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
• E-Credits: 9
• Examination process: winter s.:written
• Hours per week, examination: winter s.:2/1, Ex [HT]
• Capacity: 30 / 30 (40)
• Min. number of students: unlimited
• 4EU+: no
• Virtual mobility / capacity: no
• State of the course: taught
• Language: English
• Teaching methods: full-time
• 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.
• Class: Courses not for incoming students

Syllabus

Last update: 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).