Important notice
The course guide is provisional.
The PDF version of the course guide may take a few days to become available in the DDD.
Market Research Strategies
Code: 42433Credits: 12
| Degree programme | Type | Course |
|---|---|---|
| Audiovisual Communication and Advertising Contents | OB | 1 |
Contact lecturer
- Name :
- Nuria Garcia Muñoz
- Email :
- nuria.garcia@uab.cat
Teaching staff
- Natividad Ramajo Hernandez
- Belen Monclus Blanco
- Amparo Huertas Bailén
Group languages
You can consult this information at the end of the document.
Prerequisites
Objectives
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.
Learning outcomes
- CA01 (Design research projects with total autonomy in the area of the content industry, including all phases of the scientific process and applying an ethical perspective that addresses gender inequalities.) Design research projects with total autonomy in the area of the content industry, including all phases of the scientific process and applying an ethical perspective that addresses gender inequalities.
- KA01 (Master the methodological foundations for the development of studies in the area of audiovisual communication and advertising.) Master the methodological foundations for the development of studies in the area of audiovisual communication and advertising.
- KA02 (Identify the strategies to be followed in the development of their own fieldwork in the field of audiovisual communication and advertising.) Identify the strategies to be followed in the development of their own fieldwork in the field of audiovisual communication and advertising.
- SA01 (Apply the scientific method in the development of studies on audiovisual and advertising content in the academic and professional field.) Apply the scientific method in the development of studies on audiovisual and advertising content in the academic and professional field.
- SA02 (Communicate their own research proposals orally, demonstrating knowledge and mastery of specialised theoretical and technical concepts.) Communicate their own research proposals orally, demonstrating knowledge and mastery of specialised theoretical and technical concepts.
Contents
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
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Case studies and reading texts | 71 | 2.84 | |
| Autonomous work | 150 | 6 | |
| Theoretical classes and seminars | 75 | 3 |
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.
Note: 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 |
|---|---|---|---|---|
| Oral defense | 20% | 2 | 0.08 | CA01, KA02, SA02 |
| Research pre-project | 50% | 0 | 0 | CA01, KA01, KA02, SA01 |
| Case Studies | 30% | 2 | 0.08 | KA01, KA02, SA01, SA02 |
The evaluation consists of three different parts:
Pre-project (50%)
Oral defense (20%)
Case studies (30%)
This subject doesn't provide for the single assessment system.
Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade.
A person who has completed less than 2/3 of the assessment activities will be considered “non-evaluable”.
The use of Artificial Intelligence (AI) technologies is permitted exclusively for tasks specified by the teaching team. 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 the 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.
PLAGIARISM
In the event that the student commits any irregularity that could lead to a significant change in the grade of an assessment act, this assessment act will be graded with 0, regardless of any disciplinary process that may be initiated. If multiple irregularities occur in the assessment acts of the same subject, the final grade for this subject will be 0
Bibliography
-Berganza, Maria Rosa & Ruiz-San Román, Jose Antonio (coords.) (2010). Investigar en comunicación: guía práctica de métodos y técnicas de investigación social en comunicación. Madrid: McGrawHill.
-Boyle, Michael & Schmierbach, Mike (2019). Applied communication research methods: Getting started as a researcher. London: Routledge.
-Campbell, Donald & 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.
-Croucher, Stephen & Cronn-Mills, Daniel (2015). Understanding communication research methods: A theoretical and practical approach. Routledge.
-Delgado, Juan Manuel y Gutiérrez, Juan (Coords) (1995). Métodos y Técnicas cualitativas de investigación en Ciencias Sociales. Madrid: Síntesis.
-Marçal, Heura; Kelso, Fiona & Nogués, Mercè (2011). Guía para el uso no-sexista del lenguaje. Servei de llengües, Universitat Autònoma de Barcelona. https://ced.cat/wp-content/uploads/2021/04/B2_2_Guia_uso_no_sexista_lenguaje.pdf.
-Hernández-Sampieri, Roberto, Fernández-Collado, Carlos, & Baptista, Pilar (2010). Fundamentos de metodología de la investigación. Madrid: McGraw Hill.
-Igartua, Juan Jose, & Humanes, Maria Luisa (2014). El método científico aplicado a la investigación en comunicación social. Portal de la Comunicación. https://cutt.ly/N5nQe4A.
-Krippendorff, Klaus (1990). Metodología de análisis de contenido. Teoría y práctica. Barcelona: Paidós.
-Neuendorf, Kimberly (2016). The content analysis guidebook. London:Sage
-Pink, Sara et al. (2019). Etnografia digital. Madrid: Morata.
-Ruiz Olabuénaga, Jose Ignacio (2007). Metodologia de la investigación cualitativa. Bilbao: Deusto.
-Torres-Toukoumidis, Ángel; León-Alberca, Tatiana (coords.) (2024). ComunicAI. La revolución de la Inteligencia Artificial en la Comunicación. Salamanca: Comunicación Social Ediciones y Publicaciones.
-UNESCO (2014). Indicadores de género para medios de comunicación: marco de indicadores para evaluar la sensibilidad en materia de género en las operaciones y contenidos mediáticos. https://es.scribd.com/document/260415367/UNESCOIndicadores-de-Genero-para-Medios-de-Comunicacion.
Software
Text Edition (Word o similar)
Presentations (Powerpoint o similar)
Spreadsheets (Excel o similar)
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 |
|---|---|---|---|---|
| (TEm) Theory (master) | 10 | Spanish | first semester | morning-mixed |