ZUR135 Methods and techniques of media research

Faculty of Social Studies
Autumn 2009
Extent and Intensity
2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Renáta Sedláková, Ph.D. (lecturer)
Mgr. Jana Urbanovská, Ph.D. (assistant)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Timetable
each even Thursday 10:00–13:30 exP52
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
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 and qualitative research techniques (survey, content analysis, focus groups, semiotic and narrative 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. 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
  • 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. Inference analysis in media and communication research
  • 8. Workshop: discussion of the first part of students’ research projects
  • 9. Survey and construction of the questionnaire
  • 10. Content analysis: main aims, application, design and units of analysis
  • 11. Qualitative analysis of media content
  • 12. Qualitative audience research – focus groups, reception analysis, media ethnography
Literature
  • PUNCH, Keith. Základy kvantitativního šetření. Translated by Jan Hendl. Vydání první. Praha: Portál, 2008, 150 stran. ISBN 9788073673819. info
  • DAVIES, Máire Messenger and Nick MOSDELL. Practical research methods for media and cultural studies : making people count. Athens: University of Georgia Press, 2006, 202 s. ISBN 082032924X. info
  • SILVERMAN, David. Ako robiť kvalitatívny výskum : praktická príručka. Translated by Martin Štulrajter. Bratislava: Ikar, 2005, 327 s. ISBN 8055109044. info
  • HENDL, Jan. Kvalitativní výzkum : základní metody a aplikace. Vyd. 1. Praha: Portál, 2005, 407 s. ISBN 8073670402. info
  • HENDL, Jan. Přehled statistických metod zpracování dat :analýza a metaanalýza dat. Vyd. 1. Praha: Portál, 2004, 583 s. ISBN 8071788201. 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
  • 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
  • A handbook of qualitative methodologies for mass communication research. Edited by Klaus Jensen - Nicholas W. Jankowski. 1st pub. London: Routledge, 1991, xiv, 272. ISBN 0415054052. info
Assessment methods
Students must hand in three assignments during the course: a summary of a selected empirical study; first part of their own research project (topic, theoretical context, hypotheses); second part of the project (operationalization, methodology). A complete project is a precondition for a final exam (written test).
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
General note: Kurz je určen studentům, jejichž závěrečná práce bude empirického charakteru. Přednost mají studenti vyšších ročníků.
Information on course enrolment limitations: Kapacita kurzu je 40 osob. Absolutní přednost mají studenti 5. semestru specializace Mediální studia a to i v případě, že se přihlásí později než studenti jiných semestrů této specializace.
The course is also listed under the following terms Autumn 2006, Autumn 2007, Autumn 2008, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013.
  • Enrolment Statistics (Autumn 2009, recent)
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