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Information
| Code | MG3821 |
| Name | Marketing Research and Ethics |
| Term | 2023-2024 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
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 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 | Perform the sampling process. |
| LO05 | Build a research model and variables. |
| LO06 | Use statistical package programs and analyze data through marketing research methods. |
| LO07 | Comment on findings. |
| LO08 | Write the marketing research report. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic theoretical models for business field | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Lists and identifies the theories that will contribute to the development of scientific methods and tools used in business | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Has an understanding of the legal and ethical issues faced by the Business profession | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how to interpret the findings as a result of models used in business methods. | 5 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Creates sufficient knowledge to find a solution to the problems met by business | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Contributes to business by following the basic steps of the methods used in business | |
| PLO07 | Bilgi - Kuramsal, Olgusal | Apply the application of business management methods. | |
| PLO08 | Bilgi - Kuramsal, Olgusal | Encourages taking responsibility, claiming the lead and working effectively in a team and / or individually. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal | |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Has a good command of Turkish, as well as at least one another foreign language in accordance with the requirements of academic and work life | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Develops and implements new research methods that will contribute to the development of the business field | 3 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Develops new guidelines for the business managers’ decision making processes by researching on sub-disciplines of the business field. | 5 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Forms the basis for the decision-making process by researching on the science of business field | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing Researh and the Science | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Research Model, Variables, Hypotheses | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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, Tartışma |
| 5 | Determining Project Subjects | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 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: Anlatım, Tartışma, Alıştırma ve Uygulama |
| 8 | Mid-Term Exam | Preparing for exam | Ölçme Yöntemleri: Sözlü Sınav, Performans Değerlendirmesi |
| 9 | Sampling | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 10 | Preparing Data and Hypothesis Tests | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 11 | Preparing Data for SPSS 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: Alıştırma ve Uygulama, Anlatım |
| 13 | Basic 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 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||