ZUR559 Methods and technigues of media research

Faculty of Social Studies
Spring 2015
Extent and Intensity
2/0. 6 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. et Mgr. Marína Urbániková, Ph.D. (lecturer)
Mgr. Jana Ježková (assistant)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Mon 13:30–15:00 AVC
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to introduce the students into essential methodological foundations of media and communication research, as well as with selected quantitative research techniques (survey, content analysis etc.). After a brief introduction into the epistemology of social science research, the course will lead the students step-by-step through the preparatory phases of the research process – selection of research topic, construction of research questions and hypotheses, operationalization. Specific attention will be devoted to sampling issues and the problems of representativity. The course also includes an introduction into descriptive and inferential statistics and into data analysis in SPSS program. As their main assignment, students will be preparing their own research project, which will be discussed within two practical workshops during the course.
Syllabus
  • 1. Introduction; structure and requirements. What can be expected from research methodology? Media studies as a scientific discipline. 2. Epistemology of media and communication research; basic social science paradigms 3. Logic of social science research; purpose of research; basic research strategies 4. Design of empirical research I (from research topic to hypotheses) 5. Design of empirical research II (operationalization) 6. Sampling techniques, validity and reliability 7. Workshop I.: discussion of the first part of students’ research projects 8. Survey I.: construction of the questionnaire 9. Survey II.: construction of the questionnaire 10. Content analysis: definition, main aims, application 11. Content analysis: validity, reliability, outputs, practical examples 12. Free week (no lecture/tutorials; homework: research projects finalization) 13. Workshop II.: discussion of students’ research projects
Literature
  • Constructing social research : the unity and diversity of method. Edited by Charles C. Ragin - Lisa M. Amoroso. 2nd ed. Los Angeles: SAGE Publications, 2011, xii, 235. ISBN 9781412960182. info
  • NORUŠIS, M. J. PASW statistics 18 : statistical procedures companion. Upper Saddle River: Prentice Hall, 2009, 630 s. ISBN 9780321673367. info
  • PUNCH, Keith. Základy kvantitativního šetření. Translated by Jan Hendl. Vyd. 1. Praha: Portál, 2008, 150 s. ISBN 9788073673819. info
  • Practical research methods for media and cultural studies : making people count. Edited by Máire Messenger Davies - Nick Mosdell. Athens: University of Georgia Press, 2006, 202 s. ISBN 082032924X. URL info
  • KRIPPENDORFF, Klaus. Content analysis : an introduction to its methodology. 2nd ed. Thousand Oaks: Sage, 2004, xxiii, 413. ISBN 9780761915454. info
  • HENDL, Jan. Přehled statistických metod zpracování dat :analýza a metaanalýza dat. Vyd. 1. Praha: Portál, 2004, 583 s. ISBN 8071788201. info
  • CRESWELL, John W. Research design : qualitative, quantitative, and mixed methods approaches. 2nd ed. Thousand Oaks, Calif.: Sage Publications, 2003, xxvi, 246. ISBN 0761924426. info
  • A handbook of media and communication research : qualitative and quantitative methodologies. Edited by Klaus Jensen. 1st pub. London: Routledge, 2002, x, 332. ISBN 0415225884. info
  • NEUENDORF, Kimberly A. The content analysis guidebook. Thousand Oaks: SAGE Publications, 2002, xviii, 301. ISBN 0761919783. info
  • BABBIE, Earl R. The practice of social research. 9th ed. Belmont: Wadsworth, 2001, 1 sv. (rů. ISBN 0-534-57474-2. info
  • BLAIKIE, Norman W. H. Designing social research : the logic of anticipation. 1st pub. Cambridge: Polity Press, 2000, xiv, 338. ISBN 0745617670. info
  • Jak se vyrábí sociologická znalost :příručka pro uživatele. Edited by Miroslav Disman. 3. vyd. Praha: Karolinum, 2000, 374 s. ISBN 978-80-246-0139-7. info
  • GUNTER, Barrie. Media research methods : measuring audiences, reactions and impact. 1st pub. London: SAGE Publications, 2000, 314 s. ISBN 076195659X. info
  • VAUS, D.A. de. Surveys in social research. 4th ed. London: UCL press, 1998, xii, 411 s. ISBN 1-85728-542-5. info
Teaching methods
Lectures combined with practical examples of mass media research; tutorials aimed at statistical data analysis
Assessment methods
Students have to pass two written tests and hand in two assignments during the course: first part of their own research project (topic, theoretical context, hypotheses); second part of the project (operationalization, methodology).
Language of instruction
Czech
The course is also listed under the following terms Autumn 2007, Autumn 2008, Spring 2009, Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2016, Spring 2017, Spring 2018, Spring 2019.
  • Enrolment Statistics (Spring 2015, recent)
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