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Information
| Unit | KOZAN FACULTY OF BUSINESS MANAGEMENT |
| BUSINESS ADMINISTRATION PR. | |
| Code | BAC321 |
| Name | Market Research |
| Term | 2021-2022 Academic Year |
| Semester | 5. 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. MURAT İSMET HASEKİ |
| Course Instructor |
Prof. Dr. FATMA DEMİRCİ OREL
(Güz)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Basic concepts of marketing research are learned. The marketing research process is familiar with basic research topics such as research types, data collection sources, data analysis, potential sources of error, measurement and scaling, survey design and sampling process, sampling methods and marketing research report.
Course Content
This course provides comprehensive information on marketing research, qualitative and quantitative methods applied in theory and practice. On the basis of consumer behavior, information is given about studies on determining what consumer behavior is and why it arises, integrated with current methods used in marketing research.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the marketing research process and different processes. |
| LO02 | Explains the sources of information. |
| LO03 | Indicates different research methods. |
| LO04 | Apply selected research methods. |
| LO05 | Gives an example for a simple web-based survey. |
| LO06 | Explains the deep conversation. |
| LO07 | It defines both qualitative and quantitative data. |
| LO08 | Implements a marketing 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. | 4 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. | 5 |
| PLO04 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 5 |
| 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. | 5 |
| 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 | 5 |
| 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. | 5 |
| PLO12 | - | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 4 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. | 4 |
| 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 | 5 |
| PLO16 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 5 |
| 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 | 4 |
| 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 | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Marketing Research | Reading the relevant chapter from the given Source. | |
| 2 | Announcement of the Marketing Research Process | Reading the relevant chapter from the given Source. | |
| 3 | Exploratory research and qualitative studies | Reading the relevant chapter from the given Source. | |
| 4 | Secondary data collection | Reading the relevant chapter from the given Source. | |
| 5 | Data collection with survey | Reading the relevant chapter from the given Source. | |
| 6 | Research design and potential sources of error | Reading the relevant chapter from the given Source. | |
| 7 | Observation | Reading the relevant chapter from the given Source. | |
| 8 | Mid-Term Exam | Preparation for the Exam | |
| 9 | Experiment | Reading the relevant chapter from the given Source. | |
| 10 | Measuring and scaling | Reading the relevant chapter from the given Source. | |
| 11 | Survey design | Reading the relevant chapter from the given Source. | |
| 12 | Sampling process | Reading the relevant chapter from the given Source. | |
| 13 | Introduction to data analysis | Reading the relevant chapter from the given Source. | |
| 14 | Correlation analysis, Regression analysis, Nonparametric tests, Parametric tests. | Reading the relevant chapter from the given Source. | |
| 15 | Reporting in marketing research | Reading the relevant chapter from the given Source. | |
| 16 | Term Exams | Preparation for the Exam | |
| 17 | Term Exams | Preparation for the Exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| 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 | ||