Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OT | 4 | 0 |
There are no prerequisites.
The subject is part of the subject Research in Communication, together with the subject Research Methods in Communication.
Learning objectives of the subject:
1. To provide students with a global vision, from a scientific point of view, of market and consumer research techniques (quantitative and qualitative).
2. Review the basic and most commonly used methods in market and consumer research, in the advertising communication industry and market research.
3. Train the student to use and apply any research method autonomously, from its review and study and the development of laboratory practices.
The subject will be developed in two parallel, articulated and complementary lines:
a) The linear review of a set of basic contents on scientific method and applied research techniques.
b) Work on a specific research problem focused on the objectives of promotion and sale of a specific product or service.
While theoretical sessions review conceptual models and research techniques, in practical sessions, students will progress in a parallel and consistent way in the approaches and the evolution of the investigation of a specific case of reference (real or simulated) , on which all the acquired knowledge will be applied.
The students will be organized in groups. Each group will work on the case from a specific and differentiated perspective, agreed between the professor and the group itself. In each group, students will be organized into roles and will specify the tasks assigned to each member. Each and every one of the tasks developed must be signed by the students who made them.
The subject will be complemented with seminars in which professionals of the sector will explain their working methods.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the teaching materials, and any necessary information for the proper follow-up of the subject.
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.
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.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Resolution of cases in the classroom | 36 | 1.44 | 1, 3, 4 |
Theory sessions | 15 | 0.6 | 1, 3, 4 |
Type: Supervised | |||
Group tutorials | 7 | 0.28 | 1, 3, 4 |
Type: Autonomous | |||
Preparation of works (presentation in class and written memory) | 40 | 1.6 | 5, 2, 6 |
Research, readings, synthesis test preparation | 40 | 1.6 | 1, 4 |
The evaluation of the subject will be made from:
- Exhibition and preparation of the first research report: 30% (group evaluation).
- Exhibition and preparation of the second research report: 40% (group evaluation).
- Practices in class: 10% (group evaluation). These practices are support for the research work (first report and second report). Assistance to follow-up tutorials and delivery of practices are mandatory in each session.
- Written synthesis test: 20% (individual evaluation).
In case that the grade of the synthesis test is less than 3, students will have to go to re-evaluation of the exam.
Students who do not reach the minimum grade of 3, in either of the two research reports, will be able to recover them.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Practices | 10% | 0 | 0 | 1, 3, 4 |
Presentation and preparation of the first research report | 30% | 3 | 0.12 | 5, 2, 6 |
Presentation and preparation of the second research report | 40% | 6 | 0.24 | 5, 2, 6 |
Written synthesis test | 20% | 3 | 0.12 | 1, 3, 4 |
Alvarez-Gayou,J.L. Cómo hacer investigación cualitativa: fundamentos y metodología México, Paidós.2003
Báez, Juan. Investigación Cualitativa. ESIC. 2007
Grande I y E.Abascal. Fundamentos y técnicas de investigación comercial, ESIC. 8ª ed. 2006
Grande, Ildefonso y Abascal Elena. Análisis de Encuestas, ESIC 2005
Krippendorff, Klaus: Metodología de análisis de contenido: teoría y práctica. Barcelona. Paidós, 1990
Luque Martinez L. Técnicas de análisis de datos en investigación de mercados, Pirámide 2.000
Malhotra, Naresh K., Investigación de mercados. Quinta edición México. 2008
Martinez ,Pepe. Cualitativa-mente. Los Secretos de la Investigación Cualitativa. ESIC
Merino, M.Jesús y Yaguez, Estefanía. Nuevas tendencias en investigación y Marketing.ESIC.2012
Olabuenaga, Ruiz J.I. Metodología de la Investigación cualitativa Ed. Deusto 5º ed. 2012
Pedret R, Camp F,Sagnier L. La investigación Comercial. Colección Management, DEUSTO 2007
Strauss A,y Corbin J, Basic of qualitative research: Grounded theory procedures and techniques, Londres, Sage.1998
Soler, Pere: Investigación de mercados. Principios básicos. Universidad Autónoma de Barcelona. Facultad de Ciencias de la Comunicación. 2001.
No software is necessary.