Aug 14, 2020   7:38 a.m.      Mojmír        
University information system

Course syllabus BMMM20250 - Public Opinion (FM - WS 2019/2020)

     Information sheet          

     Slovak          English          

Pan-european University
Course unit code:
Course unit title:
Public Opinion
Planned learning activities and teaching methods:
lecture2 hours weekly / 24 hours per semester of study (on-site method)

Credits allocated:
Recommended semester/trimester:
Media studies, 1st semester
Level of study:
Prerequisites for registration:
Assessment methods:
Conditions for passing the course:
- Participation in lectures (80%).
- Passing the final test.
- Submitting a draft of questionnaire.

Conditions for passing the course for IŠP:
- 30% participation.
- Consultation with a teacher.
- Submitting a draft of questionnaire.
Learning outcomes of the course unit:
The course "Public Opinion" is a comprehensive course of social research methodology that enables students to understand all dimensions of public opinion research. The course aims to inform students with basic methodical concepts, terminology, and research strategies and methods in social sciences. During the course the students will get acquainted with the form and role of the research project, which they will create at the end of the course in the form of a questionnaire, semi-structured interview, or observation plan.
Course contents:
1. Seminar:
Introduction into the research of social reality.
Methods of examining social reality.
Social phenomenon.

2. Seminar:
Research and its practical use.
Research functions.

3. Seminar:
Paradigms of social research.
Need for research on social phenomena as a consequence of changes in society.

4. Seminar:
Types of opinion polls.
Qualitative and quantitative approaches.

5. Seminar:
Mistakes and misleading actions in research activity.
Qualitative research - advantages and disadvantages.

6. Seminar:
Qualitative research: Focus groups, In-depth interviews /Structured, Unstructured/, Biographical Method, Oral History, Observation, Experiment, Content Analysis, Timeframe analysis, Discursive analysis

7. Seminar:
Quantitative research - creation of research strategy.
Sample Selections - Probable (Random Selection, Simple Random Selection, Stratified Random Selection, Dumb Selection), and Unlikely (Comfortable Selection, Quotation, Dimensional Selection, Selective Selection, Collecting Selection)

8. Seminar:
Constructing a questionnaire.
Formulating a questionnaire.
Types of questions.
The characters used in the questionnaire.

9. Seminar:
Types of questionnaire research (Interview by an interviewer, Questionnaire filled in bulk, Postal poll, Telephone interview).
Examination of attitudes (Scaling techniques, Bogardus scale, Thurstone scale, Likert scale
Guttman scale, Semantic differential, Leakage response analysis).
Multivariate Analysis (Use of Factor Analysis to Verify Multi-Structure Posture,
Analysis of Latent Structure, Utilization of Multivariate Classification and Multivariate Nominal Analysis in Attitudinal Studies, Technique of Causal Relationship Demonstration, Model MIMIC)

10. Seminar:
Indirect Positioning Techniques.
Physiological methods of posture detection.
Construction of social reality.

11. Seminar:
Interpretation of research results.
Ethics of researcher work.

12. Seminar:
Marketing research.
Consumer research.
Recommended or required reading:
Language of instruction: Slovak
Courses evaluation:
Assessed students in total: 50

48,0 %
12,0 %
24,0 %
8,0 %
8,0 %
0 %
Name of lecturer(s):
doc. PhDr. Michal Vašečka, Ph.D. (examiner, instructor, lecturer, person responsible for course)
Last modification: 30. 3. 2020
Supervisor: doc. PhDr. Michal Vašečka, Ph.D.

Last modification made by Mgr. Jozef Sisák on 03/30/2020.

Type of output: