MCPR (Marketing Communications and Public Relations) Research

Raziskovanje v TKOJ

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 0 hours of exercises, 30 hours of seminars, 0 hours other forms of work)

Course holder:

izr. prof. dr. Samo Kropivnik


  • Asst. Prof. Dr. Urška Tuškej Lovšin






First semester

Study degree

1. level

    Course execution:

  • Undergraduate Programme of Communication studies - Marketing Communication and Public Relations


Students are allowed to participate in the course provided that they have completed the enrolment procedure. Recomended previously completed courses: 1. Statistics 2. Communication Science Research Foundaments

Objectives and competences

The course facilitates MRPR students to acquire fundamental skills for conducting research in the field of marketing communications and public relations and qualifies them to work in fundamental research positions. Competences: 1) Cooperation with clients in designing and conducting a field-specific research study as a team work. 2) Applying main marketing research and public relations research approaches, methods and techniques, using ICT skills. 3) Analysing and synthesising data with the aim to extract research results. 4) Professional, responsible and critical presentation of research results in oral and written format. 5) Empirical research results based consulting in the field of marketing communications and public relations.

Content (Syllabus outline)

The course addresses key elements of a field-specific research process and qualifies students to work in fundamental research positions in the field of marketing communications and public relations (MCPR). The field-specific research process encompass recognition of MCPR issues and their transformation into research problems, as well as making decisions about the nature of evidence, empirical data collection, analyses, results reporting and eventually consulting on the most advantageous courses of action. Active participation in a group MCPR research project is mandatory. The core of the project work is organized as a seminar in the computer lab. In the field, students have to collect evidence and data. The main topics of the course: 1) The role of research in marketing communications and public relations. The development of the field. Organizational aspects. Ethics in MCPR research. 2) Clients and symptoms. From issues to research problems. Purpose definition. Research design: exploratory, descriptive and explanatory research. Mixing and optimising designs. 3) Data collection design. Secondary data. Internet. Assessment of suitability and usability. Primary data. Interviews. Focus groups. Projection techniques. Surveys. Questionnaire design. Measurement. Sample design and sampling. Validity and reliability. 4) Analysis of interviews, focus groups and projection techniques. Univariate and bivariate statistical analyses with SPSS. Statistical inference. Research report and presentation of results. Visualisation of results (graphic presentations). Summarizing and integrating the results. Consulting.

Intended learning outcomes:

1) Apply, adapt and relate different research approaches, methods and techniques in the field of MCPR. 2) Create and revise a research design for basic research problems. 3) Conduct a research study, critically evaluate the results and report them. 4) Choose most productive strategies drawing on integrated research results. 5) Critically evaluate the significance of the completed research study for marketing communications and public relations processes.

Learning and teaching methods:

Mainly lectures and seminars, combined with project work. Supported by: e-learning, consultations, individual or group work with professors, field work, simulations, public speaking and role playing.


1) Written test during the semester 2) Group project work 3) Research report (written) 4) Presentation

Obligatory literature

1. Unit of obligatory literature:

Author: Churchill, Gilbert A.; Iacobucci, Dawn
Title: Marketing research : methodological foundations »
Edition: 9th ed., international student ed.
Publishing: Mason : Thomson/South-Western, 2008, cop. 2005
ISBN: 0-324-23693-X
COBISS.SI-ID: 29812061 - Record/s in the catalog ODKJG »
All obligatory literature in catalog ODKJG »

Additional literature

1. Unit of additional literature:

Author: Kropivnik, Samo; Kogovšek, Tina; Gnidovec, Meta
Title: Analize podatkov z SPSS-om 12.0 : predavanja in vaje »
Publishing: Ljubljana : Fakulteta za družbene vede, 2006
ISBN: 961-235-245-3; 978-961-235-245-5
COBISS.SI-ID: 229089536 - Record/s in the catalog ODKJG »
Notes: Dostop v Zebri

2. Unit of additional literature:

Author: Neuman, William Lawrence
Title: Social research methods : qualitative and quantitative approaches »
Edition: 7th ed., Pearson new international ed.
Publishing: Harlow : Pearson, cop. 2014
ISBN: 978-1-292-02023-5; 1-292-02023-7; 978-1-292-03361-7; 1-292-03361-4
COBISS.SI-ID: 28143875 - Record/s in the catalog ODKJG »
Notes: Dostop za FDV za enega uporabnika

3. Unit of additional literature:

Author: Proctor, Tony
Title: Essentials of marketing research »
Edition: 4th ed.
Publishing: Harlow ; New York : Financial Times/Prentice Hall, 2005
ISBN: 0-273-69494-4; 978-0-273-69494-6
COBISS.SI-ID: 30530653 - Record/s in the catalog ODKJG »
All additional literature in catalog ODKJG »

Hot to aquire credits:

For full study

  1. Lectures, seminars and individual consultations
    Research paper, resarch project, seminar paper or assignments
    Other written or oral tests or exams (ongoing examination)
    Other written or oral tests or exams (ongoing examination)

Curriculum was last modified on: 09.06.2020