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:
- David Roca Correa
- Email:
- David.Roca@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
Teachers
- David Badajoz Dávila
- Sara Vinyals Mirabent
Prerequisites
This course has no prerequisites; however, it is advisable to review the notes of the second year methodology course (104899 Research Methods in Persuasive Communication).
Objectives and Contextualisation
General Objectives
- Og1. Losing the fear of statistics
- Og2. Gain confidence to ask for an appointment
- Og3. Be able to perform a whole experiment applied in the field of advertising and public relations.
- Og4. To be able to think in the future in an experimental TFG.
Specific objectives
- Oe1. To provide students with the basic statistical techniques and tools for the treatment, collection, analysis and presentation of data.
- Oe2. To know the use, possibilities and limits of statistics as a tool for data analysis.
- Oe3. Promote the ability to interpret statistical reports derived from an investigation.
- Oe4. To know the Jamovi program and its application in advertising and public relations 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
- Presentació
- Variables i mesures
- Estadística descriptiva
- Metodologia experimental
- Estadística inferencial: comparacions (t-test & Anova); associacions (Khi quadrada i correlacions); GLM.
Methodology
m1. Theoretical classes and exercises
m2. Practical classes with Jamovi
m3. Viewing of videos and readings.
m4. Tutorials on the experimental project.
m5. Gender issues will be taken care of*.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Practical exercises | 37 | 1.48 | 1, 2 |
| Theory | 15 | 0.6 | 1, 2 |
| Type: Supervised | |||
| Tutoring, exercise review, etc. | 7.5 | 0.3 | 1, 2 |
| Type: Autonomous | |||
| Data analysis, group work, video viewing, mind mapping, etc. | 82.5 | 3.3 | 1, 2 |
Assessment
a1. Theoretical knowledge tests (±50% of the grade).
a2. Tests and/or exercises of practical knowledge and/or subject project: (±50% of the grade).
a3. Re-evaluation: all evaluation activities (tests, exercises, assignments) that have not achieved a grade of 5 can be made up.
Note: depending on the evolution of Covid-19 and of the course, these tests could be modified.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Projects (presentation) | 50% | 5 | 0.2 | 1, 2 |
| Theoretical Tests | 25% | 1.5 | 0.06 | 1, 2 |
| Theoretical tests | 25% | 1.5 | 0.06 | 1, 2 |
Bibliography
BIBLIOGRAFIA Jamovi
Badiella, L., Blasco, A., Boixadera, E., Valero, O., Vázquez, A.(2021). Manual de Introducción a Jamovi: una interfaz gráfica para usuarios de R. Barcelona: SEA (UAB).
Elosua Oliden, P., & Egaña, M. (2020). Psicometría aplicada. Guía para el análisis de datos y escalas con jamovi. EHU.
Navarro, D., & Foxcroft, D. (2019). Learning statistics with jamovi: A tutorial for psychology students and other beginners (Version 0.70). Tillgänglig online: http://learnstatswithjamovi. com [Hämtad 14 december].
Quesada, M., Ajenjo, M., & Griera, O. (2021). MUJADES: Manual d'us de jamovi per anàlisi de dades en estudis socials. Barcelona: UAB.
Software
Jamovi