Předmět Electoral, Market, Media and Social Research: Paul Lazarsfeld's Methodology (JSM312)

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Sylabus

JSM312 Electoral, Market, Media and Social Research: Paul Lazarsfeld's Methodology Lecturer: Prof. PhDr. Hynek Jeřábek, CSc.Assistent: Dipl. Soz. Julia Haüberer, Ph.D. Semester: WinterDuration: 2 lecture hour, 1 seminar hour per weekTime and place: Tuesday 14:40-16:50 J 2019Credits: 9Prerequisites: NoneConsultations: Tuesday 13:00-14:00 J 3070Short description: Paul Lazarsfeld's research methodology integrated all fields of his research and investigations of his followers: electoral, market, media and social research. This course represents many Lazarsfeld's methodological principles, innovations, specific methods and instruments. Index construction and typological procedures; survey research, elaboration formula and principles of multivariate analysis; program analyzer and focused interview; content analysis; panel analysis; typology of voters and mechanisms of the election campaign; the study of the decision-making process in market and electoral behaviour; opinion leadership identification and measurement; interpersonal communication, personal influence and impersonal influence. The course is advisable for master degree students of all specializations of social science studies and is recommended for doctoral students.Contents: 1. Paul Lazarsfeld's life and work - fundamental role of his research methodology 2. First market, media and unemployment studies in Vienna. 3. Media research: statistical data, rating studies, secondary analysis and audience research. 4. Communications research: advertisement study, and propaganda research. 5. Typological procedures, concept of property space, operations of reduction, substruction and transformation.6. Survey research: elaboration formula and the principles of Paul Lazarsfeld's methodology of multivariate analysis. 7. Electoral research: index of political predisposition; panel analysis; typology of voters and mechanisms of the election campaign.8. The study of the decision-making processes in market and electoral behaviour. 9. Combination of analytical and qualitative methodology - Lazarsfeld's a Stanton's "program analyzer" and R.K.Metron's "focused interview" as predecessor of the "focus groups" methodology. 10. Opinion leadership measurement: P.Lazarsfeld, R.K.Merton, E.Noelle-Neumann and G.Weimann. 11. The influentials, personal influence and impersonal influence: (R.K.Merton, P.F.Lazarsfeld, Elihu Katz, Elisabeth Noelle-Neumann and Diana Mutz). Assessment: Student participation (25%): students are expected to actively participate in class. Short seminar presentation 25%): (10-15 min. length). The materials for seminar presentation - papers (in the sallabus). Examination: divided into a 15 minutes in-class written test (25%) and an 30 minutes in-class short essay (25%). The test and essay will be written in the last week of classes.Basic Literature:Jeřábek,H.: Paul Lazarsfeld's Research Methodology (Biography, Methods and Famous Projects). Praha, Karlova Univerzita 2006 Jeřábek,H. (2001a): Paul Lazarsfeld - The Founder of Modern Empirical Sociology: A Research Biography. International Journal of Public Opinion Research, 13 (2001), 3, pp. 229-244.Topics and special literature for seminar papers:1. Paul Lazarsfeld's life and work - fundamental role of his research methodology.Barton, A. (2001): Paul Lazarsfeld as institutional inventor. International Journal of Public Opinion Research, 13 (3): 245?269.Jeřábek,H. (2001a): Paul Lazarsfeld ? The Founder of Modern Empirical Sociology: A Research Biography. International Journal of Public Opinion Research, 13 (2001), 3, pp. 229-244.Sills, D.L.(1979a): ?Lazarsfeld, Paul F.? In: International Encyclopedia of the Social Sciences. Biographical Supplement. Vol.18. New York-London, Free Press, pp.411-427. Sills, D.L.(1987): ?Paul F. Lazarsfeld 1901-1976. A Biographical Memoir.? Biographical Memoirs, vol.56, The National Academy Press, Washington, D.C., pp. 251- 282.Merton,R.K.- Coleman,J.S. and Rossi,P.H. (eds.) (1979): Qualitative and Quantitative Social Research. Papers in Honor of Paul F. Lazarsfeld. New York, Free Press.Neurath,P. (1988a): Paul Lazarsfeld und die Institutionalisierung der empirischen Sozialforschung: Ausfuhr und Wiedereinfuhr einer Wiener Institution. In: Srubar, I. (ed.): Exil, Wissenschaft, Identitat. Die Emigration deutscher Sozialwissenschaftler 1933-1945. Frankfurt, Suhrkamp 1988, pp.67-105.2. First market, media and unemployment studies in Vienna. Jahoda,Marie - Lazarsfeld,P.F. and Zeisel,H. (1974) : Marienthal. The Study of Unemployed Community. London, Tavistock 1974.Jeřábek,H. (2002): Marienthal - The Beginnings of Lazarsfeld?s Empirical Sociology in Central Europe. (Research into a Community with high Unemployment.) Review of Sociology of the Hungarian Sociological Association, 8, (2002), 1, pp.113-137.Kornhauser,A.W. and Lazarsfeld,P.F.