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1. Qualitative research methods and tools 2. Quantitative research methods and tools 3. Experimental design 4. Content analysis 5. Scales for measuring attitudes and perceptions 6. Measurement of associations, message credibility, and comprehension 7. Methods for measuring audience response at the cognitive, affective, and behavioral levels

Part I provides an introduction to issues related to research in general. It provides students with a framework for planning and conducting communication and advertising research (Topic 01) and introduces students to ethical considerations in research, including research ethics in an online environment (Topic 02). Part II discusses sources of information in research. It includes key learnings on secondary information (Topic 03), and sampling (Topic 04). Part III focuses on qualitative research. It first introduces students to a broad range of qualitative data collection techniques including qualitative interviewing, projective techniques, repertory grid, and laddering (Topic 05). Topic 06 discusses planning and conducting focus groups. Finally, students will be offered detailed guidance for the analysis of qualitative data (Topic 07). Part IV compliments the qualitative discussion with a focus on quantitative research. Part IV¿s first segment (Section 1/3) consists of an overview of observation research (Topic 08), discussing human and automated observation of consumer behavior, including the observation of online behaviors. Topic 09 helps students understand the different options for collecting survey data and possible issues related to response rates. The second segment of Part IV (Section 2/3) focuses on data collection. After a discussion of measurement and related issues (Topic 10), students will learn how to phrase and construct survey questions (Topic 11), and how to design a questionnaire (Topic 12). Part IV´s last segment includes an overview of experimentation techniques (Topic 13) followed by an introduction to quantitative data analysis via descriptive and inferential statistics (Topics 14 and 15).

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.