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Information
| Code | MG43718 |
| Name | Marketing Research and Ethics |
| Semester | . Semester |
| Duration (T+A) | 3-3 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
Course Goal
With this course, it is aimed to provide students with the ability to define marketing problems clearly, to determine the appropriate research model for the problem, to systematically collect and analyze the necessary information, and to interpret it by drawing conclusions in line with ethical principles.
Course Content
This course consists of the subjects of definiton of marketing research, maketing research environment, types of marketing research, marketing reserach process and mistakes, data gathering process, scales, sampling, hypothesis tests and data analysis
Course Precondition
No prerequisite
Resources
Marketing Research, Nobel Publications, 2015, Ankara, Turkey, Editor: Fatma Demirci Orel (Marketing Research, Alvin C. Burns, Ronald F. Bush, Pearson Publication). (462pages)
Notes
Buyology, Martin Lindstorm, Marka Publications, Second Edition, 2008. Büyük Veri iş Başında, Bernard Marr, MediaCat Publications, 2016. Small Data, Martin Lindstorm, Optimist Publications, 2016.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the marketing reserach methods and their applications. |
| LO02 | Explain the role of marketing research on specfying marketing problems. |
| LO03 | Apply selected research methods. |
| LO04 | Select the sample from the population. |
| LO05 | Build a simple questionnaire from a web-based survey. |
| LO06 | Conduct a depth interview method. |
| LO07 | Analyzes the qualitative data. |
| LO08 | Writes the marketing research report. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Can define the basic marketing functions and explain their relations with each other. | 1 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Can describe the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Collects and analyzes marketing information needed by businesses according to scientific research principles. | 5 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can define marketing problems arising from internal and external environmental conditions and changes. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of the marketing researches to be used in managerial decision making processes. | 4 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 3 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | 1 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by different sources within the framework of academic rules. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively presents the information and comment obtained by different sources within the framework of academic rules, verbally and in writing. | 4 |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can use the terms and concepts in marketing terminology effectively in written and oral presentations. | 5 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Marketing Researches | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 2 | Steps of Marketing Research Process | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Qualitative Research Techniques | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 4 | Secondary Data Gathering | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 5 | Survey Method Questionnaire Design | Reading related parts | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 6 | Research Design and Sources of Potential Mistakes | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 7 | Scale and Scaling | Reading related parts | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Sampling and Sampling Methods | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 10 | Observation Method | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 11 | Data Preparing and Hypothesis | Reading related parts | Öğretim Yöntemleri: Anlatım, Gösterip Yaptırma |
| 12 | Data Analysis and Report Writing | Reading related parts | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Gösterip Yaptırma |
| 13 | Basic Principles of reserach ethics | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Ethics in scientific research process | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay, Tartışma |
| 15 | Research and publication ethics | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav, Proje / Tasarım |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
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 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||