The aim of this unit is to develop students' knowledge in the research corpus, in qualitative or quantitative databases, enabling them to obtain reliable results in the field of applied research to Advertising and Marketing.

At the end of this course the student should be able to:

- Analyze the databases for each type of quantitative research, choosing the appropriate analysis techniques according to the aim and the variables in the study;

- Analyze and apply various types of techniques and instruments of a qualitative nature, leading them to obtain reliable results;

- To integrate different methods and techniques of data analysis into research practice.