This is a subject of second course which is taught altogether in two degrees: Advertising and Public Relations & Audiovisual Communication. Professionals of these fields need interdisciplinary training to be competent in their relations with people with jobs and businesses working in the grounds of Social Sciences.

The subject provides competences in scientific research and gives skills required in jobs related to consultancy and direction of the fields of communication, marketing and public relations.

The theme is supported by other ones existing in the first course: a) Statistics applied to Communication; b) Communication and Advertising: persuasive strategies. It evolves in parallel to other two subjects of second course: a) Management of documental sources; b) Marketing: concepts, strategies and techniques.

Due to its practical and basic character it sustains every ulterior matter which promotes generic and transverse competencies related to empiric research.

1. Take a reality with informative, advertising or communicative interest and transform it as a research project, and design the method for approaching it.

2. To develop an applied research in all its steps, from selecting appropriate research techniques to collecting data in order to execute several types of data analysis.

3. Write a research report intended to be used by professionals of the fields of publicity and communication or to be published by media.

TOPIC 1. THE RESEARCH PROCESS

- The research process: stages and elements

- Researches: types and distributions

- Quantitative and qualitative methods

- Preferred designs and strategies in the field of communication



TOPIC 2. THE RESEARCH PROJECT

- Research planning: elements to take into account

- Research questions and hypothesis

- Methods and techniques to approach research questions

- Write a research project



TOPIC 3. QUANTITATIVE RESEARCH WITH SURVEY

- Survey. Types

- Planning

- Questionnaires

- Collecting data

- Processing and analyzing data



TOPIC 4. QUALITATIVE RESEARCH: INTERVIEW AND FOCUS GROUP

- Types of interviews depending on research aims

- Design and planning

- The process of interviewing

- Analysis of information



TOPIC 5. PRESENTING RESULTS

- Types of reports: articles, presentations, press releases.

- How to write conclusions

- Evaluation of the project and its development: achievements and limitations

The subject uses these learning procedures: Lectures and practices

It is based in collaborative learning by outlining projects and solving problems. Above all, students will be encouraged to join themselves in participatory work.

Many tasks will be carried on using different types of teaching methods (lectures, practices in the classroom, and practices in the computer room):

- The professor will explain in lectures the main concepts to be used later for doing tasks.

- Collaborative work for filling tasks in the practical classes. Practices in the classroom and in computer room will be made to accomplish the established program.

- Students can make queries to the professor about the subject and topics in the hours stablished for consultation.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 60
  • Team projects (problem solving, project design)) (%): 40

ORDINARY EXAMINATION: ORIENTATIONS AND RENOUNCE

A CONTINUOUS evaluation is proposed for this subject and it includes:

1) Continuous evaluation which accounts for 40% of the final mark. It comprises a program of practices composed by individual and group tasks, with exercises fulfilled in the classroom, lab and outside the classroom.

2) Individual written exam which accounts for 60% of the final mark. Student will accomplish a written assessment to prove he has achieved the competences of this matter. Final exam is compulsory and it has to be passed in order to succeed the full subject.



If it is necessary to adapt the assessment to a distance and online environment, this theoretical-practical written exam will also be carried out synchronously, but at a distance (online), using the platforms and software that the UPV / EHU makes available to distance learning.



Criteria for evaluation: to identify problems and research questions; choose technical and design solutions; make concepts to become operative; proper sequencing of steps; using of documentary and technical resources; to adapt theoretical knowledge to the practical context.

Not to take the final examination is enough to RENOUNCE TO ORDINARY EXAM BASED IN CONTINUOUS EVALUATION. The final mark will be: not taken.

Following the existing rules student can also RENOUNCE TO THE CONTINUOUS EVALUATION by writing to Professor in a period of time not less than a month before the teaching time is ended (regulations for evaluation, art. 12.2).

The final mark of continuous evaluation only has value for the ordinary examination, this is to say, positive partial marks will not be saved for extraordinary examination.



FINAL EVALUATION

Regulations for the evaluation of students in degrees of UPV/EHU (BOPV nº50-13/03/2017) say: Anyway, students will have the right for been evaluated by de final examination system, independently of having take part or not in the continuous evaluation. For this students must present by written text to professor of the subject the renounce to continuous evaluation, and they will have a 9 weeks period to do this, from the beginning of the four month term. (art. 8.3)

Final assessment in ordinary examination will consist of a written exam which accounts for 100% of the mark.



If it is necessary to adapt the assessment to a distance and online environment, students who have applied for the final assessment must:

A) Carry out an integrated practical program of tasks that would cover the competences / learning outcomes of the subject and that will be delivered on the date of the ordinary call set by the academic calendar of the Faculty.

B) To carry out a theoretical-practical written test in synchronous mode, but online, using the platforms and software that the University of Basque Country makes available to distance learning.

EXTRAORDINARY EXAMINATION: ORIENTATIONS AND RENOUNCE

FINAL examination based in a theoretical and practical assessment made in the date fixed by the calendar of the Faculty. In this examination same criteria as in the ordinary one will be followed.

If it is necessary to adapt the assessment to a distance and online environment, this theoretical-practical written exam will also be carried out synchronously, but at a distance (online), using the platforms and software that the UPV / EHU makes available to distance learning.

Not to take the final examination is enough to RENOUNCE TO EXTRAORDINARY EXAM. The final mark will be: not taken.

All material required for attending classes like textbook and exercises will be available in the eGela platform

Basic bibliography

* Hair, J.F., Bush, R.P., Ortinau, D.J. (2004) Marketing Research. McGraw-Hill.

* Wimmer, R. and Dominick, J. (1994) Mass Media Research. Wadsworth.

In-depth bibliography

* O Leary, Z. (2017) The Essential Guide to Doing Your Research Project. Sage.

Journals

Journalism
https://journals.sagepub.com/home/jou
Journalism Studies
http://www.tandfonline.com/loi/rjos20
Communication Quarterly
http://www.tandfonline.com/loi/rcqu20
Journal of Applied Journalism & Media Studies
https://www.intellectbooks.co.uk/journals/view-Journal,id=220/

Web addresses

CENTRO DE INVESTIGACIONES SOCIOLÓGICAS (CIS) --> http://www.cis.es/cis/opencms/ES/index.html
ANEIMO -Asociación nacional de empresas de investigación de mercado y opinión pública-->
www. aneimo.com/