This version of the course guide is provisional until the period for editing the new course guides ends.

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Market Research Strategies

Code: 42433 ECTS Credits: 12
2024/2025
Degree Type Year
4313256 Audiovisual Communication and Advertising Contents OB 0

Contact

Name:
Nuria Garcia Muņoz
Email:
nuria.garcia@uab.cat

Teachers

Emilio Prado Pico
Natividad Ramajo Hernandez
Ana Belen Monclus Blanco

Teaching groups languages

You can view this information at the end of this document.


Prerequisites

To attend this course, a good reading comprehension of English is required


Objectives and Contextualisation

 

This module aims to provide specific methodological knowledge applied to audiovisual and advertising content research, offering the basis of scientific and market research. Learning with this module focuses on quantitative, qualitative and experimental research methods and techniques.

 


Competences

  • Analyse research results to obtain new products or processes, assessing their industrial and commercial viability with a view to transferring them to society.
  • Choose, design and apply methodological strategies for scientific research in audiovisual communication and product development.
  • Communicate and justify conclusions clearly and unambiguously to both specialist and non-specialist audiences.
  • Conceive, plan, and lead academic and/or professional research projects in audiovisual and advertising communication, applying criteria of quality, equality and ethical and social responsibility.
  • Continue the learning process, to a large extent autonomously.
  • Demonstrate an attitude awake, innovative and analytical in relation to the research questions
  • Develop the ability to assess sex and gender inequalities in order to design solutions.
  • Lead interdisciplinary teams in varying environments.
  • Plan tasks in accordance with the human resources, tools and time available so as to optimise performance.
  • Seek out information in the scientific and technological context and learn practical ICT skills.
  • Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  • Take decisions and accept responsibility for their consequences.

Learning Outcomes

  1. Analyse research results to obtain new products or processes, assessing their industrial and commercial viability with a view to transferring them to society.
  2. Communicate and justify conclusions clearly and unambiguously to both specialised and non-specialised audiences.
  3. Continue the learning process, to a large extent autonomously
  4. Define and mark out the limits of an object of study.
  5. Demonstrate an attitude awake, innovative and analytical in relation to the research questions
  6. Design research pre-projects.
  7. Distinguish the bases and strategies for market research.
  8. Evaluate the different methodological strategies for research in audiovisual and advertising communication.
  9. Foster teamwork in project planning.
  10. Identify and describe the methodological stages of scientific research.
  11. Identify and differentiate between methodological techniques.
  12. Incorporate market knowledge into the design and development of projects.
  13. Keep the phases of the research project within the set time limits.
  14. Know how to compile, systematise, conserve and disseminate information on women, works written by women, documents referring to equality policies and laws and those generated by research in gender studies, assessing the gender biases that may be included in existing search engines and descriptors.
  15. Know how to use and create qualitative and quantitative indicators, including statistical ones, to better understand gender inequalities and differences in the needs, conditions, values and aspirations of women and men.
  16. Lead interdisciplinary teams in varying environments.
  17. Plan tasks in accordance with the human resources, tools and time available so as to optimise performance.
  18. Present and defend the pre-projects created.
  19. Seek out information in the scientific and technological context and learn practical ICT skills.
  20. Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  21. Take decisions and accept responsibility for their consequences.
  22. Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.

Content

Basis of Scientific Knowledge                    

  • Objectives of scientific research in Communication
  • Approach to the investigation process
  • Phases of the research process
  • Strategies for methodological design

Approach to audiovisual market research

  • Context of market studies in audiovisual and advertising communication
  • Strategies
 for Market Research
  • Guidelines for the design of audiovisual market studies

Quantitative methods and techniques
   

  • Quantitative Research in Communication
  • Characteristics of the quantitative methodology
  • Quantitative techniques

Qualitative methods and techniques

  • Qualitative Research in Communication
  • Characteristics of the qualitative methodology
  • Qualitative techniques
  • The ethnographic approach in communication research

Experimental Research Methods

  • Practices and issues related to the application of experimental research methods in Communication
  • Types of Experimental Designs

Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Seminars 21 0.84 1, 2, 3, 4, 6, 7, 8, 9, 12, 13, 18, 19, 20, 22
Theoretical classes 54 2.16 4, 6, 7, 8, 11, 12, 13
Type: Supervised      
Case studies 44 1.76 1, 5, 6, 7, 8, 11, 12, 13, 18, 19
Reading texts 27 1.08 5, 7, 11
Type: Autonomous      
Autonomous work 150 6 1, 2, 3, 4, 5, 6, 9, 13, 16, 17, 18, 19, 20, 21, 22

The acquisition of knowledge and skills by students will be carried out through different methodological procedures that include master classes in the classroom, analysis exercises, debate and reflection from viewings and reading material in the spaces of the classroom and seminars.

