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Start Over Coverage 125-148

2. Reklama v neziskovém sektoru: analýza recepce nekomerční reklamy v moderovaných skupinových diskusích

Creator:
Kaderka, Petr
Format:
print
Type:
model:internalpart and TEXT
Language:
Czech
Description:
This article looks at the use of advertising in the non-profit sector, which is a new phenomenon in Czech society. Using the focus group method, the author aims to examine the reception of this type of advertising among various social groups in Czech society. The analysis is based upon the axiom of the dialogic character of every semiotic act. It notes the conditions under which the offer of dialogue from the side of the advertisers, which is conveyed through the advertising campaign, is accepted or refused by the focus group members. In the analysis the respondents did in fact interpret non-commercial advertisement as having dialogic relevance, given their deliberations on who was saying what to whom and why. Special emphasis is placed in the article on methodological issues. It is argued that focus group discussions represent a specific type of communicative situation and, therefore, it is necessary to consider the specifics of this communicative situation when analysing data and interpreting results.
Rights:
http://creativecommons.org/licenses/by-nc-sa/4.0/ and policy:public

3. Věcná významnost výsledků a její možnosti měření

Creator:
Soukup, Petr
Format:
print
Type:
model:article and TEXT
Subject:
sociologie, sociology, substantive significance, effect size, economic significance, clinical significance, 18, and 316
Language:
Czech
Description:
In this article it is argued that one of the main problems in data analysis is an over-emphasis on statistical rather than substantive significance. Statistical significance reports the improbability of specific outcomes from sample data using a null hypothesis. In contrast, substantive significance is concerned with the real-world meaning of data modelling results for a population, regardless of p value, where an effect size estimator is used for evaluation. The argument presented in this article begins with a consideration of how substantive significance may be defined. Thereafter, there is a summary of the literature on substantive significance and its measurement using a variety of effect size estimators, many of which are little known to researchers. This article also examines the topics of economic and clinical significance. In the conclusion, this study discusses attempts to synthesise different concepts of substantive significance and recommends some practical usage of these concepts., Petr Soukup., and Obsahuje bibliografii
Rights:
http://creativecommons.org/publicdomain/mark/1.0/ and policy:public