TÜRKÇE
ENGLISH
Information
| Code | BAC321 |
| Name | Market Research |
| 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 |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
Course Goal
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
No prerequisite
Resources
Marketing Research, Nobel Publications, 2015, Ankara, Turkey, Editor:Fatma Demirci Orel
Notes
Marketing Research, Ercan Gegez, 7th Edition, Beta Publications, İstanbul, 2021.
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 | Bilgi - Kuramsal, Olgusal | Explain all the basic functions of the business conceptually. | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts. | 1 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Define the basic information about the law discipline related to the field of business administration. | 1 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Determine appropriate methods to solve business problems. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Research in the field of business and reports the results of the research for use in managerial decision-making processes. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Effectively work as a team and takes the necessary responsibility within the team. | 2 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | 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. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. | 2 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Use basic numerical and statistical analysis programs of business management. | 5 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses. | 2 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use/report/interpret Business Information Systems and sub-modules required by business management. | 5 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. | 4 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 2 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Marketing Research | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım |
| 2 | Announcement of the Marketing Research Process | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım |
| 3 | Exploratory research and qualitative studies | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 4 | Secondary data collection | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 5 | Data collection with survey | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Grup Çalışması |
| 6 | Research design and potential sources of error | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım |
| 7 | Observation | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Gösteri, Örnek Olay |
| 8 | Mid-Term Exam | Preparation for the Exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Experiment | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Tartışma, Alıştırma ve Uygulama |
| 10 | Measuring and scaling | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 11 | Survey design | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 12 | Sampling process | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Introduction to data analysis | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Grup Çalışması |
| 14 | Correlation analysis, Regression analysis, Nonparametric tests, Parametric tests. | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Grup Çalışması |
| 15 | Reporting in marketing research | Reading the relevant chapter from the given Source. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 16 | Term Exams | Preparation for the Exam | Ölçme Yöntemleri: Yazılı Sınav, Proje / Tasarım |
| 17 | Term Exams | Preparation for the Exam | Ölçme Yöntemleri: Yazılı Sınav, Proje / Tasarım |
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 | ||