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Lecturer(s)
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Peterová Věra, Mgr. Ph.D.
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Course content
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1. Course introduction, requirements. 2. Key areas of media communication research. Commercial versus academic research. 3. Structure of the research process (preparation, pilot study, preliminary research, implementation, conclusions, research subject) 4. Research units (selection of respondents, target population, sample, research unit, random selection, purposive selection, risks) 5. Ethnographic research (characteristics of ethnographic research, observation) 6. Media audience research I - quantitative approaches (survey, questionnaire, research procedure, sample design options, forms of questioning, advantages/disadvantages, practical applications). 7. Media Audience Research II - Qualitative Approaches (participant observation, qualitative interviews, their advantages and disadvantages) 8. Quantitative Analysis of Media Content I - Content Analysis (research procedure, sampling methods, coding manual, advantages/disadvantages, practical applications). 9. Quantitative Analysis of Media Content II - Hypotheses (role, characteristics, formulating hypotheses, variable, measure, sign, indicator, range of values, operationalization) 10. Qualitative Research on Media Content I - Linguistic Approaches to Content (semiotic analysis) 11. Qualitative Research on Media Content II - Linguistic Approaches to Content (discourse analysis, critical discourse analysis) 12. Qualitative Research on Media Content III - Other Approaches to Content Analysis (historical-comparative analysis; interpretive reading) 13. Research on message producers: individuals and media organizations (quantitative and qualitative methods for studying journalistic activity, research on media organizations; questionnaire surveys, participant observation, in-depth interviews).
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming)
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Learning outcomes
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The aim of the course is to build ability of quantitative reseach techniques and to learn student conduct own research in studied field.
Ability to conduct empirical research in studied field by quantitative research methods.
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Prerequisites
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Basic knowledge of methodology of social sciences, ability to read academic texts in English.
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Assessment methods and criteria
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Written exam
1. group presentation of selected research method 2. research project proposal (Thesis) and its defense 3. oral exam
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Recommended literature
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Adams, K. A., & Lawrence, E. K. Research methods, statistics, and applications.
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Berger, A. A. Media and communication research methods: an introduction to qualitative and quantitative approaches.
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Disman, M. 1993: Jak se vyrábí sociologická znalost. Praha: Karolinum..
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Fay. 2002: Současná filozofie sociálních věd. Praha: Slon..
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Fiske, J. Introduction to communication studies. London 1992.
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Gibson, B., & Hartman, J. Rediscovering grounded theory.
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Kerlinger, F. N. 1972: Základy výzkumu chování. Praha: Academia..
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Knapp, H. (2014). Introductory statistics using SPSS. Thousand Oaks, Calif.
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Margolis, E., & Pauwels, L. The SAGE handbook of visual research methods.
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Morgan, D. L. Integrating qualitative and quantitative methods: a pragmatic approach.
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Noelleová, E. Výzkum veřejného mínění. Úvod do metod demoskopie. Praha 1968.
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Popper, K. R. 1997: Logika vědeckého bádání. Praha: Oikoymenh. .
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Sedláková, R. Výzkum médií: nejužívanější metody a techniky. Praha: Grada. 2014..
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Trampota, T. - Vojtěchovská, M. 2010: Metody výzkumu médií. Praha: Portál..
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