Class Research Methodologies

The Research Methodologies Curricular Unit introduces the fundamental principles, processes, and practices of research applied to the fields of Communication, Marketing and Advertising. It aims to develop skills to understand, plan and carry out research using both quantitative and qualitative approaches. The course establishes a distinction between common sense and scientific knowledge, encouraging students to problematize communication and consumption phenomena and to develop relevant research questions for the sector.

Not applicable

Scientific research: fundamental concepts, objectives, and stages. Research in Communication, Marketing and Advertising: specificities and areas of application. Definition of problems and formulation of research questions. Main data collection methods: surveys, interviews, focus groups, observation. Data analysis methods: descriptive statistical analysis, content analysis, thematic analysis. Ethics in research in the social sciences and communication. Structure and writing of academic work: critical review, research report and oral presentation. Digital tools to support research and bibliographic management.

The course is based on a combination of: Lectures introducing fundamental concepts. Practical exercises and group seminars, including critical analysis of scientific articles. Individual and group projects applying methodologies to concrete cases in communication, marketing and advertising. Brainstorming sessions focused on the formulation of research problems. Individual tutorials to support project development.

Aguinis, H. (2024). Research methodology: Best practices for rigorous, credible, and impactful research. SAGE Publications, Inc. Coutinho, C. P. (2013). Metodologia de investigação em ciências sociais e humanas: Teoria e prática (2.ª ed.). Edições Almedina. Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications. Day, R. A., & Gastel, B. (2021). How to Write and Publish a Scientific Paper. Cambridge University Press. Lim, Y. J. (2024). Strategic Communication Research in the Age of AI: Quantitative and Qualitative Methods (1st ed). Rowman & Littlefield Publishers, Incorporated. Quivy, R., & Van Campenhoudt, L. (2005). Manual de Investigação em Ciências Sociais. Gradiva.