Subject

Advertising Research

5th SEMESTER / COURSE: ADVERTISING AND MARKETING

This course is designed to introduce the students to THE effective social science research methods that are commonly used in advertising.
The main focus is on the acquisition of knowledge of a set of methods, techniques and tools that are critical for the development of a research project within the advertising area. The students are expected to understand and gain practice in developing the research question, the theoretical frame and the main goals of the research, as well as operationalize the research, analyzing data and reporting. This course also intends that students develop skills to design and perform qualitative focus groups, concept tests and communication tests.

 

RESPONSIBLE TEACHER:

Rosário Correia

TEACHER(S):

Ana Cristina Antunes
Rosário Correia