TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES |
| BUSINESS ADMINISTRATION PR. | |
| Code | ISLZ310 |
| Name | Marketing Research |
| Term | 2019-2020 Academic Year |
| Semester | 6. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
| Course Instructor |
Prof. Dr. HATİCE DOĞAN SÜDAŞ
(Bahar)
(A Group)
(Ins. in Charge)
Doç. Dr. MEHMET ALİ BURAK NAKIBOĞLU (Bahar) (B Group) (Ins. in Charge) |
Course Goal / Objective
The aim of this course is to make students capable of defining marketing problems clearly, specifying appropriate research model for existing problems, gathering data systematically, analyzing and commenting on findings.
Course Content
This course consists of the subjects of definiton of marketing research, marketing research environment, types of marketing research, marketing reserach process and mistakes, data gathering process, scales, sampling, hypothesis tests and data analysis.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Translate a marketing problem into a feasible research question. |
| LO02 | Explain marketing research as a process that involves a sequence of activities, each compatible with the preceding stage(s). |
| LO03 | Explain in depth the strengths and weaknesses of alternative research designs. |
| LO04 | Explain sources of marketing information and gather those information. |
| LO05 | Gather and analyze marketing data. |
| LO06 | Design, execute and report a basic survey research project. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | List and define the concepts of business management, and explain their relations to each other | 5 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. | 5 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. | 0 |
| PLO04 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 4 |
| PLO05 | - | Explain how to interpret the results gathered through the application and/or implementation of conceptual models and/or numerical and statistical methods of business management. | 4 |
| PLO06 | - | Determine appropriate methods to solve business problems | 5 |
| PLO07 | - | Evaluate the results that are obtained from applications of business management methods | 5 |
| PLO08 | - | Use the basic numerical and statistical softwares | 5 |
| PLO09 | - | Use the basic enterprise resource planning (ERP) softwares | 0 |
| PLO10 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 5 |
| PLO11 | - | As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. | 0 |
| PLO12 | - | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 2 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. | 5 |
| PLO14 | - | Use Turkish and at least one foreign language in accordance with the requirements in academic and business context | 4 |
| PLO15 | - | Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format | 4 |
| PLO16 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 3 |
| PLO17 | - | Recognize and apply social, scientific and professional ethical values. | 5 |
| PLO18 | - | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives | 2 |
| PLO19 | - | Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affects the activities of businesses and interpret their impact on businesses | 2 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Marketing Researches | Reading related parts from required materials. | |
| 2 | Explorative Researches and Qualitative Studies | Reading related parts from required materials. | |
| 3 | Sources of Data Gathering | Reading related parts from required materials. | |
| 4 | Determining of Project Subjects | Reading related parts from required materials. | |
| 5 | Questionnaire Design | Reading related parts from required materials. | |
| 6 | Observation Methods | Reading related parts from required materials. | |
| 7 | Scales in Marketing Researches | Reading related parts from required materials. | |
| 8 | Mid-Term Exam | Preparation for exam | |
| 9 | Sampling Process | Reading related parts from required materials. | |
| 10 | Introduction to Data Analysis | Reading related parts from required materials. | |
| 11 | Preparing Data for Analysis | Reading related parts from required materials. | |
| 12 | Descriptive Analysis | Reading related parts from required materials. | |
| 13 | Multivariate Analysis | Reading related parts from required materials. | |
| 14 | The Research Report | Reading related parts from required materials. | |
| 15 | Presentations of Term Projects | Preparing for presentation | |
| 16 | Term Exams | Preparation for exam | |
| 17 | Term Exams | Preparation for exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 20 |
| General Assessment | ||
| Midterm / Year Total | 100 | 20 |
| 1. Final Exam | - | 80 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||