Research Methods in Persuasive Communication
Code: 104899 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 2 | 2 |
Contact
- Name:
- Josep Àngel Guimerà Orts
- Email:
- JosepAngel.Guimera@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
No prerequisites.
Objectives and Contextualisation
The subject is part of the Communication Research area, along with Estudis del mercat i del consumidor.
This subject has this educational objectives:
- Study the qualitative and quantitave research methods and techniques in communication and advertising
- Show the more adequate research strategies in order to planificate and design researches in communication and advertising
- Obtain basic knowledge that alow students to desing and conduct a research project with scientific rigor in the area of communication and advertising.
Competences
- Relay complex concepts and data simply, using conventional tools for presenting and publicly disclosing research findings.
- Use the different analysis methods and tools that are common in communication research.
Learning Outcomes
- Describe the characteristics that differentiate quantitative studies from qualitative studies in the analysis and resolution of communication problems.
- Develop public presentations to defend case studies on advertising and public relations campaigns.
- Distinguish the methods and techniques of auditing organisational communication.
- Identify and select the object of study, the most relevant sources, hypotheses, variables, analysis protocols and the validation-verification of results.
- Lead group discussions.
- Use oral presentation techniques in presenting research.
Content
Methodology
Directed activities:
a) Master classes: explanation of the theoretical content of the subject.
Supervised activities:
a) Individual or group tutorials to solve problems.
b) Lectures and debates: specific activities based on the analysis of investigations and discussion of cases.
c) Laboratory practices: development of an own research project. Training in the defense and public presentation of research results.
Autonomous activities:
a) Students must carry out the readings of the indicated material. Likewise, they will have to develop all the activities planned in the master classes, the seminars and the practices.
b) Preparation of an own research project.
c) Search for information of a scientific nature.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Master classes | 15 | 0.6 | 1, 5, 4, 6 |
| Type: Supervised | |||
| Exam | 3 | 0.12 | 1, 4 |
| Laboratory practice | 33 | 1.32 | 1, 5, 4, 2, 6 |
| Tutoring of the research project | 3 | 0.12 | 1, 5, 4, 6 |
| Type: Autonomous | |||
| Research design, use of information sources, readings and preparation of oral presentations. | 51 | 2.04 | 1, 5, 4, 2, 6 |
Assessment
The continuous formative assessment system is organized in four different parts.
Final project, 50% on the final grade.
Theory final test, 30% on the final grade.
Readings and debates, 10% on the final grade.
Oral presentation, 10% on the final grade.
Exam and Reserach project must be passed (5 over 10) to pass the course.
To have access to revaluation, the previous grades should be 3.
The student will be entitled to the revaluation of the subject if he or she has been evaluated of the set of activities the weight of which equals a minimum of 2/3 of the total grade of the subject. Attendance to laboratory practices is mandatory. The student who has missed more than one third of the practices will not be able to approve this activity.
The activities that are excluded from the revaluation process are Oral presentation and Readings and debates.
The student who performs any irregularity (copy, plagiarism, identity theft...) that can lead to a significant variation of the qualification of an evaluation act, will be qualified with 0 this act of evaluation. This activity cannot be reassessed, In case there are several irregularities, the final grade of the subject will be 0.
Students who have obtained an 8 at work and / or on the exam can request a second test to improve the note.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Exam | 30% | 3 | 0.12 | 1, 3, 4 |
| Final project (Research project) | 50% | 36 | 1.44 | 1, 3, 4 |
| Oral presentation | 10% | 3 | 0.12 | 5, 2, 6 |
| Readings and debate | 10% | 3 | 0.12 | 1, 5, 4 |