TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES |
| BUSINESS ADMINISTRATION PR. (ENGLISH) | |
| Code | BUSZ310 |
| Name | Marketing Research |
| Term | 2024-2025 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 |
| Label | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
| Course Instructor |
Prof. Dr. HATİCE DOĞAN SÜDAŞ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Marketing research course aims to provide students with the knowledge and skills necessary to make more informed and data-based marketing decisions. This course focuses on understanding consumer behavior, analyzing market trends, evaluating the competitive environment, and supporting strategic decisions of businesses by applying the right research methods.
Course Content
Introduction to Marketing Research Definition and importance of marketing research Research types (qualitative & quantitative) Marketing research processes Research Process and Planning Problem determination and research objectives Research design (exploratory, descriptive, causal) Sampling methods and sample size Data Collection Methods Surveys and survey design Focus groups and in-depth interviews Observation and experimental research Data Analysis and Interpretation Basic statistical analyses Advanced analysis methods such as regression, factor analysis Use of data mining and artificial intelligence Impact of Marketing Research on Business Decisions Integration of consumer insights into marketing strategies Product development, pricing, distribution and promotion decisions Digital marketing and big data analytics Research Report Preparation and Presentation Techniques Reporting of research findings Graphic and visualization techniques Effective presentation skills
Course Precondition
None
Resources
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications. Hyman, M., & Sierra, J. (2010). Marketing research kit for dummies. John Wiley & Sons. Chaudhary, K., & Alam, M. (2022). Big data analytics: applications in business and marketing. Auerbach Publications.
Notes
Online article databases
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the basic concepts, methods and processes of marketing research. |
| LO02 | Explains different types of research and their effects on marketing decisions. |
| LO03 | Prepare a marketing research plan and use appropriate data collection methods. |
| LO04 | Analyses collected data using statistical methods and interprets it for marketing strategies. |
| LO05 | Designs original marketing research for a real business or brand. |
| LO06 | Critically evaluates different marketing research studies and discusses their strengths and weaknesses. |
| LO07 | Makes informed, data-driven decisions based on uncertain or incomplete data about the market. |
| LO08 | Communicates marketing research findings in a professional report and presentation format. |
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, Alıştırma ve Uygulama |
| 3 | Steps in the Research Process | Reading related chapter | Öğretim Yöntemleri: Anlatım, Grup Çalışması |
| 4 | Research Design | Reading related chapter | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | Secondary Data | Reading related chapter | Öğretim Yöntemleri: Anlatım, Gösterip Yaptırma |
| 6 | Focus Groups, Depth Interviews | Reading related chapter | Öğretim Yöntemleri: Anlatım, Grup Çalışması |
| 7 | Methods of Survey Research | Reading related chapter | Öğretim Yöntemleri: Anlatım, Gösterip Yaptırma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Questionnaire Design | Reading related chapter | Öğretim Yöntemleri: Proje Temelli Öğrenme , Örnek Olay |
| 10 | Observation Techniques | Reading related chapter | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 11 | Measurement and Scaling | Reading related chapter | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 12 | Sampling Process | Reading related chapter | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 13 | Data Collection, Preparation and Analysis 1 | Reading related chapter | Öğretim Yöntemleri: Anlatım, Gösterip Yaptırma |
| 14 | Data Collection, Preparation and Analysis 2 | Reading related chapter | Öğretim Yöntemleri: Anlatım, Grup Çalışması |
| 15 | Presentation of Projects | Preparing for presentation | Öğretim Yöntemleri: Bireysel Çalışma |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
Assessment (Exam) Methods and Criteria
Current term shares have not yet been determined. Shares of the previous term are shown.
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
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 | ||