SOCIAL AND MARKET RESEARCH METHODS

Felice ADDEO SOCIAL AND MARKET RESEARCH METHODS

0323100006
DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
EQF7
CORPORATE COMMUNICATION AND MEDIA
2023/2024

YEAR OF COURSE 1
YEAR OF DIDACTIC SYSTEM 2017
AUTUMN SEMESTER
CFUHOURSACTIVITY
960LESSONS
Objectives
EDUCATIONAL AIMS
KNOWLEDGE AND UNDERSTANDING: KNOWING HOW TO CREATE A COMPLEX RESEARCH DESIGN CHOOSING THE BEST RESEARCH METHOD (QUANTITATIVE AND/OR QUALITATIVE) ACCORDING TO THE COGNITIVE GOALS; BEING ABLE TO CHOOSE THE MOST SUITABLE MULTIVARIATE TECHNIQUE; BEING ABLE TO READ AND INTERPRET CHARTS, CONTINGENCY TABLES, BIVARIATE COEFFICIENT; KNOWING HOW TO READ AND WRITE PAPERS OF RESEARCH CONDUCTED BOTH WITH ADVANCED STATISTICAL AND TEXTUAL DATA ANALYSIS TECHNIQUES; DEEPENING THEORETICAL AND EMPIRICAL SKILLS IN SOCIAL RESEARCH APPLIED TO COMMUNICATION PROCESSES REGARDING INDIVIDUALS, TEXTS AND OTHER SYMBOLIC SETS; AVOIDING COMMON MISTAKES AND DETECTING DISTORTED AND CAPTIOUS USES IN THE APPLICATION OF ADVANCED STATISTICAL AND TEXTUAL DATA ANALYSIS TECHNIQUES;

APPLYING KNOWLEDGE AND UNDERSTANDING: BEING ABLE TO CREATE AND DEVELOP A RESEARCH DESIGN USING ADVANCED STATISTICAL AND/OR TEXTUAL DATA ANALYSIS TECHNIQUES; CONDUCTING, TRANSCRIBING AND ANALYZING NON DIRECTIVE AND HERMENEUTICS INTERVIEW ; PERFORMING BIVARIATE DATA ANALYSIS; DESIGNING AND DEVELOPING RESEARCH ON COMMUNICATION PHENOMENA USING CONTENT ANALYSIS METHODS;

MAKING JUDGMENTS: TO BE ABLE TO USE CRITICALLY ADVANCED DATA AND TEXTUAL COLLECTION AND ANALYSIS TECHNIQUE; BEING ABLE TO DETECT MISUSES IN THE APPLICATION OF ADVANCED STATISTICAL AND TEXTUAL DATA ANALYSIS TECHNIQUES;

COMMUNICATION: LEARNING HOW TO WRITE A METICULOUS AND WELL-DOCUMENTED RESEARCH PAPER; AVOIDING COMMON MISTAKES AND DETECTING DISTORTED AND CAPTIOUS USES IN COMMUNICATING RESULTS OF RESEARCHES CONDUCTED BOTH WITH STANDARD (QUANTITATIVE) AND NON STANDARD (QUALITATIVE) APPROACHES;

