Logo UAB
2020/2021

Research Methods and Tools

Code: 43403 ECTS Credits: 9
Degree Type Year Semester
4314947 Strategic Planning in Advertising and Public Relations OB 0 1
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.

Contact

Name:
Patrícia Lázaro Pernias
Email:
Patricia.Lazaro@uab.cat

Use of Languages

Principal working language:
spanish (spa)

Teachers

Alfonso González Quesada
Albert Vinyals Ros

Prerequisites

There are no prerequisites for taking the course.

Objectives and Contextualisation

- To provide students with the conceptual and methodological instruments essential to develop scientific research, both from the perspective of commercial and applied research as well as basic research.

- To familiarize students with the three major methodological perspectives (qualitative, quantitative and experimental) of the social sciences.

- To support students in the theoretical and methodological approach to their end-of-master projects.

 

Competences

  • Demonstrate systemic, scientific thought, oriented to results.
  • Design and carry out market research.
  • Display familiarity with the literature and adapt available results in order to address new or little-known problems, making innovative proposals.
  • Identify research problems and apply the most suitable qualitative and quantitative methodologies and tools in studies on communicative phenomena in advertising and PR.
  • Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.

Learning Outcomes

  1. Apply creative solutions to research problems in advertising and PR.
  2. Decide whether to try out new approaches and methods of analysis on the basis of the literature on the discipline of strategic communication.
  3. Identify and classify the new specific techniques for market research.
  4. Identify the new tools of commercial communication.
  5. Relate different perspectives and methodological approaches in the course of a research project.
  6. Subject theories and research findings to methods of verification or comparison.
  7. Successfully carry out a research project.
  8. Use the new commercial communication tools correctly.

Content

1. The scientific method in advertising and public relations research (prof. Patrícia Lázaro)

1.1. Basic characteristics of the scientific method.

1.2. From the knowledge problem to the sample.

1.3. Definition as a scientific tool.

1.4. The paradigm as an instrument of scientific organisation.

1.5. Hypothesis and contrastability.

1.6. Research designs: qualitative, quantitative and experimental.

1.7. The variables.

1.8. Analysis and measurement instruments.

 

2. Applications of Neuromarketing to Strategic Planning (prof. Albert Vinyals)

2.1. Psycho-biometric methods for measuring the emotional response of the consumer.

2.2. Eye Tracking Software.

2.3. Sensorial marketing: smell, hearing, taste, touch and sight.

2.4. Contributions of market research firms to the study of consumer behaviour.

 

4. Bibliographic and information resources for strategic planning research. (Prof. Alfons González)

4.1 The process of searching for information within the framework of scientific and applied research.

4.2 Bibliographic resources.

4.3 Tools to know the quality and impact of scientific production.

Methodology

The course includes master classes, guided theoretical activities, supervised individual and group activities, así́ as a set of autonomous activities to achieve the objectives of the module.  Each of the sections in which the content is organised is taught by a specialist teacher.
 
The students will be organised in groups of 4 or 5 people and each of these groups will work on a research case.  Throughout the course, the groups will develop a set of exercises aimed at applying the knowledge proposed in class to their respective cases. The result of the exercises, which will be developed from the autonomous work (individual and team) of the students, should lead to a research project that will be the embryo of the TFM.
 

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Theoretical sessions and case studies 25 1 1, 2, 7, 3, 4, 5, 6, 8
Type: Supervised      
Work and review and discussion in the classroom 25 1 1, 2, 7, 3, 4, 5, 6, 8
Type: Autonomous      
Drafting and reviewing the work 70 2.8 1, 2, 7, 3, 4, 5, 6, 8
Reading and exercise development 60 2.4 1, 2, 7, 3, 4, 5, 6, 8

Assessment

Each section of the course will be evaluated by the specialist teacher who teaches it.
 

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Bibliographic search work (Theme 3) 20% 10 0.4 2, 7, 5, 6
Examination (Item 2) 20% 5 0.2 1, 7, 3, 4, 5, 8
Research project: theoretical and methodological approach (class exercises and final work) 60% 30 1.2 1, 2, 7, 3, 5, 6

Bibliography

  • Ariely, Dan: Las Trampas del deseo : cómo controlar los impulsos irracionales que nos llevan a error. Ariel, 2008
  • Berganza Conde, M.R. y Ruiz San Román, J.A.: Investigar en comunicación. Mc Graw Hill. Madrid. 2005.
  • Cacioppo, J. T., Berntson, G. G., Larsen, J. T., Poehlmann, K. M., & Ito, T. A. (2000). «The psychophysiology of emotion.» Handbook of emotions, 2, 173-191.
  • Bunge, Mario: La investigación científica, Ariel, Barcelona, 1989.
  • Dooley, Roger: Brainfluence : 100 formas de convencer y persuadir a través del neuromarketing. Empresa Activa, 2015.
  • Gracia Roldan, J.L.: Cómo elaborar un proyecto de investigación, Universidad de Alicante, Secretaría de publicaciones, 1995.
  • Hernandez Sampieri, R. Fernandez Collado, C y Baptista Lucio, P.: Metodología de la Investigación. McGraw-Hill Interamericana. 2003 (3ª edición). México DF.
  • Igartua, J.J. y Humanes, M.L.: Teoría e investigación en comunicación social. Editorial Síntesis. Madrid, 2004.
  • Igartua, J.J.: Métodos cuantitativos de investigación en comunicación. Ed Bosch SA, 2006
  • Laramée, A et Valée, B.: La recherche en communication. Élements de méthodologie. Presses de l’Universite du Quebeq, 1991.
  • Lindström, Martin: Buyology : verdades y mentiras de por qué compramos.Gestión 2000, 2010.
  • Martínez, J. L., Garrido, E. y Valdunquillo, I.(2012). Análisis de la emoción en el discurso político a partir de un nuevo sistema de registro psicofisiológico ysu aplicación a las ciencias políticas. Universidad de Salamanca , Departamento de psicología evolutiva, http://gredos.usal.es/jspui/bitstream/10366/22533/1/DPEE_analisisdelaatencion.pdf
  • Reeve, J., & Reeve, J. (2001). Understanding motivation and emotion. New York: Wiley.
  • Santesmases, Miguel : Marketing. Conceptos y estrategias. Madrid, Ediciones Pirámide, 2012 (6ª edición). 
  • Sierra Bravo, R.: Técnicas de investigación social. Teoría y ejercicios. Madrid, Editorial Paraninfo S.A, 1991.
  • Spence, Ch. & Gallace,A. (2011) Multisensory Design: Reaching Out to Touch the Consumer. Psychology & Marketing, Vol. 28(3): 267–308.
  • Verd, Joan M.; Lozares, C. (2016) Introducción a la investigación cualitativa. Fases, métodos y técnicas.  Editorial Sintesis S. A.
  • Wimmer R.D. y Dominick,J.R.: La investigación científica de los medios de comunicación, Barcelona, Bosch Casa Editorial S.A., 1996.

Links:

http://es.wikipedia.org/wiki/Aplicacion_del_metodo_cientifico

http://revistas.um.es/eglobal/article/viewFile/653/685