The course aims to equip learners with the basic knowledge needed to conduct research investigations in the field of public opinion research and marketing research. The course introduces the various stages of preparing and evaluating a quantitative survey as well as qualitative data collection and analysis procedures. It focuses on the practical level of reception research and on the research of individual target groups. It provides students with the basic knowledge necessary to write an empirical final thesis and prepares them for independent empirical work in the field of study. Course content: 1. Public opinion research versus marketing research - what they have in common and how they differ 2. Qualitative versus quantitative research methods 3. Preparation of empirical research - from topic to problem; research objective and formulation of research questions; research ethics 4. Design of empirical research - from assignment to research strategy; preparation of the research project 5. Target group, reduction of target population to sample - representativeness 6. New data collection and analysis tools - digital humanities, neuromarketing, eye camera 7. Qualitative data collection methods: in-depth interview, focus group, netnography and participant recruitment 8. Qualitative data analysis practices - grounded theory 9. Qualitative data analysis procedures - data coding and working in Atlas.ti 10. Quantitative data collection procedures - survey research, formulating survey 11. Quantitative data analysis procedures - descriptive and inferential statistics, analysis of bulk data 12. Final research report - interpretation of data, elements of tabular and graphical display of data 13. Presentation and review of research projects in progress
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Students receive credit for 80% attendance and continuous fulfillment of course requirements during the semester: preparation of a research project and its presentation in class. The student is required to be continuously prepared for each class (seminars and webinars) during the semester. The final exam is in written form. Compulsory 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. Reccomended 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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