LIFELONG LEARNING SKILLS: ACQUIRING METHODOLOGICAL KNOWLEDGE AND SKILLS IN ORDER TO PERFORM CORRECTLY AND CRITICALLY ADVANCED DATA AND TEXTUAL COLLECTION AND ANALYSIS TECHNIQUE, AVOIDING TOO NAÏVE INTERPRETATIONS OF TABLES, GRAPHS AND RESEARCH REPORTS.
Prerequisites
BASIC KNOWLEDGE OF MAIN SOCIAL RESEARCH EPISTEMOLOGICAL POSITIONS; BASIC KNOWLEDGE OF UNIVARIATE AND BIVARIATE STATISTICS (QUANTITATIVE RESEARCH SECTION); BASIC KNOWLEDGE OF QUALITATIVE RESEARCH METHOD.
Contents
ANALYZING RELATIONSHIPS AMONG VARIABLES;
BIVARIATE DATA ANALYSIS: CREATING CONTINGENCY TABLES, ANALYZING MAIN BIVARIATE STATISTICAL COEFFICIENTS;
MULTIVARIATE ANALYSIS: FACTOR ANALYSIS, MULTIPLE CORRESPONDENCE ANALYSIS, CLUSTER ANALYSIS;
THE ORIGINS OF CONTENT ANALYSIS IN SOCIAL RESEARCH;
QUANTITATIVE CONTENT ANALYSIS;
CONTENT ANALYSIS;
VALIDITY AND RELIABILITY IN CONTENT ANALYSIS;
NON-DIRECTIVE AND HERMENEUTICS INTERVIEW: TRANSCRIPTION AND ANALYSIS;
CONTROLLING INTERPRETATION OF NON-DIRECTIVE AND HERMENEUTICS INTERVIEW: CONFORMITY, CONGRUENCE, AND ADEQUACY;
COMMUNICATION OF RESEARCH RESULTS: AVOIDING COMMON MISTAKES AND DETECTING DISTORTED AND CAPTIOUS USES OF RESEARCH TECHNIQUES.
Teaching Methods
LECTURES (ACADEMIC TAUGHT LESSONS) AND PRACTICE SESSIONS ON COURSE TOPICS. PRACTICE SESSIONS RESULTS ARE NOT TAKEN INTO ACCOUNT IN THE FINAL EXAMINATION.
Verification of learning
EXAMINATION WILL BE WRITTEN AND ORAL ASSESSMENT.
WRITTEN TEST, CONSISTING OF 7 OPEN MANDATORY QUESTIONS AND TWO OPTIONAL QUESTIONS, AIMS TO EVALUATE HOW STUDENTS HAVE UNDERSTOOD THE CORE CONCEPTS OF THE COURSE AND, ABOVE AL,L HOW WELL THEY ARE ABLE TO APPLY THE LEARNED METHODOLOGICAL AND TECHNICAL KNOWLEDGE IN A CONCRETE WAY.
ORAL TEST’S GOALS ARE TO TEST THE DEGREE OF LEARNING AND KNOWLEDGE OF THE SUBJECTS OF THE COURSE; IT ALSO AIMS AT HOW STUDENTS HAVE DEVELOPED AUTONOMY OF JUDGMENT AND CRITICAL ABILITY IN RELATION TO SPECIFIC SITUATIONS WHERE METHODOLOGICAL EXPERTISE IS REQUIRED.
THE OVERALL GRADE IS CALCULATED EVALUATING THE RESULTS OF BOTH WRITTEN AND ORAL ASSESSMENTS.
Texts
G. DI FRANCO, EDS: ESPLORARE, DESCRIVERE E SINTETIZZARE I DATI. GUIDA PRATICA ALL'ANALISI DEI DATI NELLA RICERCA SOCIALE, FRANCOANGELI, MILANO 2005.
D. HUFF, MENTIRE CON LE STATISTICHE, MONTI E AMBROSINI, 2007.
G. LOSITO, L’ANALISI DEL CONTENUTO NELLA RICERCA SOCIALE, FRANCO ANGELI (COLLANA DI METODOLOGIA DELLE SCIENZE UMANE), MILANO 1993.
P. DIANA E P. MONTESPERELLI, ANALIZZARE LE INTERVISTE ERMENEUTICHE, CAROCCI, ROMA, 2005.
L'ETNOGRAFIA DIGITALE: PRINCIPI, PRATICHE ED ESPERIENZE DI RICERCA, LIBRERIAUNIVERSITARIA.IT, PADOVA.
FACOLTATIVO:

F. ADDEO E P. MONTESPERELLI, ESPERIENZE DI ANALISI DI INTERVISTE NON DIRETTIVE, ARACNE, ROMA, 2007.
Lessons Timetable

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