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Lecturer(s)
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Holešovský Tomáš, Mgr.
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Peterová Věra, Mgr. Ph.D.
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Course content
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1. Definition of quantitative research. Types of research based on various criteria: 2. Research phases: preparation; implementation; conclusion. 3. Research strategies from the researcher's perspective and the client's perspective (principles of mutual communication). 4. Validity and reliability of quantitative research. Ethical issues in research. 5. Research project: Types of sociological research projects. Structure of a research project. 6. Research topic and problem. Research objective. Hypotheses. Operationalization. 7. Questionnaire. Interview. Comparison of interviews and questionnaires. Observation and experiment. 8. Document analysis. Content analysis. 9. Issues in public opinion research. Specific research areas: Election research. Media impact research, consumer and market research. Exhaustive and sample surveys. 10. Preparation of data for processing and research processing. 11. Design and implementation of collective research 12. Collective research: data collection, data processing, 13. Collective research: statistical analysis, data interpretation.
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming), Training in job and motor Skils, Activating (Simulations, Games, Dramatization), Group work
- Homework for Teaching
- 50 hours per semester
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Learning outcomes
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The aim of the course is to introduce students to the basic approaches in quantitative research. Focus is placed on developing the ability to conduct independent empirical research in the field of study, acquiring basic knowledge of quantitative approaches used in media studies, and gaining the ability to apply them. The course includes the implementation of a research project using the analytical approaches with which students have become familiar.
Students will acquire the skills to analyze the media environment using quantitative research methods, particularly in the area of content analysis, and will be familiar with the competitive landscape of commissioning media content analyses in both commercial and public service contexts.
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Prerequisites
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Basic understanding of the media landscape, ability to define quantitative research and its principles.
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Assessment methods and criteria
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Mark, Student performance, Seminar Work
Active involvement in seminars Ongoing team collaboration on assigned tasks Preparation and presentation of a research project at the end of the semester
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Recommended literature
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Krippendorff Klaus. (2004). Content analysis: An introduction to its methodology. USA.
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Sedláková Renata. (2015). Výzkum médií - Nejužívanější metody a techniky. Praha.
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