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Research Methods and Tools

Code: 43403
Credits: 9
2026/2027
Degree programme Type Course
Strategic Planning in Advertising and Public Relations OB 1

Contact lecturer

Name :
Patrícia Lazaro Pernias
Email :
patricia.lazaro@uab.cat

Teaching staff

Alfonso Gonzalez Quesada
Albert Vinyals Ros

Group languages

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

Prerequisites

There are no prerequisites for taking the course.

Objectives

- To provide students with the conceptual and methodological instruments essential to develop scientific research, both from the perspective of commercial and applied research as well as basic research.

- To familiarize students with the three major methodological perspectives (qualitative, quantitative and experimental) of the social sciences.

- To support students in the theoretical and methodological approach to their end-of-master projects.

 

Learning outcomes

  1. Successfully carry out a research project.
  2. Apply creative solutions to research problems in advertising and PR.
  3. Identify and classify the new specific techniques for market research.
  4. Relate different perspectives and methodological approaches in the course of a research project.
  5. Subject theories and research findings to methods of verification or comparison.
  6. Decide whether to try out new approaches and methods of analysis on the basis of the literature on the discipline of strategic communication.
  7. Know and use the contributions of women and gender studies in the discipline.
  8. Know how to use inclusive and non-sexist language.
  9. Learn to make visible the contributions made by women in all areas of society and consider their experience as a documentary source of primary importance.
  10. Know how to collect, systematise, conserve and disseminate information about women, works written by women, documents referring to the laws and policies of equality and those generated by research into gender studies, evaluating gender bias which may be included in existing searches and descriptors.
  11. Know how to distinguish in theoretical and empirical analyses the effects of sex and gender variables.
  12. Know how to identify the intersection of gender inequality with other inequalities (age, class, race, sexuality and identity/gender expression, functional diversity etc.).
  13. Decide on the best research methodology for each case according to the research objectives set out.
  14. Between the different techniques to measure consumer behaviour chose the most appropriate for the research in question.
  15. Know how to undertake research with a gender perspective.
  16. Identify the contributions of gender study to the research topic.
  17. Know how to create and use qualitative and quantitative indicators including statistics to gain a better understanding of gender inequalities and differences in the needs, conditions, values and aspirations of women and men.

Contents

Unit 1. The Scientific Method in Advertising and Public Relations Research (Prof. Patrícia Lázaro Pernias)


1.1. Fundamental characteristics of the scientific method.


1.2. The research problem.


1.3. Definition as a scientific tool.


1.4. The paradigm as an instrument for scientific organization.


1.5. Hypotheses and testability.


1.6. Research designs: qualitative, quantitative, and experimental.


1.7. Variables.


1.8. Analysis and measurement instruments.



Unit 2. Applications of Neuromarketing to Strategic Planning (Prof. Albert Vinyals)


2.1. Attention and perception: Eye Tracking software.


2.2. Sensory marketing: smell, hearing, taste, touch, and sight.


2.3. Biometric methods for measuring consumers’ emotional responses: EEG, facial coding, GSR, and fMRI.


2.4. Contributions of market research companies to the study of consumer behaviour.



Unit 3. Bibliographic and Information Resources for Research in Strategic Planning (Prof. Alfons González)


3.1. The information search process in the context of scientific and applied research.


3.2. Bibliographic resources.


3.3. AI applied to bibliographic research.


3.4. Tools for assessing the quality and impact of scientific output.



The course content will be sensitive to issues related to the gender perspective.

Learning activities and methodology

Title Hours ECTS Learning outcomes
Theoretical sessions and case studies 45 1.8 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17
Tutorials 10 0.4 1, 2, 3, 4, 5, 6
Drafting and reviewing the work 70 2.8 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17
Reading and exercise development 60 2.4 1, 2, 3, 4, 5, 6, 7, 10, 11, 13, 14, 15, 16

The course combines lectures, theory-oriented guided activities, supervised activities carried out both individually and in groups, and a set of autonomous learning activities aimed at achieving the module’s objectives. Each of the thematic blocks into which the course content is structured is taught by faculty members who are specialists in the corresponding subject area.


Students will be organized into groups, each of which will work on a specific research case. Throughout the course, the groups will undertake various practical activities designed to apply the knowledge acquired during the teaching sessions to their respective cases. The outcomes of these activities, developed through both individual and collaborative autonomous work, should culminate in the formulation of a research project that may constitute the basis for the Master’s Thesis (Master’s Final Project).


The detailed schedule, including the content of the different sessions, will be presented on the day the course is introduced and will also be available on the course Virtual Campus. There, students will find the teaching materials deemed appropriate by the faculty, as well as all the information necessary for the proper follow-up of the course. Should there be a change in the teaching modality due to force majeure, in accordance with the decisions of the competent authorities, the teaching staff will inform students of any changes affecting the course schedule and teaching methodologies.

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

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Exam (Unit 2) 25% 10 0.4 1, 3, 4, 7, 11, 12, 14
Research project: theoretical and methodological approach (class exercises and final work) (Unit 1) 50% 20 0.8 1, 2, 3, 4, 5, 6, 7, 8, 11, 12, 13, 14, 15, 17
Bibliographic search work (Unit 3) 25% 10 0.4 1, 4, 5, 6, 7, 9, 10, 16

Assessment

Each unit of the course, both in continuous and single assessment, will be evaluated by the specialist lecturer responsible for it.

To pass the course, in both continuous and single assessment modes, students must pass the assessment activities of the three units. The final grade will be the weighted average of the three marks (Unit 1 – 50%; Unit 2 – 25%; Unit 3 – 25%).


