BUSZ310 Marketing Research

5 ECTS - 3-0 Duration (T+A)- 6. Semester- 3 National Credit

Information

Code BUSZ310
Name Marketing Research
Term 2023-2024 Academic Year
Semester 6. Semester
Duration (T+A) 3-0 (T-A) (17 Week)
ECTS 5 ECTS
National Credit 3 National Credit
Teaching Language İngilizce
Level Lisans Dersi
Type Normal
Mode of study Yüz Yüze Öğretim
Catalog Information Coordinator Prof. Dr. FATMA DEMİRCİ OREL
Course Instructor Prof. Dr. HATİCE DOĞAN SÜDAŞ (A Group) (Ins. in Charge)


Course Goal / Objective

This course concerns the use of marketing research as an aid to making marketing decisions.

Course Content

This course addresses how the information used to make marketing decisions is gathered and analyzed. Accordingly, this course is appropriate for both prospective users of research results and prospective marketing researchers.

Course Precondition

None

Resources

Marketing Research: An Applied Orientation, Global Edition Naresh K. Malhotra

Notes

Online article databases


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 Bilgi - Kuramsal, Olgusal Explaining business concepts and their interrelationships
PLO02 Bilgi - Kuramsal, Olgusal Explaining the basic theoretical models, numerical and statistical methods of business management 4
PLO03 Bilgi - Kuramsal, Olgusal Explaining the relationship between basic economics concepts and business management concepts
PLO04 Bilgi - Kuramsal, Olgusal Explaining how to apply theoretical, numerical and statistical methods used in business management 4
PLO05 Bilgi - Kuramsal, Olgusal Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management 3
PLO06 Bilgi - Kuramsal, Olgusal Applying business management methods by following the basic steps
PLO07 Bilgi - Kuramsal, Olgusal Determine appropriate methods to solve business problems 4
PLO08 Beceriler - Bilişsel, Uygulamalı Evaluate the results that are obtained from applications of business management methods. 4
PLO09 Beceriler - Bilişsel, Uygulamalı Use basic numerical and statistical softwares. 4
PLO10 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Use basic enterprise resource planning (ERP) softwares
PLO11 Yetkinlikler - Öğrenme Yetkinliği Working effectively individually and/or in a team 5
PLO12 Yetkinlikler - Öğrenme Yetkinliği Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. 5
PLO13 Yetkinlikler - İletişim ve Sosyal Yetkinlik Presenting information effectively in an unfamiliar field by using different sources within the framework of academic rules. 5
PLO14 Yetkinlikler - İletişim ve Sosyal Yetkinlik Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context 5
PLO15 Yetkinlikler - İletişim ve Sosyal Yetkinlik Accurately express the obtained information and comments verbally and in writing 5
PLO16 Yetkinlikler - Alana Özgü Yetkinlik Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods 4
PLO17 Yetkinlikler - Alana Özgü Yetkinlik Acting in accordance with social, scientific and professional ethical values ​​from an entrepreneurial perspective 4
PLO18 Yetkinlikler - Alana Özgü Yetkinlik Determining the most appropriate business management approaches, practices and methods by considering the sector, size, resources, culture, goals and objectives of the enterprises.
PLO19 Yetkinlikler - Alana Özgü Yetkinlik Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the activities of businesses, on businesses.


Week Plan

Week Topic Preparation Methods
1 Course Overview Syllabus Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
2 Introduction to Marketing Research Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
3 Steps in the Research Process Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
4 Research Design Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
5 Secondary Data Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
6 Focus Groups, Depth Interviews Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
7 Methods of Survey Research Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
8 Mid-Term Exam Studying for exam Ölçme Yöntemleri:
Yazılı Sınav
9 Questionnaire Design Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
10 Observation Techniques Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
11 Measurement and Scaling Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
12 Sampling Process Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
13 Data Collection, Preparation and Analysis 1 Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
14 Data Collection, Preparation and Analysis 2 Reading related chapter Öğretim Yöntemleri:
Anlatım, Tartışma
15 Presentation of Projects Preparing for presentation Ölçme Yöntemleri:
Proje / Tasarım
16 Term Exams Studying for exam Ölçme Yöntemleri:
Yazılı Sınav
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 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

Update Time: 04.05.2023 12:36