The course aims to provide students with a general understanding of social research focusing on the technological and social transformations that impact the citizen/consumer.
The purpose of the course is to introduce the main methods and main qualitative and quantitative research techniques for the understanding, analysis and implementation of socio-economic research, with particular reference to the analysis techniques carried out using digital methods.
In particular, the course will illustrate:
- Quantitative research: questionnaire creation; methodologies for carrying out the interview (C.A.TI. Computer-Assisted Telephone Interviewing; C.A.W.I. Computer-Assisted Web Interviewing; C.A.M.I. Computer-Assisted Mobile Interviewing; C.A.P.I. Computer-Assisted Personal Interviewing); the digital methods approach;
- Qualitative research: focus groups; the in-depth interviews; digital ethnography.
From the theoretical point of view, the course will also provide the necessary skills to analyze the changes in society and in particular of final consumers, decision makers and opinion leaders.
The theoretical approach will address the following issues:
- Relationship between media and social construction of reality;
- Theory of public opinion;
- Citizen / consumer empowerment in web 2.0.
Knowledge of the methodologies and techniques related to media consumption represents a significant contribution to the student's autonomy of judgment and in particular to his ability to assess the impact of products on the market and on socio-economic dynamics.
The course will make use of practical examples which will provide to the student a critical perspective, and at the end of the course he/she will be in possession of an appropriate technical language. At the end of the course students will be able to critically relate to analyses and research published in the main media and social networks.
The purpose of the course is to introduce the main methods and main qualitative and quantitative research techniques for the understanding, analysis and implementation of socio-economic research, with particular reference to the analysis techniques carried out using digital methods.
In particular, the course will illustrate:
- Quantitative research: questionnaire creation; methodologies for carrying out the interview (C.A.TI. Computer-Assisted Telephone Interviewing; C.A.W.I. Computer-Assisted Web Interviewing; C.A.M.I. Computer-Assisted Mobile Interviewing; C.A.P.I. Computer-Assisted Personal Interviewing); the digital methods approach;
- Qualitative research: focus groups; the in-depth interviews; digital ethnography.
From the theoretical point of view, the course will also provide the necessary skills to analyze the changes in society and in particular of final consumers, decision makers and opinion leaders.
The theoretical approach will address the following issues:
- Relationship between media and social construction of reality;
- Theory of public opinion;
- Citizen / consumer empowerment in web 2.0.
Knowledge of the methodologies and techniques related to media consumption represents a significant contribution to the student's autonomy of judgment and in particular to his ability to assess the impact of products on the market and on socio-economic dynamics.
The course will make use of practical examples which will provide to the student a critical perspective, and at the end of the course he/she will be in possession of an appropriate technical language. At the end of the course students will be able to critically relate to analyses and research published in the main media and social networks.
teacher profile teaching materials
The course, is structured into 12 lessons of 3 hours each, for a total of about 36 hours. Each lesson combines theoretical and practical aspects, with real examples, critical discussions, and exercises to develop independent judgment and technical language. The lessons integrate technological transformations (e.g., digital methods, AI, web 2.0) and social changes, focusing on quali-quantitative methods for socio-economic research. Required readings are drawn from the manual; in-depth boxes will be used for practical cases. Evaluation: participation (20%), practical exercises (30%), final exam (50%).
Lesson 1: Introduction to Social, Opinion, and Market Research
• Main Contents: Nature, role, and evolution of socio-cultural research; strategic functions and objectives of opinion and market research; technological and social transformations affecting the citizen/consumer (e.g., impact of web 2.0 on empowerment).
• Theoretical Aspects: Basic concepts of objectivity, biases, and sociological imagination.
• Practical Aspects: Discussion on examples of “well-done” vs. failed research.
• Readings: Chapter 1 (pp. 2-39); Box 4 (Citizen science and co-creation).
• Objectives: Provide a general understanding of social research and introduce societal changes.
Lesson 2: History of Demoscopic Research
• Main Contents: Historical evolution from the first straw polls (1824) to modern surveys; historical errors (e.g., Literary Digest 1936, Dewey-Truman 1948); development in Italy and transition to digital tools.
• Theoretical Aspects: Democratization of public opinion through surveys.
• Practical Aspects: Critical analysis of historical cases to evaluate impact on media and society.