(1935): The Analysis of Consumer Actions. (reprinted version of: Kornhauser,A.W. and Lazarsfeld,P.F.: The Techniques of Market Research From the Standpoin of a Psychologist. New York, American Management Association 1935) In: Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. , Pp. 392 - 404.Lazarsfeld,P.F.(1959): Sociological Reflections on Business: Consumers and Managers. In: Dale-Haire and Lazarsfeld: Social Science Research on Business: Product and Potential. New York, Columbia University Press 1959, Pp. 101-155Mark,D. ed. (1996a): Paul Lazarsfelds Wiener RAVAG - Studie 1932 : Der Beginn der modernen Rundfungforschung. Wien, Guthmann-Peterson 1996.Neurath,P. (1996): Die methodische Bedeutung der RAVAG-Studie von Paul F.Lazarsfeld. In: Mark,D. ed. (1996a): Paul Lazarsfelds Wiener RAVAG - Studie 1932 : Der Beginn der modernen Rundfungforschung. Wien, Guthmann-Peterson 1996, pp. 11-26.Lazarsfeld,P.F.(1932a): ?Hörerbefragung der Ravag.? (manuscript 1932) In: Mark,D. ed.: Paul Lazarsfelds Wiener RAVAG - Studie 1932 : Der Beginn der modernen Rundfungforschung. Wien, Guthmann-Peterson 1996, pp. 27-66, číslováno a citováno str. 1 ? 40.3. Media research: statistical data, rating studies, secondary analysis and audience research.Lazarsfeld,P.F.(1940b) : Radio and the Printed Page. An Introduction to the Study of Radio and Its Role in the Communication of Ideas. New York, Duell,Sloan & Pearce 1940 cit. podle (reprint edition New York, Arno Press and The New York Times 1971) Lazarsfeld,P.F. and Stanton,F.N. eds. (1941): Radio Research 1941. New York, Duel,Sloan and Pearce 1941. Lazarsfeld,P.F. and RowenaWyant (1937): Magazines in 90 cities - Who reads what? Public Opinion Quarterly 1, 4, pp. 29 - 41.4. Communications research: advertisement study, and propaganda research.Lazarsfeld,P.F.: Evaluating the Effectiveness of Advertising by Direct Interviews. In: Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. , Pp. 411 - 419.Lazarsfeld,P.F. - Stanton,F.N. eds.(1944): Radio Research 1942 - 1943. New York, Duell, Sloan and Pearce 1944. Siepmann,Ch.A. (1944): American Radio in Wartime. In: Lazarsfeld-Stanton eds. 1944, pp.111-150.Speier,H.-Otis,Margaret (1944): German Radio Propaganda to France during the Battle of France. In: Lazarsfeld-Stanton eds. 1944, pp.208-247.5. Typological procedures, concept of property space, operations of reduction, substruction and transformation.Lazarsfeld,P.F.(1937): Some Remarks on the Typological Procedures in Social Research. Zeitschrift für Sozialforschung 6, 1, Pp. 119 - 1396. Survey research: elaboration formula and the principles of Paul Lazarsfeld's methodology of multivariate analysis.Jeřábek, H. - Chung, R. - Veisová, E.: How to use Paul Lazarsfeld?s Methodology for an Analysis of the September 11th on-line data. In: Proceedings of the WAPOR thematic seminar ?Quality Criteria in Survey Research IV?. 27.- 29.6. 2002, Cadenabbia, Italy, (20 pages)Lazarsfeld,P.F.: Interpretation of Statistical Relations as a Research Operation. In: Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. , Pp. 115 - 125.Lazarsfeld,P.F.-Kendal Patricia (1950): Problems of Survey Analysis. In: Merton-Lazarsfeld: Continuities in the Scope and Method of ?The American Soldier?. Glencoe, Ill., The Free Press 1974 (reprint)Zeisel,H. (1958): Elaboration Formula. In: Zeisel, H.: Say it with Figures. London, Routledge & Kegan Paul Ltd.7. Electoral research: index of political predisposition; panel analysis; typology of voters and mechanisms of the election campaign.Lazarsfeld,P.F., Berelson, B.R and Gaudet, Hazel (1944): The People?s Choice. How the Voter Makes Up His Mind in a Presidential Campaign. New York, Duel, Sloan and Pearce 1944.Lazarsfeld,P.- Fiske, Marjorie (1938) : The ?Panel? as a new tool for measuring opinion. Public Opinion Quarterly, 2, (1938), 4, pp.596-612.Lazarsfeld,P.F.- Rosenberg,M.-Thielens Jr,W. (1951): The Panel Study. In: Jahoda,Marie-Deutsch,M.