Opinion Polls and Media Market Research
Code: 57214
ECTS: 5.0
Lecturers in charge: doc. dr. sc. Ivan Burić
Take exam: Studomat
English level:

1,1,0

In agreement with the students enrolled in the course, the lecturer will provide as many teaching elements in English as possible, or in both English and Croatian for mixed groups (i.e., bilingual teaching materials and bilingual exams). Level 2 also includes additional individual consultations with foreign students (as in Level 1) for the teaching elements which will be held in Croatian.
Load:

1. komponenta

Lecture typeTotal
Lectures 15
Seminar 15
* Load is given in academic hour (1 academic hour = 45 minutes)
Description:
The main objective of this course is to familiarize the students with the basics of the methodology of the public opinion and media market research, as well as the basic goals of using this type of research in business practice. In this way, we want to educate the students in how to properly devise, use and evaluate public opinion and media market polls. Accordingly, the course strives to ensure that the students are upon completion of their studies capable to use the market, media and public opinion research in concrete business practice, as important business tools in the context of reflexive business practices.
Literature:
  1. Lamza Posavec, Vesna (1995) Javno mnijenje: teorije i istraživanje. Zagreb: Alinea, str 7 - 67.
  2. Lamza Posavec, Vesna (2015). Mjerenje javnosti. Zagreb. Institut Ivo Pilar
    Mogućnost validacije predizbornih istraživanja javnog mnijenja, str. 13-32
    Pokušaj identificiranja vjerojatnih glasača, str 73-102.
    Izlazne ankete u svijetu i Hrvatskoj, 173-201.
    Utječu li rezultati predizbornih anketa na izborno ponašanje birača, str. 289-312
  3. Wimmer, R. D., Dominick, J. R. (2003), Mass Media Research. Belmont, CA: Wadsworthx.
    Poglavlje 13: Newspaper and Magazine Research, str. 339-349.
    Poglavlje 14: Research in the Electronic Media, str. 350-379.
    Poglavlje 15: Research in Advertising, str. 381-404.
    Poglavlje 16: Research in PR, str. 405-421.
  4. Šiber, Ivan (2003). Politički marketing. Zagreb: Politička kultura, str. 1-26, 43-61.
1. semester
KOM-dipl (5042): ODNOSI S JAVNOŠĆU - Mandatory studij - Communication Sciences
KOM-dipl (5043): ZNANSTVENO ISTRAŽIVANJE MASOVNIH KOMUNIKACIJA - Mandatory studij - Communication Sciences

2. semester Not active
KOM-dipl (5042): ODNOSI S JAVNOŠĆU - Mandatory studij - Communication Sciences
KOM-dipl (5043): ZNANSTVENO ISTRAŽIVANJE MASOVNIH KOMUNIKACIJA - Mandatory studij - Communication Sciences

3. semester
KOM-dipl (5042): ODNOSI S JAVNOŠĆU - Mandatory studij - Communication Sciences
KOM-dipl (5043): ZNANSTVENO ISTRAŽIVANJE MASOVNIH KOMUNIKACIJA - Mandatory studij - Communication Sciences
Consultations schedule:
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Hrvatski studiji Sveučilišta u Zagrebu pokrenuti su i ustrojeni 16. studenoga 1992., isprva samo kao dvosemestralni Sveučilišni komparativni studij hrvatske filozofije i društva. Taj je program potom preoblikovan u program redovitog četverogodišnjeg studija.

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