On a knowledge dimension this course has the purpose to lead students to a broad understanding about the various elements and steps involved in the research process, so that they can develop research projects applied to advertising. The development of research skills in students consists on mastery of research methods and tools in advertising research, through the implementation of either qualitative research methods, and also applying concept testing and communication testing.

At the end of this course the student should have acquired the level of skills and the ability to

1. Formulate a general problem of research

2. Develop an appropriate research plan

3. Use qualitative research methods and techniques applied to the study of advertising

4. Learning communication pre-testing techniques