Advanced Research Methods in Advertising and PR
7.5 credits cr.
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The course aims to provide the student with knowledge of scientific methods and to be preparatory for essay writing at master's level in advertising and PR.
The goal is that the student after completing the course should be well acquainted with various quantitative and qualitative methods to be able to conduct empirically based scientific research in the social sciences. In the course, the student acquires knowledge of how scientific methodology can be chosen and performed from different research perspectives and with regard to research questions.
The course provides in-depth knowledge of:
- Scientific approaches
- Method selection and research design
- Quantitative methods
- Qualitative methods
- Academic writing
- Research ethics
The course consists of a combination of lectures, seminars, group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course.
The course workload is 200 hours, equivalent to 7,5 higher education credits.
The language of instruction is English. Teaching takes place mainly on campus. For more detailed information, see the study guide, published on the learning platform when the course commences.
Assessment for the course will be continuous and is carried throughout the different course activities. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from the different assessment tasks are added up to a total course score that will then translate into the final grade for the course.
The course contains the following weighted assessment tasks:
1. Assessment task 1: Written individual exam: examines learning objectives 1–4; constitutes 60% of total course points
2. Assessment task 2: Seminar participation, group assignments and group presentations: examines learning objectives 1–4; constitutes 40% of total course points.
The examination is conducted in English.
ScheduleThe schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course.
Course literatureNote that the course literature can be changed up to two months before the start of the course.See syllabus for reading list
Course coordinator: firstname.lastname@example.org
Head of course: Carl Yngfalk