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2026_WS_Syllabus_Electoral_Market_Media_and Social Research_Paul Lazarsfeld_Methodological_Legacy.docx | JSM312\2026_WS_Syllabus_Electoral_Market_Media_and Social Research_Paul Lazarsfeld_Methodological_Legacy | prof. PhDr. Hynek Jeřábek, CSc. |
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Paul Lazarsfeld's research methodology integrated all fields of his research and investigations of his followers: electoral, market, media and social research. This course represents many Lazarsfeld's methodological principles, innovations, specific methods and instruments. Index construction and typological procedures; survey research, elaboration formula and principles of multivariate analysis; program analyzer and focused interview; content analysis; panel analysis; typology of voters and mechanisms of the election campaign; the study of the decision-making process in market and electoral behaviour; opinion leadership identification and measurement; interpersonal communication, personal influence and impersonal influence. The course is advisable for master degree students of all specializations of social science studies and is recommended for doctoral students. Last update: Hájek Martin, doc. Mgr., Ph.D. (26.11.2019)
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Student participation: Students are expected to actively participate in class. Short seminar contribution: A 3–5 minute comment or note, based on a one-page outline submitted in advance, reflecting personal experience with one of the presented methodological segments. The date of the presentation depends on the selected topic (communication, market, social or public opinion, electoral, or mixed-methods research). Examination: An in-class written test administered in the last week of classes, with the possibility of revisions. Last update: Jeřábek Hynek, prof. PhDr., CSc. (10.09.2026)
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Selected Literature for the first lecture: Jeřábek,H.: Paul Lazarsfeld’s Methodological Innovations and Their Importance Today. Next literature and presentations/texts by lecturers will students find in SIS – section ‘File manager’ sub-file JSM312 during the semester (usually after the lecture).
Recommended Literature: Barton, A. (2001): Paul Lazarsfeld as institutional inventor. International Journal of Public Opinion Research, 13 (3): 245-269. Jeřábek,H. (2006): Paul Lazarsfeld's Research Methodology (Biography, Methods and Famous Projects). Praha, Karlova Univerzita. Lazarsfeld,P.F.(1935) : The Art of Asking Why. National Marketing Review, 1, no.1, pp.1-7. Lazarsfeld,P.F.: Interpretation of Statistical Relations as a Research Operation. In: Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. Pp. 115-125. Lazarsfeld,P.F., Berelson, B.R and Gaudet, Hazel (1944): The People?s Choice. How the Voter Makes Up His Mind in a Presidential Campaign. New York, Duel, Sloan and Pearce 1944. Lazarsfeld,P.F.-Kendal Patricia (1950): Problems of Survey Analysis. In: Merton-Lazarsfeld: Continuities in the Scope and Method of The American Soldier. Glencoe, Ill., The Free Press 1974 (reprint) Lazarsfeld,P.F.(1959): Sociological Reflections on Business: Consumers and Managers. In: Dale-Haire and Lazarsfeld: Social Science Research on Business: Product and Potential. New York, Columbia University Press 1959, Pp. 101-155 Lazarsfeld,P.F. (1982): The Varied Sociology of Paul F.Lazarsfeld. (Kendall,P.L. ed.) New York, Columbia University Press. Lazarsfeld P. F.(1993): On Social Research and its Language. (R.Boudon ed.) Chicago - London, The University of Chicago Press 1993. Sills, D.L.(1979): Lazarsfeld, Paul F. In: International Encyclopedia of the Social Sciences. Biographical Supplement. Vol.18. New York-London, Free Press, pp.411-427. Sills, D.L.(1987): Paul F. Lazarsfeld 1901-1976. A Biographical Memoir. Biographical Memoirs, vol.56, The National Academy Press, Washington, D.C., pp. 251- 282. Zeisel,H. (1985): Analysis of Nonexperimental Data. In: Zeisel, H.: Say it with Figures. New York: Harper & Row; pp. 143-165. Zeisel,H. (1985): Reason Analysis (Chapter 11 and 12). In: Zeisel, H.: Say it with Figures. New York: Harper & Row; pp. 166-215. Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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Assessment: Student participation: Students are expected to actively participate in class. Examination: An in-class written test administered in the last week of classes, with the possibility of revisions. Assessment note: Active participation and a high-quality (concise) presentation may improve the test result by one grade (excluding improvement from F to E). Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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JSM312 Electoral, Market, Media, and Social Research Syllabus WS 2026
Lecturer: Prof. PhDr. Hynek Jeřábek, CSc.; e-mail: hynek.jerabek@fsv.cuni.cz Consultation: Tuesday 17:00 - 18:00 C217 please, send me an e-mail before Next Lecturers: Mgr. Oliver Bittó ………….. IPSOS e-mail: oliver.bitto@ipsos.com Mgr. Dilnara Radjapova SC&C e-mail: dradjapova@scac.cz Bc. Filip Oliva SC&C e-mail: foliva@scac.cz RNDr. Pavel Ranocha, PhD. KANTAR e-mail: pavel.ranocha@kantar.com Michael Lee Smith, Ph.D. SoÚ AV e-mail: michael.smith@soc.cas.cz PhDr. Ing. Jiří Remr, PhD. FSV UK e-mail: jiri.remr@fsv.cuni.cz Consultation with other lecturers: please, contact lecturers first by an e-mail Duration: 2 lecture hour, 1 seminar hour per week Time and place: Tuesday 10:00 - 12:20 B228 Credits: 9 Prerequisites: None Attention! Classes start on September 29th 10:00!!
