Degree | Type | Year |
---|---|---|
2501935 Advertising and Public Relations | OT | 4 |
You can view this information at the end of this document.
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.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Resolution of cases in the classroom | 37.5 | 1.5 | KM24, SM17, SM19, KM24 |
Theory sessions | 15 | 0.6 | CM18, KM24, SM17, SM19, CM18 |
Type: Supervised | |||
Group tutorials | 7.5 | 0.3 | CM18, KM24, SM17, SM19, CM18 |
Type: Autonomous | |||
Preparation of works (presentation in class and written memory) | 42.5 | 1.7 | CM18, KM24, SM17, SM19, CM18 |
Research, readings, synthesis test preparation | 40 | 1.6 | CM18, KM24, SM17, CM18 |
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 | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Practices | 10% | 0.5 | 0.02 | CM18, KM24, SM17, SM19 |
Presentation and preparation of the first research report | 30% | 2 | 0.08 | CM18, KM24, SM17, SM19 |
Presentation and preparation of the second research report | 30% | 3 | 0.12 | CM18, KM24, SM17, SM19 |
Written synthesis test | 30% | 2 | 0.08 | CM18, KM24, SM17 |
Continuous evaluation
The final grade will be obtained from the sum of the percentages corresponding to the four evaluated items. To pass the subject, the sum of the four items must reach 5:
- Presentation and preparation of the first research report: 30% of the final mark.
- Presentation and preparation of the second research report: 30% of the final mark.
- Practice in class: 10% of the final grade. These practices are support for the research work (first report and second report) Attendance at the work follow-up tutorials and delivery of the practices are mandatory in each session.
- Written synthesis test: 30% of the final grade.
Single evaluation
The final grade will be obtained from the sum of the percentages corresponding to the four evaluated items. To pass the subject, the sum of the four items must reach 5:
- Course work. Preparation of the first research report: 30% of the final mark.
- Course work. Preparation of the second research report: 30% of the final mark.
- Practical case resolution test: 10% of the final mark.
- Written synthesis test: 30% of the final grade. The exam model is different from that of continuous assessment.
Recovery: Continuous evaluation.
Students will have the right to retake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.
The following activities can be recovered:
- Presentation and preparation of the first research report.
- Presentation and preparation of the second research report:
- Written synthesis test.
Recovery: Single evaluation.
Students will have the right toretake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.
The following activities can be recovered:
- Course work. Preparation of the first research report.
- Course work. Preparation of the second research report.
- Written synthesis test.
Plagiarism
In the event that the student commits any irregularity that could lead to a significant variation in the grade of an assessment act, this assessment act will be graded with 0, regardless of the disciplinary process that may be instituted. In the event that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
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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
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Merino, M.Jesús y Yaguez, Estefanía. Nuevas tendencias en investigación y Marketing.ESIC.2012
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No software is necessary.
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(PLAB) Practical laboratories | 51 | Spanish | first semester | afternoon |
(SEM) Seminars | 51 | Spanish | first semester | afternoon |
(TE) Theory | 5 | Spanish | first semester | afternoon |