Applied Statistics in Advertising and Public Relations
Code: 103132 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 | 1 |
Contact
- Name:
- Marc Ajenjo Cosp
- Email:
- Marc.Ajenjo@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- Yes
- Some groups entirely in Spanish:
- No
Prerequisites
The subject does not have prerequisites.
Objectives and Contextualisation
To provide basic statistical techniques and tools for the treatment, collection, analysis and presentation of data for market research. The main lines of the methodological and mathematical process inherent in market studies and the most common advertising studies will be shown. The aim is to gain knowledge to understand the use, possibilities and limits of statistics as a tool for data analysis in the field of market research.
These contents involve the knowledge and use of mathematical and statistical language, which will be introduced maintaining the necessary balance between the requirement of formalization inherent in quantitative procedures and the requirement of understanding these instruments in their application to marketing studies. It will promote, on the one hand, the ability to interpret, with good judgment, the statistical reports derived from a standard market research and, on the other, the ability to discern between the essential and the superfluous. On the other hand, the basic knowledge for the analysis of the data will be given: the description of the information, the election of the suitable sample and the exploitation of results, among others. In this last point, necessary elements will by provided to the students in order to depth their knowledge of Excel spreadsheet and its application to advertising research.
Competences
- Use the different analysis methods and tools that are common in communication research.
Learning Outcomes
- Apply the basic principles of audience measurement to a specific case study using the most relevant tools for effective media planning.
- Use statistical analysis tools.
Content
Block 1. Descriptive statistics
Topic 1. Univariate descriptive statistics
- Introduction to statistics; frequency tables and graphical representation techniques; measures of central tendency, measures of dispersion; the shape measures of a distribution; the exploratory analysis of the data
Topic 2. Bivariate descriptive statistics
- The cross tabulation analysis; the comparison of independent means; the regression line; the graphic representations.
Topic 3. Introduction to Excel spreadsheet and its use in descriptive statistics
- The preparation of the data. The basical function of the spreadsheet, descriptive statistics univariate and bivariate in the spreadsheet; the graphic output; the Excel's pivot tables.
Block 2. Statistical inference
Topic 4. The collection of information in advertising research. The univariate inference. Statistical sampling
- Definition and basic concepts of statistical sampling; simple random sampling and univariate inference; systematic sampling; stratified random sampling; the sampling by conglomerates; stage sampling; possibilities and limitations of non-probabilistic sampling.
Topic 5. Bivariate statistical inference.
- Introduction to hypothesis tests; the cross tabulation tables: The Chi-square test. The comparison of means with paired data and with independent data. The correlation between variables and the regression line
Topic 6. Computer software and statistical inference.
- The Chi-square test, the Cramer V and other measures of association, the comparison of proportions, the residuals. Homoscedasticity in the comparison of means. Comparison of two paired means, of two independent means, and the analysis of variance. The correlation and the linear regression.
Methodology
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.
METHODOLOGY
The subject is divided into three parts: theoretical content (30%), problem solving (20%) and computer practices (50%).
At the end of the sessions a questionnaire will be provided with 10 questions, which must be answered individually, in order to assess whether the content taught in that session has been sufficiently achieved.
Theoretical content and problem solving.
The theoretical classes and problem solving will be carried out simultaneously. In these sessions the contents of the program will be presented, the different statistical procedures used will be introduced and discussed, and statistical problems will be made in the classroom.
The eminently masterful character of the theoretical classes will be accompanied by practical support from the resolution of problems that the students will be doing.
Practical work with computer
These classes will be taught directly in a room equipped with computers. The students will receive the basic training related to the use and application of the statistical packages, with the purpose of being able to solve through the computer the concrete problems in the field of advertising research.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theory | 15 | 0.6 | 1, 2 |
| Type: Supervised | |||
| Group tutorials for the supervision of the works | 7.5 | 0.3 | 1, 2 |
| Resolution of problems in computer | 22.5 | 0.9 | 1, 2 |
| Resolution of problems in the classroom | 15 | 0.6 | 1, 2 |
| Type: Autonomous | |||
| Data analysis, elaboration of group work | 39 | 1.56 | 1, 2 |
| Individual work of preparation of written tests | 45 | 1.8 | 1, 2 |
Assessment
The acquisition of knowledge will be assessed from the exercises presented in class (10%), two individual written tests (50%) and two works of data analysis in group (40%).
Exercises in class (10%). Exercises related to each of the specific techniques that at that moment have been explained, will be proposed daily. They will be carried out individually, under the supervision and tutorization of the teacher.
First written test (25%). Practical computer test of the contents of block 1. Students with a grade lower than 4 must directly perform the re-evaluation.
First group work (20%). Descriptive analysis of a database. It must be delivered at the time of the first written test.
Second written test (25%). Practical computer test of the contents of the second block. A grade lower than 4 implies a direct re-evaluation.
Second group work (20%). Inferential analysis of a database. It will be delivered at the time of the completion of the second written test.
Re-evaluation of written tests. Students with a grade lower than 4 in one of the tests or with an average of less than 5 in both, must take a global exam that will include the contents of the entire course.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Attendance and participation in the practical classes. | 10% | 0 | 0 | 1, 2 |
| Exam. Block 1 (Descriptive statistics) | 25% | 3 | 0.12 | 1, 2 |
| Exam. Block 2 (Inferential statistics) | 25% | 3 | 0.12 | 1, 2 |
| Team work. Block 1 | 20% | 0 | 0 | 1, 2 |
| Team work. Block 2 | 20% | 0 | 0 | 1, 2 |
Bibliography
BIBLIOGRAPHY OF BLOCK 1
Bardina, Xavier; Farré, Mercè; López Roldán, Pedro (2005). Estadística: un curs introductori per a estudiants de ciències socials i humanes. Volum 2. Descriptiva i exploratòria bivariant. Introducció a la inferència, Bellaterra: Col·lecció Materials 166. Universitat Autònoma de Barcelona.
Farré, Mercè (2005). Estadística: un curs introductori per a estudiants de ciències socials i humanes. Volum 1. Descriptiva i exploratòria univariant, Bellaterra: Col·lecció Materials 162. Universitat Autònoma de Barcelona.
López-Roldán, Pedro; Fachelli, Sandra (2015). Metodología de la Investigación Social Cuantitativa. Bellaterra (Cerdanyola del Vallès): Dipòsit Digital de Documents, Universitat Autònoma de Barcelona. Edició digital: http://ddd.uab.cat/record/129381
Portilla, Idoia (2004). Estadística descriptiva para comunicadores. Aplicaciones a la publicidad y las relaciones públicas, Ediciones Universidad de Navarra, Pamplona
BIBLIOGRAPHY OF BLOCK 2
Gondar Nores, J.E. (2003). Muestreo aplicado al marketing. Madrid: Data Mining Institute. Col·lecció Técnicas Estadísticas con SPSS.
López-Roldán, Pedro; Fachelli, Sandra (2015). Metodología de la Investigación Social Cuantitativa. Bellaterra (Cerdanyola del Vallès): Dipòsit Digital de Documents, Universitat Autònoma de Barcelona. Edició digital: http://ddd.uab.cat/record/129381
Sánchez Carrión, Juan Javier (1995). Manual de análisis de datos, Madrid: Alianza Editorial (caps. 6-7).