Short description: This course explores the foundations of social research by connecting the methodological principles of P. F. Lazarsfeld with the everyday reality of modern research. The main focus of the course is on how these academic theories actually work in the professional world today. Students will see how classic concepts like interpersonal communication and decision-making models have evolved into current tools used by experts to understand public opinion, electoral and consumer behaviour.
The curriculum is unique because half of the lectures are taught by guest speakers from leading research agencies like Kantar, IPSOS, and Nielsen. This gives students a direct look at how theoretical knowledge is applied to practical tasks, such as measuring TV audiences, conducting electoral polls, or managing field research via CATI and CAWI. By merging historical foundations with the hands-on experience of industry professionals, the course prepares students for the transition from academy to a career in social research.
The course is primarily intended for second-year master’s students specializing in “Applied Social Research and Its Methodology,” but is also recommended for master’s students in the SCM and SCS programmes and, if capacity allows, for students from other sociology specializations.
Contents: 29.9. Principles of Paul Lazarsfeld's Research Methodology 6.10. History of Market Research 13.10. Broken Sampling? How Agencies Fight for Reliable Data Today. 20.10. The Importance of Satisfied Employees and Customers for a Brand's Growth 27.10. History of Media and Communication Research Lecturer: Hynek Jeřábek 3.11. Current practice of TV audience measurement 10.11. Early History and Theory of Public Opinion and Electoral Research 24.11. Experience of Field Research (CATI, CAPI, CAWI) and Their Limits 1.12. Electoral Research: A Hands-on Experience 8.12. Advanced Practice in Solving New Situation in Sociological Research 15.12. Collaboration of Academic and Applied Social Research Assessment: Student participation: Students are expected to actively participate in class. Short seminar contribution: A 3–5 minute comment or note, based on a one-page outline submitted in advance, reflecting personal experience with one of the presented methodological segments. The date of the presentation depends on the selected topic (communication, market, social or public opinion, electoral, or mixed-methods research). Examination: An in-class written test administered in the last week of classes, with the possibility of revisions. AI use Policy in the Course: The students are grateful to be able to use generative Ais, but limited, only to use to help with finding sources or to correct spelling and grammar for an assignment. Students may decide not to use artificial intelligence tools or not to have their work processed by artificial intelligence, and such decisions is fully respected by lecturer. The use of generative artificial intelligence (AI) tools is permitted in this course only in supporting phases (e.g., research, search of sources, language correction). It is not permitted to use AI to create the main text, footnotes, conclusions, or arguments. Generative AI (e.g., ChatGPT and similar tools) may only be used as a supplementary means of searching for information/sources, not for creating required outputs. It is always necessary to state when and how AI was used. Copying AI-generated results in their literal or slightly modified form and presenting them as your own work is considered plagiarism. All uses of AI tools must be explicitly stated according to the guidelines set by FSV UK, and they must adhere to the broader ethical recommendations provided by Charles University.
Selected Literature for the first lecture: Jeřábek,H.: Paul Lazarsfeld’s Methodological Innovations and Their Importance Today. Next literature and presentations/texts lecturers will send to students during the semester (usually after the lecture).
Last update: Jeřábek Hynek, prof. PhDr., CSc. (10.09.2026)
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