• Readings: Chapter 2 (pp. 42-61).
• Objectives: Contextualize the evolution of research and introduce public opinion theory.
Lesson 3: Qualitative and Quantitative Domains: Epistemological Foundations
• Main Contents: Comparison between qualitative domain (understanding meanings) and quantitative domain (measurement and prediction); mixed methods and data triangulation.
• Theoretical Aspects: Methodological evolution and implications for socio-economic analysis.
• Practical Aspects: Exercises on method selection based on scenarios (e.g., 2025 trends with AI).
• Readings: Chapter 3 (pp. 66-87); Box 1 (Predictive surveys and generative AI), Box 5 (Semantic analysis and sentiment analysis).
• Objectives: Introduce main quali-quantitative methods and the integrated approach.
Lesson 4: Quantitative Methodologies: Questionnaires and Assisted Interviews
• Main Contents: Questionnaire creation; interview methodologies (CATI, CAWI, CAMI, CAPI); digital methods approach for socio-economic research.
• Theoretical Aspects: Measurement of public opinion and algorithmic biases.
• Practical Aspects: Practical exercise on designing a digital questionnaire.
• Readings: Chapter 3 (sections 3.3, 3.6-3.8, pp. 73-83); Chapter 4 (section 4.3, p. 107); Box 8 (AI Chatbots for surveys), Box 9 (Online panels).
• Objectives: Acquire skills in conducting quantitative research with a digital focus.
Lesson 5: Qualitative Methodologies: Focus Groups and In-Depth Interviews
• Main Contents: Focus groups, in-depth interviews; digital ethnography to understand media consumption and socio-economic dynamics.
• Theoretical Aspects: Subjective meanings and social construction of reality.
• Practical Aspects: Simulation of an online focus group with examples from web 2.0.
• Readings: Chapter 3 (sections 3.2, 3.6-3.8, pp. 70-83); Box 12 (Mobile ethnography).
• Objectives: Develop qualitative techniques to analyze changes in consumers and opinion leaders.
Lesson 6: Phases of Demoscopic Research
• Main Contents: Problem definition, methodological design, data collection and analysis, results presentation; exit polls, electoral projections, and pre-electoral surveys.
• Theoretical Aspects: Dynamic interaction between research and public opinion.
• Practical Aspects: Case study on a complete research project, with critical evaluation.
• Readings: Chapter 5 (pp. 118-135).
• Objectives: Understand the full cycle of a socio-economic research project.
Lesson 7: Demoscopic Research, Media, and Reality Construction
• Main Contents: Circular relationship between research and media; media as constructors of reality; UGC (User-Generated Content) and digital questionnaires.
• Theoretical Aspects: Public opinion theory and empowerment in web 2.0.
• Practical Aspects: Analysis of research published on social networks and media.
• Readings: Chapter 6 (pp. 139-151); Box 6 (Gamification and digital engagement).
• Objectives: Analyze the relationship between media and social construction of reality.
Lesson 8: Public Opinion, Leadership, and Trust in the Country System
• Main Contents: Dynamics of Italian public opinion; perceived leadership and trust in the Country; citizen/consumer empowerment.
• Theoretical Aspects: Societal changes and role of decision makers/opinion leaders.
• Practical Aspects: Discussion on current cases (e.g., impact of web 2.0 on media consumption).
• Readings: Chapter 7 (pp. 157-163).
• Objectives: Provide knowledge to analyze changes in society and consumers.
Lesson 9: Data Analysis and Advanced Visualization
• Main Contents: Fundamentals of data visualization; tools for data storytelling; applications in opinion and market research.
• Theoretical Aspects: Analysis principles to evaluate socio-economic impacts.
• Practical Aspects: Exercise with digital tools to visualize data from a survey.
• Readings: Chapter 8 (pp. 168-178); Box 3 (Immersive research and augmented reality).
• Objectives: Acquire a critical perspective on data analysis and visualizations.
Lesson 10: Project Management and International Research
• Main Contents: Project planning, budgeting, team coordination; tool adaptation for cross-cultural research and multicultural sampling.
• Theoretical Aspects: Comparative analysis and global challenges.
• Practical Aspects: Simulation of managing an international project.
• Readings: Chapter 9 (pp. 180-187); Chapter 10 (pp. 188-193); Box 7 (Cross-cultural research).
