| Contents | 5 |
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| Preface | 9 |
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| Introduction | 10 |
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| Acknowledgments | 16 |
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| References | 16 |
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| 1 Six Examples of Collaboration Between Paul F. Lazarsfeld and Robert K. Merton | 18 |
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| 1. The Program Analyzer and the Focused Interview | 19 |
| 2. “Mass Persuasion” and the “Firehouse Projects” | 22 |
| 3. Patterns of Influence: “Influentials” – the Siblings of “Opinion Leaders” | 25 |
| 4. Interplay of Theory and Empirical Research | 27 |
| 5. Theory and Methodology in Teaching Seminars and “Friendship as a Social Process” as an Example | 29 |
| 6. “A Professional School for Training in Social Research” (PFL and RKM 1950) and the Battle for a Model of Post-graduate Study (1952–1956) | 32 |
| Conclusion: Two Evaluations of the Collaboration between Lazarsfeld and Merton | 36 |
| References | 40 |
| 2 Paul Lazarsfeld: Marginality, Migration and the Institutionalization of Research | 44 |
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| Importance | 47 |
| Methods and procedures | 48 |
| Columbia and dominance | 53 |
| The irony of marginality | 55 |
| Social change and the fate of ideas | 57 |
| References | 58 |
| 3 Asking for Justifications: An Aspect of Paul Lazarsfeld’s “Reason Analysis” | 59 |
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| An Observation about Emotive Trigger Events | 61 |
| A Commentary | 63 |
| References | 63 |
| 4 Lazarsfeld’s Approach to Researching Audience | 65 |
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| The Context of Media Research | 65 |
| Coverage Analysis | 68 |
| Audience Segmentation | 68 |
| Evaluative and Affective Reactions | 69 |
| Methods and Techniques | 69 |
| Program Analyzer | 71 |
| The Program Analyzer at Work | 72 |
| Customary Applications and the Later Use of the Program Analyzer | 75 |
| After the Program Analyzer | 75 |
| The Legacy of Lazarsfeld’s Approach | 77 |
| References | 79 |
| 5 Straw Polls in the U. S.: Measuring Public Opinion 100 Years Ago | 82 |
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| The Literary Digest | 88 |
| Business and Politics | 90 |
| Today’s business-news poll links | 93 |
| References | 94 |
| 6Hadley Cantril’s Theoretical and Methodological Legacy in Current Public Opinion Research | 101 |
| Cantril as a Prominent Public Opinion Theorist | 101 |
| Toward Methodological Knowledge | 104 |
| Toward Relevant Research Outcomes | 109 |
| Conclusion | 111 |
| References | 112 |
| 7 Three Stages in the Institutionalization of Empirical Social Research | 116 |
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| 1. A short review of literature on the institutionalization of ESR | 116 |
| 2. General Model of Establishment of Empirical Social Research as Part of Academic Sociology | 118 |
| 3. Twelve Key Decisions in Chicago – The First Stage in the Institutionalization of Empirical Social Research | 118 |
| 4. Processing Mass Data: Survey Research – the Second Stage in the Institutionalization of Empirical Social Research | 122 |
| 5. Survey Analysis: A New Strategy of Data Analysis – the Third Stage in the Institutionalization of Empirical Social Research | 125 |
| 6. Empirical Social Research Is a Part of Academic Sociology – What Does This Mean? | 130 |
| References | 132 |
| 8 Rediscovering the Prehistory of Social Research in Austria | 135 |
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| Basic notions, broader ideas and methods | 136 |
| Social research and its tasks | 140 |
| Conclusion | 142 |
| References | 143 |
| 9 Cenek Adamec and the Early Stages of Public Opinion Research in the Czech Lands | 145 |
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| The Czechoslovak Institute for Public Opinion Research | 146 |
| Cenek Adamec | 152 |
| Theoretical and Methodological Questions | 156 |
| The Year 1948 and the End of the Institute | 160 |
| References | 163 |
| 10 The Early Days of Survey Research in Latin America | 166 |
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| The first surveys in Latin America and the “Office of Inter-American Affairs” | 166 |
| Debates within the U. S. State Department | 166 |
| Hadley Cantril: the founder of communication research in Latin America | 167 |
| “The Export Information Bureau” and its mass media research activities | 169 |
| The first scientific surveys in Brazil and Argentina | 170 |
| Frictions between the State Department and the OIAA | 170 |
| The cancellation of the contracts with 4 A’s | 174 |
| The Coordination Committees and research on the mass media in Latin America | 174 |
| Research conducted in the field of radio | 176 |
| Research conducted in the field of the press | 177 |
| Research in the field of motion pictures | 178 |
| Early survey research in Latin America – a balance | 179 |
| References | 180 |
| 11 “The Obvious and Logical Way to Ascertain the Public’s Attitude Towa
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