Resit assessment

Students will be entitled to resit the course if they have been assessed on a set of activities accounting for at least two-thirds (2/3) of the total course grade.

The resit will consist of repeating the failed activity or activities.


Single assessment

Students opting for single assessment must complete the following activities:

  1. Preparation of a research project: theoretical and methodological framework (Unit 1) (50%).
  2. Theoretical exam (Unit 2) (25%).
  3. Bibliographic search exercise (Unit 3) (25%).


Students concerned will be informed in advance of the place, date and submission deadline for the project, as well as the date of the theoretical exam and the bibliographic search exercise.


The resit for single assessment will consist of repeating the failed activity or activities.

Students who have not completed at least 50% of the assessment activities of the course will be considered NOT ASSESSED (NO EVALUABLE) and this will appear in the final grade.


For students in the second examination period, no synthesis test is scheduled.


USE OF ARTIFICIAL INTELLIGENCE

The use of Artificial Intelligence (AI) technologies in this course is permitted exclusively as a support tool, such as for bibliographic or information searches, text proofreading or translation, support in applying certain research methodologies, and other uses that may be introduced during the course and duly indicated by the teaching staff.

Students must clearly identify which parts have been generated using such technologies, specify the tools used, and include a critical reflection on how they have influenced the process and the final outcome of the activity. Lack of transparency in the use of AI in an assessed activity will be considered academic misconduct and may result in partial or total grade penalties, or more severe sanctions in serious cases.


PLAGIARISM

If a student engages in any irregularity that may lead to a significant alteration of the grade of an assessed activity, that activity will be graded 0, regardless of any disciplinary procedure that may be initiated. If multiple irregularities occur within the same course, the final course grade will be 0.


IRREGULARITIES

Any irregularity in an assessment activity (academic fraud, plagiarism, or improper use of AI unless expressly authorised in the course guide) that may significantly affect the grade will result in a 0 for that activity. If the course guide requires a minimum grade in that activity to pass the course, or if multiple irregularities occur, the final course grade will be 0. A disciplinary procedure may also be initiated against the student involved.


Any student suspected of submitting work generated by AI, produced by others, or copied, or containing AI-generated content without proper acknowledgement or outside permitted conditions, may be required to provide drafts or other materials demonstrating original authorship. They may also be asked to explain or defend their work orally. The teaching staff may use AI detection systems or other verification methods deemed appropriate. If irregularities are confirmed after review, the work may be graded 0 and additional disciplinary measures may be applied.

Bibliography

      • Ariely, Dan (2008): Las Trampas del deseo: cómo controlar los impulsos irracionales que nos llevan a error. Ariel.
      • Berganza Conde, María Rosa y Ruiz San Román, José A. (2005): Investigar en comunicación. Mc Graw Hill. Madrid.
      • Bunge, Mario (1989): La investigación científica, Ariel, Barcelona.
      • Cacioppo, John T., Berntson, Gary G., Larsen, J. T., Poehlmann, K. M., & Ito, T. A. (2000). «The psychophysiology of emotion.» Handbook of emotions, 2, 173-191.
      • Damasio, Antonio R. (1994). El error de Descartes: la razón de las emociones. Andrés Bello.
      • Dooley, Roger: Brainfluence (2015): 100 formas de convencer y persuadir a través del neuromarketing. Empresa Activa.
      • García Roldán, José Luis (1995): Cómo elaborar un proyecto de investigación, Universidad de Alicante, Secretaría de publicaciones.
      • Hernandez Sampieri, Roberto Fernandez Collado, Carlos  y Baptista Lucio, Pilar (2003): Metodología de la Investigación. McGraw-Hill Interamericana. (3ª edición). México DF.
      • Igartua, Juan José y Humanes, María Luisa (2004): Teoría e investigación en comunicación social. Editorial Síntesis. Madrid.
      • Igartua, Juan José (2006): Métodos cuantitativos de investigación en comunicación. Ed Bosch SA.
      • Kahneman, Daniel (2012). Pensar rápido, pensar despacio. Debate.
      • Laramée, Alain et Valée, Bernard (1991): La recherche en communication. Élements de méthodologie. Presses de l’Universite du Quebeq.
      • Lindström, Martin (2010): Buyology : verdades y mentiras de por qué compramos.Gestión 2000.
      • Lipovetsky, Gilles (2008) La felicidad paradójica: Ensayo sobre la sociedad de hiperconsumo, Ed. Anagrama: Barcelona.
      • Martínez, José Luis, Garrido, Eugenio y Valdunquillo, María Isabel (2012). Análisis de la emoción en el discurso político a partir de un nuevo sistema de registro psicofisiológico y su aplicación a las ciencias políticas. Universidad de Salamanca, Departamento de psicología evolutiva, http://gredos.usal.es/jspui/bitstream/10366/22533/1/DPEE_analisisdelaatencion.pdf
      • Reeve, Johnmarsahall (2001). Understanding motivation and emotion. New York: Wiley.
      • Santesmases, Miguel (2012): Marketing. Conceptos y estrategias. Madrid, Ediciones Pirámide.
      • Sierra Bravo, Restituto (1991): Técnicas de investigación social. Teoría y ejercicios. Madrid, Editorial Paraninfo S.A.
      • Spence, Charles & Gallace, Alberto (2011) Multisensory Design: Reaching Out to Touch the Consumer. Psychology & Marketing, Vol. 28(3): 267–308.
      • Thaler, Richard H. (2016). Todo lo que he aprendido con la psicología económica. Barcelona, Deusto.

Software


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) 30 Spanish first semester afternoon