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).