• Objectives: Manage research projects with a focus on multicultural contexts.
Lesson 11: Respondent Psychology, Cognitive Biases, and Regulations
• Main Contents: Cognitive biases and response psychology; mitigation strategies; data protection, deontological codes, and results dissemination.
• Theoretical Aspects: Ethical implications in web 2.0 and media.
• Practical Aspects: Analysis of biases in real examples and ethical discussion.
• Readings: Chapter 11 (pp. 198-203); Chapter 12 (pp. 207-212); Box 2 (Blockchain for transparency).
• Objectives: Develop independence in evaluating biases and regulations in research.
Lesson 12: Reading Strategies, Consulting, and Practical Applications
• Main Contents: Strategic reading of results; scenario building and client presentation; role of the researcher-consultant; errors to avoid.
• Theoretical Aspects: Impact on socio-economic dynamics and markets.
• Practical Aspects: Presentation of a final project with examples from boxes (e.g., AI, ethnography).
• Readings: Chapter 13 (pp. 216-224); Boxes 10-11 (Online panel metrics, AI chatbot architectures).
• Objectives: Integrate knowledge to critically engage with published research and consultations.
Mutuazione: 20710611 STRATEGIE DELLE RICERCHE DI OPINIONE E DI MERCATO - LM in Informazione, editoria, giornalismo LM-19 R BALDASSARI ROBERTO
Programme
The course, is structured into 12 lessons of 3 hours each, for a total of about 36 hours. Each lesson combines theoretical and practical aspects, with real examples, critical discussions, and exercises to develop independent judgment and technical language. The lessons integrate technological transformations (e.g., digital methods, AI, web 2.0) and social changes, focusing on quali-quantitative methods for socio-economic research. Required readings are drawn from the manual; in-depth boxes will be used for practical cases. Evaluation: participation (20%), practical exercises (30%), final exam (50%).
Lesson 1: Introduction to Social, Opinion, and Market Research
• Main Contents: Nature, role, and evolution of socio-cultural research; strategic functions and objectives of opinion and market research; technological and social transformations affecting the citizen/consumer (e.g., impact of web 2.0 on empowerment).
• Theoretical Aspects: Basic concepts of objectivity, biases, and sociological imagination.
• Practical Aspects: Discussion on examples of “well-done” vs. failed research.
• Readings: Chapter 1 (pp. 2-39); Box 4 (Citizen science and co-creation).
• Objectives: Provide a general understanding of social research and introduce societal changes.
Lesson 2: History of Demoscopic Research
• Main Contents: Historical evolution from the first straw polls (1824) to modern surveys; historical errors (e.g., Literary Digest 1936, Dewey-Truman 1948); development in Italy and transition to digital tools.
• Theoretical Aspects: Democratization of public opinion through surveys.
• Practical Aspects: Critical analysis of historical cases to evaluate impact on media and society.
• Readings: Chapter 2 (pp. 42-61).
• Objectives: Contextualize the evolution of research and introduce public opinion theory.
Lesson 3: Qualitative and Quantitative Domains: Epistemological Foundations
• Main Contents: Comparison between qualitative domain (understanding meanings) and quantitative domain (measurement and prediction); mixed methods and data triangulation.
• Theoretical Aspects: Methodological evolution and implications for socio-economic analysis.
• Practical Aspects: Exercises on method selection based on scenarios (e.g., 2025 trends with AI).
• Readings: Chapter 3 (pp. 66-87); Box 1 (Predictive surveys and generative AI), Box 5 (Semantic analysis and sentiment analysis).
• Objectives: Introduce main quali-quantitative methods and the integrated approach.
Lesson 4: Quantitative Methodologies: Questionnaires and Assisted Interviews
• Main Contents: Questionnaire creation; interview methodologies (CATI, CAWI, CAMI, CAPI); digital methods approach for socio-economic research.
• Theoretical Aspects: Measurement of public opinion and algorithmic biases.
• Practical Aspects: Practical exercise on designing a digital questionnaire.
• Readings: Chapter 3 (sections 3.3, 3.6-3.8, pp. 73-83); Chapter 4 (section 4.3, p. 107); Box 8 (AI Chatbots for surveys), Box 9 (Online panels).
• Objectives: Acquire skills in conducting quantitative research with a digital focus.
