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Lecturer(s)
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Sedláková Renáta, doc. Ph.D.
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Course content
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The course aims to equip students with the fundamental knowledge required to conduct public opinion and marketing research. It introduces the various stages of preparing and evaluating quantitative questionnaire surveys, as well as qualitative methods for data collection and analysis. The course focuses on the practical aspects of audience reception research and the study of specific target groups. It provides students with the essential knowledge needed to write an empirical thesis and prepares them for independent empirical work in the field of communication studies. Emphasis is placed on the practical side of research and the application of specific procedures, highlighting the importance of the preparatory phase, the definition of objectives, the formulation of research questions, and the interconnectedness of the various stages of the research process. Practical experience in empirical work is gained through conducting a pilot research study and performing qualitative data collection and analysis. Course content: 1. Public opinion research vs. marketing research - similarities and differences 2. Qualitative vs. quantitative research methods 3. Preparing empirical research - from topic to problem; research objectives and formulating research questions; empirical research design 4. Research ethics 5. Target group, reducing the target population to a sample - representativeness 6. Qualitative data collection methods: in-depth interviews, focus groups, netnography, and participant recruitment 7. Qualitative data analysis methods - grounded theory 8. Qualitative data analysis methods - data coding and working with Atlas.ti software 9. Quantitative data collection methods - surveys (questionnaires), formulating questionnaire questions 10. Quantitative data analysis methods - descriptive and inferential statistics, analysis of aggregate data 11. Final research report - data interpretation, standards for tabular and graphical data presentation 12. Presentation and peer review of ongoing research projects
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Methods of Written Work, Activating (Simulations, Games, Dramatization)
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Learning outcomes
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To provide students with the knowledge needed to conduct research in the field of reception studies; - to teach students how to plan public opinion research; - to familiarize students with the preparation of research projects, as well as the processes of data collection, analysis, and interpretation (essential for conducting empirical master's theses); - to impart the knowledge necessary for writing an empirical master's thesis.
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Prerequisites
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unspecified
KMS/PEARK
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Assessment methods and criteria
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Written exam, Final project
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. 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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Recommended literature
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Sedláková, Renáta. Výzkum médií. 2014.
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