Sylabus
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. Survey research: elaboration formula and the principles of Paul Lazarsfeld's methodology of multivariate analysis.
6. Electoral research: index of political predisposition; panel analysis; typology of voters and mechanisms of the election campaign.
7. Reason Analysis: the study of the decision-making processes - principles, procedure, results and applications..
8. Application of quantitative and qualitative methods in Marienthal Study.
9. Combination of analytical and qualitative methodology - "program analyzer" and "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 Personality Strength Scale: (R.K.Merton, E.Katz, G.Weimann).
12. Model of firehouse research and current application in 11th September online communication research.
Anotace
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.