Audience and Target Group Research

The course offers an introduction to empirical social research and outlines descriptive and interpretive methods, quantitative and qualitative methods, questionnaire development, in-depth interviews, participant observation, the analysis of media consumption behavior and the results and findings of audience and media analysis. • Descriptive and interpretive methods • Quantitative and qualitative methods • Questionnaire development • In-depth interviews • Focus Groups • Analysis of media consumption behavior.

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

to be announced

Planned learning activities and teaching methods

Applied methods including macro and micro levels of teaching. Macro methods are case studies and analyses. Micro methods are keynote lectures, dialogic learning, examples and discussions. Students work individually, in groups or in the plenum.

Assessment methods and criteria

One grade for both lecture and tutorial part of class. In total 70 points for final written exam. The tutorial part is worth 30 points (continuous assessment). In total 100 points are to be obtained.

Prerequisites and co-requisites

none

Infos

Degree programme

Film-, TV-, & Media Production (Bachelor)

Cycle

Bachelor

ECTS Credits

3.00

Language of instruction

German

Curriculum

Full-Time

Academic year

2023

Semester

2 SS

Incoming

Yes

Learning outcome

After the successful completion of this course the students will be able to identify empirical methods of social research. They will be able to analyze and evaluate the results of audience research in the light of various film and media theories.

Course code

0702-16-01-VZ-DE-18