department of Sociology (23-KS)
Faculty: Faculty of Social Sciences
Actual: from 2014 to 2019
Semester: winter
Points: 9
E-Credits: 9
Examination process: winter s.:written
Hours per week, examination: winter s.:2/1 Ex [hours/week]
Capacity: 30 / unknown (40)
Min. number of students: unlimited
State of the course: taught
Language: English
Teaching methods: full-time
Note: course can be enrolled in outside the study plan
enabled for web enrollment
priority enrollment if the course is part of the study plan
Guarantor: prof. PhDr. Hynek Jeřábek, CSc.
Teacher(s): prof. PhDr. Hynek Jeřábek, CSc.
Last update: doc. Mgr. Martin Hájek, Ph.D. (03.12.2019)

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).

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