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Presentation
Presentation
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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP1652-7351
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
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.
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Objectives
Objectives
By the end of the course, students should be able to: Understand the role of research in communication, advertising, and marketing. Identify and distinguish between quantitative and qualitative research methods. Develop skills in selecting and applying appropriate methods to research problems. Explore techniques and tools applicable to market research, consumer behaviour and advertising effectiveness. Produce small applied research projects, from problem formulation to presentation of results.
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Teaching methodologies
Teaching methodologies
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.
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References
References
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.
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Assessment
Assessment
1. Avaliação Contínua
A Avaliação é contínua, considerando os seguintes parâmetros:
Projeto de Grupo – 30%
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Definição de problemática e pergunta de investigação.
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Planeamento metodológico (abordagens quantitativa e qualitativa).
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Aplicação da metodologia e análise de resultados.
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Relatório escrito e apresentação oral em grupo.
Projeto Individual – 40%
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Resenha crítica de um artigo científico.
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Deve evidenciar capacidade de síntese, análise crítica, rigor bibliográfico e clareza de escrita.
Participação e Assiduidade – 30%
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Frequência e pontualidade.
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Envolvimento em debates e atividades práticas.
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Contributo para a dinâmica de grupo.
Regras para avaliação contínua:
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Assiduidade mínima de 70% em regime de avaliação contínua.
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Nota mínima de 7 valores em cada elemento de avaliação.
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Os estudantes que terminem com uma nota entre 8 e 9 valores podem ser considerados para exame oral.
2. Avaliação Final
Os/As estudantes que não tenham sucesso na avaliação contínua podem realizar exame nas épocas de avaliação definidas pela instituição.
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1. Continuous Assessment
Assessment is continuous and considers the following components:
Group Project – 30%
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Definition of a research problem and question.
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Methodological planning (quantitative and qualitative approaches).
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Application of the methodology and data analysis.
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Written report and group oral presentation.
Individual Project – 40%
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Critical review of a scientific article.
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Must demonstrate synthesis skills, critical analysis, bibliographic rigor, and clarity of academic writing.
Participation and Attendance – 30%
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Attendance and punctuality.
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Engagement in debates and practical activities.
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Contribution to group dynamics.
Rules for continuous assessment:
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Minimum attendance of 70% is required for continuous assessment.
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Minimum grade of 7/20 in each assessment component.
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Students with a final grade between 8 and 9/20 may be considered for an oral exam.
2. Final Assessment
Students who are not successful in continuous assessment may sit the exam during the official examination periods established by the institution.
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Mobility
Mobility
No
