Research Methods in Persuasive Communication
Code: 104899Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Advertising and Public Relations | OB | 2 |
Contact lecturer
- Name :
- Amparo Huertas Bailén
- Email :
- amparo.huertas@uab.cat
Teaching staff
- Oriol Figuera Godoy
Group languages
You can consult this information at the end of the document.
Prerequisites
No prerequisites.
Objectives
The subject is part of Communication Research area.
The main objective is to help students to:
a) Face up (and evaluate) a scientific research in the field of persuasive communication and advertising (know how to act)
b) Develop critical and self-critical ability to analyze communicative practices (know how)
c) Learn to make oral presentations (know how to defend own ideas)
Learning outcomes
- CM18 (Plan market studies and research in the field of persuasive communication for social transformation and in line with the SDGs.) Plan market studies and research in the field of persuasive communication for social transformation and in line with the SDGs.
- CM19 (Contrast the results of research in advertising and public relations with evidence from professional practice to correct inequalities of all kinds.) Contrast the results of research in advertising and public relations with evidence from professional practice to correct inequalities of all kinds.
- CM20 (Interpret the results of research to provide innovative solutions to problems in the field of advertising and public relations.) Interpret the results of research to provide innovative solutions to problems in the field of advertising and public relations.
- KM22 (Identify the distinct stages of the scientific method followed by the resolution of a knowledge problem in the field of persuasive communication.) Identify the distinct stages of the scientific method followed by the resolution of a knowledge problem in the field of persuasive communication.
- KM23 (Select the object of study and the relevant documentary sources to establish the state of the art and the theoretical framework in persuasive communication research.) Select the object of study and the relevant documentary sources to establish the state of the art and the theoretical framework in persuasive communication research.
- KM25 (Distinguish the main quantitative and qualitative research techniques for solving research problems in persuasive communication.) Distinguish the main quantitative and qualitative research techniques for solving research problems in persuasive communication.
- SM17 (Operate using the most appropriate methodology according to the questions or hypotheses posed in research on persuasive communication.) Operate using the most appropriate methodology according to the questions or hypotheses posed in research on persuasive communication.
- SM19 (Defend the methodology, results, and conclusions of a communication research project orally and in writing, using effective and inclusive language.) Defend the methodology, results, and conclusions of a communication research project orally and in writing, using effective and inclusive language.
Contents
Introduction: scientific activity and persuasive communication
- General characteristics of the scientific method (basic and applied)
- Thematic sections: content analysis (semantic-aesthetic / visual elements, audiovisual, sound, graphic design), audiences (reception and effects), legislation and professional activity
- Types and main lines of general research: attitudes, behavior and consumption; credibility and empathy; evidence and effectiveness, interactivity and engagement.
- Main sources in communication: academia, institutions and sector specific sources.
Stages of the scientific process
- Subject of study and context (What do we want to know? Why does it important?)
- Developing theoretical framework (What do we know about that? Theories, Concepts and Background)
- Developing methodological strategies/Fieldwork Planning (How can we get to know it? Information obtained)
- Descriptive analysis of the results (what do we know after doing the fieldwork?)
- Interpretative analysis of the results (conclusions and limitations)
Basic concepts in scientific methodology
- How to elaborate theoretical framework, theories (social psychology andcorporate social responsibility) and epistemology (concepts)
- Hyphotesis and questions
- Relationship between variables (Typology: independent, dependent and control)
- Universe / Sample - Corpus / Case Study
Social Research (population samples)
- Qualitative Methodology: Interviews, focus group, pretest, ethnographic observation and Digital ethnographic.
- Quantitative Methodology: Survey and questionnaires
- Triangulation: Qualitative and Quantitative Research.
Content Analysis (corpus of materials and documents)
- Qualitative Methodology: Languages and narratives / Aesthetics and Symbols
- Quantitative Methodology: Big Data.
- Triangulation: Qualitative and Quantitative Research
ResearchTrends in Catalonia and Spain
- Main lines of research at international context
- The study of introducing AI in the professional field
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Theory Class | 15 | 0.6 | KM22, KM25 |
| Discussion seminars and debates | 19.5 | 0.78 | CM19, CM20, KM22, KM25, SM19 |
| Laboratory practical preparation | 15 | 0.6 | CM18, KM23, SM17, SM19 |
| Reading and synthesis of scientific documents | 66 | 2.64 | CM19, CM20 |
| Custom tracking | 7.5 | 0.3 | CM20, SM19 |
| Laboratory practices | 18 | 0.72 | CM20, SM17, SM19 |
The devolopment of the subject includes three types of activities:
Directed activities
- Theory class complemented with case-method seminars: General explanation of the syllabus followed by solving a case (in small teams or individually) closely linked to the explained content.
- Seminars following the flipped classroom method and corporate learning: The aim is to delve into basic aspects (promoting meaningful learning) through dialogue among students based on prior individual analysis of scientific studies.
- Laboratory practices (project-based learning): The goal is for students to see how research is conducted by designing their own project (teamwork).
Supervised activities
- Custom tracking: Personal interviews to check the evolution of learning and to help students
Autonomous activities
-The students will have to make the readings indicated as obligatory and all the activites planned for a correct development of seminars, laboratory practical and written exam.
