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Information
| Code | PYL703 |
| Name | Marketing Research and Ethics |
| Term | 2023-2024 Academic Year |
| Term | Fall |
| Duration (T+A) | 3-0 (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 | |
| Course Instructor |
1 |
Course Goal / Objective
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
Doç.Dr.Sait Gürbüz ve Doç.Dr.Faruk Şahin (2015), Sosyal Bilimlerde Araştırma Yöntemleri, Second Edition, Seçkin Publications, Ankara
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the marketing research methods and their applications. |
| LO02 | Explain the role of marketing research on specfying marketing problems. |
| LO03 | Identify the research problem in the marketing research process. |
| LO04 | Select the sample from the population. |
| LO05 | Builds a research model and the variables. |
| LO06 | Use statistical package programs and analyze data through marketing research methods. |
| LO07 | Comments on findings. |
| LO08 | Writes the marketing research report. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts of Marketing Management and explains their relations with each other | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines and compares theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Reaches and interprets information using scientific research methods. | 5 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Applies theories and models, numerical and statistical methods in marketing management. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results of theories and models, numerical and statistical methods applied in marketing management. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can determine the appropriate methods for solving the marketing problems encountered. | 2 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can implement marketing management methods through following the fundamental steps. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using basic numerical and statistical analysis programs. | 5 |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work in accordance with the objectives as a project manager or participant. | 2 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes an active role by taking responsibility individually and/or within the team. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | In recognition of the need for lifelong learning and continuous self-renewal, tracks the latest developments in the field of marketing. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Produces new information from the data obtained from scientific sources within the framework of academic rules and interprets them effectively. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present effectively the information obtained from the sources related to the field within the framework of academic rules by synthesizing. | 3 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 3 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Conducts original research on all the basic functions of marketing in accordance with scientific, institutional and social ethics. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies existing problems with a critical perspective and proposes solutions. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Marketing Research | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Research Model, Variables, Hypotheses | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma, Gösterip Yaptırma |
| 3 | Marketing Research Process and Mistakes | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Sources of Data | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | Determining Project Subjects | Reading related parts from course sources | Öğretim Yöntemleri: Grup Çalışması |
| 6 | Tools of Data Gathering | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Measurement and Scaling in Marketing Research | Reading related parts from course sources | Öğretim Yöntemleri: Tartışma, Anlatım, Alıştırma ve Uygulama |
| 8 | Mid-Term Exam | Preparing for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Sampling | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 10 | Preparing Data and Hypothesis Tests | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 11 | Data Analysis | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Grup Çalışması |
| 12 | Research Report Writing | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 13 | sic Principles of Scientific Ethics and Research Ethics | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Ethics in scientific research process | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Research and publication ethics | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for exam | Ölçme Yöntemleri: Yazılı Sınav, Proje / Tasarım |
| 17 | Term Exams | Preparing 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 | ||