Lesson 5: Qualitative Methodologies: Focus Groups and In-Depth Interviews
• Main Contents: Focus groups, in-depth interviews; digital ethnography to understand media consumption and socio-economic dynamics.
• Theoretical Aspects: Subjective meanings and social construction of reality.
• Practical Aspects: Simulation of an online focus group with examples from web 2.0.
• Readings: Chapter 3 (sections 3.2, 3.6-3.8, pp. 70-83); Box 12 (Mobile ethnography).
• Objectives: Develop qualitative techniques to analyze changes in consumers and opinion leaders.
Lesson 6: Phases of Demoscopic Research
• Main Contents: Problem definition, methodological design, data collection and analysis, results presentation; exit polls, electoral projections, and pre-electoral surveys.
• Theoretical Aspects: Dynamic interaction between research and public opinion.
• Practical Aspects: Case study on a complete research project, with critical evaluation.
• Readings: Chapter 5 (pp. 118-135).
• Objectives: Understand the full cycle of a socio-economic research project.
Lesson 7: Demoscopic Research, Media, and Reality Construction
• Main Contents: Circular relationship between research and media; media as constructors of reality; UGC (User-Generated Content) and digital questionnaires.
• Theoretical Aspects: Public opinion theory and empowerment in web 2.0.
• Practical Aspects: Analysis of research published on social networks and media.
• Readings: Chapter 6 (pp. 139-151); Box 6 (Gamification and digital engagement).
• Objectives: Analyze the relationship between media and social construction of reality.
Lesson 8: Public Opinion, Leadership, and Trust in the Country System
• Main Contents: Dynamics of Italian public opinion; perceived leadership and trust in the Country; citizen/consumer empowerment.
• Theoretical Aspects: Societal changes and role of decision makers/opinion leaders.
• Practical Aspects: Discussion on current cases (e.g., impact of web 2.0 on media consumption).
• Readings: Chapter 7 (pp. 157-163).
• Objectives: Provide knowledge to analyze changes in society and consumers.
Lesson 9: Data Analysis and Advanced Visualization
• Main Contents: Fundamentals of data visualization; tools for data storytelling; applications in opinion and market research.
• Theoretical Aspects: Analysis principles to evaluate socio-economic impacts.
• Practical Aspects: Exercise with digital tools to visualize data from a survey.
• Readings: Chapter 8 (pp. 168-178); Box 3 (Immersive research and augmented reality).
• Objectives: Acquire a critical perspective on data analysis and visualizations.
Lesson 10: Project Management and International Research
• Main Contents: Project planning, budgeting, team coordination; tool adaptation for cross-cultural research and multicultural sampling.
• Theoretical Aspects: Comparative analysis and global challenges.
• Practical Aspects: Simulation of managing an international project.
• Readings: Chapter 9 (pp. 180-187); Chapter 10 (pp. 188-193); Box 7 (Cross-cultural research).
• Objectives: Manage research projects with a focus on multicultural contexts.
Lesson 11: Respondent Psychology, Cognitive Biases, and Regulations
• Main Contents: Cognitive biases and response psychology; mitigation strategies; data protection, deontological codes, and results dissemination.
• Theoretical Aspects: Ethical implications in web 2.0 and media.
• Practical Aspects: Analysis of biases in real examples and ethical discussion.
• Readings: Chapter 11 (pp. 198-203); Chapter 12 (pp. 207-212); Box 2 (Blockchain for transparency).
• Objectives: Develop independence in evaluating biases and regulations in research.
Lesson 12: Reading Strategies, Consulting, and Practical Applications
• Main Contents: Strategic reading of results; scenario building and client presentation; role of the researcher-consultant; errors to avoid.
• Theoretical Aspects: Impact on socio-economic dynamics and markets.
• Practical Aspects: Presentation of a final project with examples from boxes (e.g., AI, ethnography).
• Readings: Chapter 13 (pp. 216-224); Boxes 10-11 (Online panel metrics, AI chatbot architectures).
• Objectives: Integrate knowledge to critically engage with published research and consultations.
Attendance
La frequenza al corso e’ obbligatoria in presenza per essere considerati frequentanti. Sono ammesse massimo 3 assenzeType of evaluation
Attending students will be assessed on a project developed during the course, with the option of an oral exam. Non-attending students will be assessed by an oral exam.