Schedule: A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and
necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.
Gender perspective: The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Practice (research projecte design) | 20% | 2.5 | 0.1 | CM18, CM19, KM22, KM23, KM25, SM17, SM19 |
| Oral presentation of the practice | 10% | 0.5 | 0.02 | SM19 |
| Exam | 30% | 3 | 0.12 | CM18, KM22, KM23, KM25, SM17 |
| Seminars (preparation and participation) | 40% | 3 | 0.12 | CM19, CM20 |
OPTION 1: CONTINUOUS ASSESSMENT
- Written exam (30% in the final grade). Individual - It can be repeated.
- Practice: Research project design/group work (20% in the final grade) and oral presentation of the practice (10% in the final grade). This activity is not recoverable because it involves a collective work and an oral presentation related to the group's dynamics, which cannot be reproduced individually.
- Seminars (40% in the final grade). Individuals and group work - It can be repeated
Recovery:The last two weeks will be dedicated to recovery activities, which can accommodate students who have made a minimum of 2/3 of all evaluable activities and who have obtained a minimum score between 3,5 and 4.9. After a mandatory face-to-face individual interview and depending on the grade obtained, it will be decided which exercises can be repeated (exam and/or seminars). This activity will allow for a maximum grade of 5, but the grade will never decrease. Students who have obtained a final overall grade higher than 8 will be able to opt to raise their grade by completing a specific test. This activity may result, if applicable, in a decrease in the final grade.
Not applicable: In case of not submitting 2/3 of the total assessable activities, considering that the individual exam is mandatory.
OPTION 2: SINGLE ASSESSMENT
The single assessment will take place on one date. On this date, students following this modality will have to take a written exam and submit two exercises:
- Written exam (50% in the final grade).Written exam that allows you to show understanding and mastery of the concepts covered in the subject. Individual - It can be repeated
- Exercise 1 (25% in the final grade). Exercise based on reading and analyzing a scientific article that presents a study based on a population sample. Individual - It can be repeated
- Exercise 2 (25% in the final grade).Exercise based on the reading and analysis of a scientific article that presents a study based on a content analysis. Individual - It can be repeated
Recovery: The last two weeks will be dedicated to recovery activities, which can accommodate students who have made three activities and who have obtaineda minimum score between 3 and 4.9. After a mandatory face-to-face individual interview and depending on the grade obtained, it will be decided which exercises can be repeated (exam and/or seminars).
Not applicable: In case none of the indicated activities are carried out.
OPTION 3: Students in the second or more convocations
Synthesis test, in which only and exclusively the learning outcomes defined in the course guide of the subject are evaluated.
OTHER OBSERVATIONS
Restricted use of AI: For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for documentation tasks (bibliographic or information searches) text correction, and translations. Students must clearly identify any parts generated with these
technologies, specify the tools used, and include a critical reflection on how AI has influenced the process and final outcome of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may
result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.
Warning: (1) The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities. (2) Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded 0, and the student may be subject to further disciplinary action.
Bibliography
- Cuesta, Ubaldo (2000). Psicologia social de la comunicación. Madrid: Catedra
- Escobar Fuentes, Sílvia; Montalbán Peregrín, Manuel Francisco (2024). La práctica de la metodología cualitativa. Madrid: Dykinson (https://www.dykinson.com/libros/la-practica-de-la-metodologia-cualitativa/9788410707276/)
- Hellín Ortuño, Pedro Antonio; Contreras, Fernando, R.; Pérez, Clotilde; San Nicolás Romera, Cesar (2023). Cultura Global Publicitaria. Una epistemología visual sobre estética y consumo en la era digital. Salamanca: Comunicación Social.
- Herrera Sánchez, Sonia; Pujol Ozonas, Cristina (2025). Salida de emergencia: feminismos y subversiones en la comunicación y la cultura. Barcelona: Editorial UOC.
- Jiménez Gómez, Isidro; Eguizabal Jiménez, Luis; Rivero Estevez, Francisco Javier (2023). Nuevos retos metodológicos en el estudio de la comunicación. Madrid: Fragua (https://fragua.es/producto/nuevos-retos-metodologicos-en-el-estudio-de-la-comunicacion-pdf/)
- Lemus Pool, Maria Consuelo; Carro Pérez, Ennio Hector (2025). Investigar la comunicación: estrategias prácticas para formalizar un objeto de estudio. Libros UAT. (https://libros.uat.edu.mx/index.php/librosuat/catalog/book/405)
- Medina, Alfons i Busquet, Jordi (2019). La recerca en comunicació. Barcelona: Editorial UOC
- Morales i Gras, Jordi (2022). Hackear la ciencia social. Una invitación a la investigación social en entornos digitales. Barcelona: Editorial UOC
OTHERS:
Autocontrol [https://www.autocontrol.es/]
Col·legi del Màrqueting i la Comunicació de Catalunya [Col·legi del Màrqueting i la Comunicació de Catalunya]
Software
No comment
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 5 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 51 | Catalan | second semester | afternoon |
| (SEM) Seminars | 51 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | second semester | afternoon |
| (SEM) Seminars | 52 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 53 | Spanish | second semester | afternoon |
| (SEM) Seminars | 53 | Catalan | second semester | afternoon |