The health situation could force us to transform face-to-face sessions into online sessions.

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.


Assessment

Continous Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Oral defense + participation in seminars Oral defense + participation in seminars 4 0.16 2, 4, 5, 6, 7, 8, 9, 11, 13, 17, 18, 21
Participation in seminars Participation in seminars 0 0 2, 5, 18, 20, 21, 22
Research pre-project Research pre-project 0 0 1, 3, 4, 6, 7, 8, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22

The evaluation consists of three different parts:

Pre-project (70%)

Oral defense (20%)

Participation in seminars (10%)

This subject doesn't provide for the single assessment system.


Bibliography

 

-Campbell, Donald y Stanley, Julian (1993). Diseños experimentales y causi experimentales en la investigación social. Buenos Aires: Amorturu.

-Cea D'Ancona, Maria Angeles (2001). Metodología cuantitativa: Estrategias y técnicas de investigación social. Madrid: Síntesis.

-Delgado, Juan Manuel y Gutiérrez, Juan (Coords) (1995). Métodos y Técnicas cualitativas de investigación en Ciencias Sociales. Madrid: Síntesis.

-Corbetta, Piergiorgio (2003). Metodologías y técnicas de investigación social. Madrid: McGraw Hill/Interamericana.

-Hansen, Anders, Cottle, Simon, Negrine, Ralph, & Newbold, Chris (1998). Mass communication research methods. Londres: Macmillan.

-Gaitán, Juan Antonio y Piñuel, Jose Luis (1998). Técnicas de investigación en comunicación social. Elaboración y registro de datos. Madrid: Síntesis.

-Guía para el uso no-sexista del lenguaje. Servei de llengües, Universitat Autònoma de Barcelona.

-Jensen, Klaus Bruhn (2002). A Handbook of Media and Communication Research: Qualitative and Quantitative Methodologies. New York: Routledge.

-Kerlinger, Fred, Lee, Howard (2002). Investigación del comportamiento: Métodos de Investigación en Ciencias Sociales. México: Mc Graw-Hill., Bosch.

-Krippendorff, Klaus (1990). Metodología de análisis de contenido. Teoría y práctica. Barcelona: Paidós.

-Lindlof, Thomas (1991). "The qualitative study of media audience", en Journal of Broadcasting y Electronic media, 35 (1):23-42.

-Pink, Sara et al. (2019). Etnografia digital. Madrid: Morata.

-Prado, Emili et al. (2020). “General-television programming in Europe (UE5): Public versus commercial channels”. El profesional de la información, v. 29, n. 2, e290204. https://doi.org/10.3145/epi.2020.mar.04

-Ragin Charles (1987). The Comparative Method. Moving Beyond Qualitative and Quantitative Strategies. University of California Press.

-Tashakkori, Abbas y Teddlie, Charles (1998). Mixed Methodology: Combining Qualitative and Quantitative Approaches. Thousand Oaks: Sage.

-UNESCO. Indicadores de género para medios de comunicación: marco de indicadores para evaluar la sensibilidad en materia de género en las operaciones y contenidos mediáticos. 2014. ISBN: 978-92-3-300007-0. Disponible en: https://es.scribd.com/document/260415367/UNESCOIndicadores-de-Genero-para-Medios-de-Comunicacion

-Wimmer, Roger y Dominick, Joseph (1996). La investigación científica de los medios de comunicación. Barcelona: Bosch

 


Software

Text Edition (Word o similar)
Presentations (Powerpoint o similar)
Spreadsheets (Excel o similar)


Language list

Name Group Language Semester Turn
(TEm) Theory (master) 10 Spanish first semester morning-mixed