Research Methodologies Applied to Advertising and Marketing Studies

We intend with this unit to allow the students to consider, to value and to develop projects of analysis of different study objects in accordance with the different areas of investigation. It will be offered a generic approach of different conceptual pictures that allow the realization of valid and reliable investigations, namely at the level of data analysis. The unit is focused, nevertheless, in a set of methodologies and techniques that allow the analysis of material (digital or analogical) written, oral or audiovisual, like, for example, the methodologies and techniques of content analysis, of discourse analysis, case studies, construction of sceneries, as well, as methodologies of analysis of media and social media (essentially from the point of view of the reception and of the comparison between the objectives and the results/impacts).



Sandra Miranda


Sandra Miranda