-Cook,S.W. (eds.): Research Methods in Social Relations. New York, Dryden Press 1951, pp.587-609. Noelle-Neumann, Elisabeth (1990) : The People?s Choice - Revisted. In: Langenbucher,W.R. (Ed.) : Paul F. Lazarsfeld. Die Wiener Tradition der empirischen Sozial- und Kommunikationsforschung. München, Ölschläger Vrlg 1990, pp.147-155.8. The study of the decision-making processes in market and electoral behaviour.Kornhauser,A.W. and Lazarsfeld,P.F.(1955): The Analysis of Consumer Actions. In: Lazarsfeld,P.F. and Rosenberg,M. (eds.): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press , pp. 392 - 404.Lazarsfeld,P.F.(1935) : The Art of Asking Why. National Marketing Review, 1, Pp. xxx - yyy.Smith,E. and Suchman,E.: Do People Know Why They Buy? In: Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. , Pp. 404 - 411.Zeisel,H. (1958): Reason Analysis (Chapter 11 and 12). In: Zeisel, H.: Say it with Figures. London, Routledge & Kegan Paul Ltd., pp. 9. Combination of analytical and qualitative methodology - Lazarsfeld's a Stanton's "program analyzer" and R.K.Metron's "focused interview" as predecessor of the "focus groups" methodology.Cantril,H.- Gaudet, Hazel - Herzog, Herta (1940) : The Invasion from Mars. A Study in the Psychology of Panic. Princeton, New Jersey, Princeton University Press 1940.Herzog, Herta: Why did People Believe in the "Invasion from Mars"? In: Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. , Pp. 420 - 428.Merton, R.K., Fiske, Marjorie and Kendall, Patricia L. (1956): The Focused Interview. A Manual of Problems and Procedures. Glencoe, Illinois, The Free Press.Suchman, E.A. (1941): Invitation to Music. A Study of the Creation of New Music Listeners by the Radio. In: Lazarsfeld-Stanton eds.1941, pp.140 - 188.10. Opinion leadership measurement: P.Lazarsfeld, R.K.Merton, E.Noelle-Neumann and G.Weimann.Lazarsfeld,P.F., Berelson, B.R and Gaudet, Hazel (1944): The People?s Choice. How the Voter Makes Up His Mind in a Presidential Campaign. New York, Duel, Sloan and Pearce 1944.Merton,R.K. (1949): Patterns of Influence: A Study of Interpersonal Influence and of Commnunications Behavior in a Local Community. In: Lazarsfeld,P.F. - Stanton, F.N. eds.: Communications Research 1948 ? 1949. New York, Harper & Brothers 1949, pp.180-219.Noelle-Neumann: PS-Scale WAPORWeimann,G.(1991): The influentials: back to the concept of opinion leaders? Public Opinion Quarterly 55, 2, 267 - 279Weimann,G.(1994): The Influentials. People Who Influence People. Albany, State University of New York Press 1994.11. The Influentials, personal influence and impersonal influence: (R.K.Merton, P.F.Lazarsfeld, Elihu Katz, Elisabeth Noelle-Neumann and Diana Mutz).Merton,R.K. (1949): Patterns of Influence: A Study of Interpersonal Influence and of Commnunications Behavior in a Local Community. In: Lazarsfeld,P.F. - Stanton, F.N. eds.: Communications Research 1948 ? 1949. New York, Harper & Brothers 1949, pp.180-219.Katz,E. and Lazarsfeld,P.F. (1955): Personal Influence. The Part Played by People in the Flow of Mass Communications. Glencoe, Ill., The Free Press 1955. 1998 Mutz,Diana C.(1998): Impersonal Influence. How Perceptions of Mass Collectives Affect Political Attitudes. Cambridge, Cambridge University Press 1998 Noelle-Neumann, Elisabeth (1984): Spiral of Silence. Chicago, University of Chicago Press.Additional Literature:Berelson,B.R.-Lazarsfeld,P.F.-McPhee,W.N.(1954): Voting. A Study of Opinion Formation in a Presidential Campaign. Chicago-London, The University of Chicago Press 1954.Jeřábek,H. (2001b): Selected Bibliography of Paul Lazarsfeld?s Most Important Works. International Journal of Public Opinion Research, 13 (2001), 3, pp. 322-325.Lazarsfeld,P.F.(1973): Main Trends in Sociology. London, George Allen & Unwin 1973. (1.vyd. ?Sociology? In: Main Trends of Research in the Social and Human Sciences. Part 1, Social Sciences. Paris and The Hague, Mouton/UNESCO 1970, pp.61-165).Lazarsfeld,P.F. (1982b): The Varied Sociology of Paul F.Lazarsfeld. (Kendall,P.L. ed.) New York, Columbia University Press. Lazarsfeld P. F.(1993): On Social Research and its Language. (R.Boudon ed.) Chicago - London, The University of Chicago Press 1993.Lazarsfeld,P.F., Pasanella, Ann K. and Rosenberg, M. (eds.) (1972): Continuities in the Language of Social Research. New York, The Free Press 1972. Lazarsfeld,P.F. and Rosenberg,M. (eds.) (1955): The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955. Lazarsfeld,P.F. and Stanton,F.N. eds. (1949): Communications Research 1948 - 1949. New York, Harper & Brothers 1949.

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prof. PhDr. Hynek Jeřábek, CSc.

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prof. PhDr. Hynek Jeřábek, CSc.