This course aims to equip students with the foundational knowledge required to conduct research in the fields of public opinion and marketing studies. The course covers both the preparation and evaluation of quantitative questionnaire surveys, as well as qualitative data collection and analysis methods. It focuses on the practical aspects of reception research and research on specific target groups. The course provides students with essential knowledge for writing an empirical master?s thesis and prepares them for independent empirical work in their field. Course content: Public opinion research vs. marketing research ? similarities and differences Qualitative vs. quantitative research methods Preparing empirical research ? from topic to problem; research objectives and formulation of research questions; research ethics Empirical research design ? from assignment to research strategy proposal; preparation of a research project Target group, reduction of target population to a sample ? representativeness New data collection and analysis tools ? digital humanities, neuromarketing, eye-tracking Qualitative data collection methods: in-depth interviews, focus groups, netnography, and participant recruitment Qualitative data analysis methods ? grounded theory Qualitative data analysis methods ? coding and working in Atlas.ti Quantitative data collection methods ? survey design and questionnaire formulation Quantitative data analysis methods ? descriptive and inferential statistics, analysis of large datasets Final research report ? data interpretation, requirements for tabular and graphical data presentation Presentation and defense of developed research projects
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Course credit requirements: Students earn credit by attending at least 80% of classes and continuously fulfilling course requirements during the semester, including preparation of a research project and its presentation in class. Students are expected to be prepared for each seminar session throughout the semester. The final exam is written. Required reading: GUILLEMIN, Marilys a GILLAM, Lynn. Etika, reflexivita a "eticky důležité okamžiky" ve výzkumu. Biograf: Časopis pro kvalitní výzkum. Č. 35, 47 odst. Dostupné z: http://www.biograf.org/texten.html?id=567. DISMAN, Miroslav. Jak se vyrábí sociologická znalost. Praha: Karolinum, 1993. ISBN 978-80-246-1966-8. KOZINETS, Robert. Netnography: doing ethnographic research online. Los Angeles: SAGE, 2010. ISBN 978-1-84860-645-6. KREJČÍ, Jindřich (ed.) Kvalita výzkumů volebních preferencí. Praha: Sociologický ústav AV ČR, 2004. ISBN 978-80-210-9636-3. NOELL-NEUMANNOVÁ, Elisabeth. Výzkum veřejného mínění. Praha: MF, 1968. NOVOTNÁ, Hedvika; ŠPAČEK, Ondřej; ŠŤOVÍČKOVÁ JANTULOVÁ, Magdaléna. (Eds.) Metody výzkumu ve společenských vědách. Praha: FHS UK, 2019. ISBN 978-80-7571-3. PUNCH, Keith, F. Základy kvantitativního šetření. Praha: Portál, 2008. ISBN 978-80-7367-381-9. Recommended reading: KUCKARZ, Udo a RADIKER, Stefan. Qualitative Content Analysis: Methods, Practice and Software. London: Sage, 2023. ISBN 978-1529609141. SALMONS, Janet. Qualitative online interviews: strategies, design, and skills. London: Sage, 2014. ISBN 978-1483332673. SILVERMAN, D. A very short, fairly interesting and reasonably cheap book about qualitative research. London: Sage, 2013. ISBN 978-1412945967.
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