ISLZ310 Marketing Research

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

Information

Code ISLZ310
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 Türkçe
Level Lisans Dersi
Type Normal
Mode of study Yüz Yüze Öğretim
Catalog Information Coordinator Prof. Dr. FATMA DEMİRCİ OREL
Course Instructor
1 2
Prof. Dr. FATMA DEMİRCİ OREL (A Group) (Ins. in Charge)


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. Developing the ability to write a research report is another goal.

Course Content

Students will examine the fundamental concepts and techniques used in marketing research as decision-making tools. Problem formulation, research design, primary data collection, types of information and measurement scales, and evaluation and utilization of secondary data will be discussed. Other topics that will be discussed include structured and unstructured interviews, focus groups, exploratory research, causal research, sampling, survey design, data analyses, and interpretation.

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

Marketing Research, Ercan Gegez, 7th ed., Beta Publications, İstanbul, 2021.


Course Learning Outcomes

Order Course Learning Outcomes
LO01 List the marketing research process and different processes.
LO02 Identify sources of information.
LO03 Explain different research methods.
LO04 Apply selected research methods.
LO05 Build a simple questionnaire from a web-based survey.
LO06 Conduct a depth interview.
LO07 Analyse qualitative and quantitative data.
LO08 Write a market research project.
LO09 Explains the new generation marketing research methods applied with digitalization.


Relation with Program Learning Outcome

Order Type Program Learning Outcomes Level
PLO01 Bilgi - Kuramsal, Olgusal Explaining business concepts and their interrelationships 1
PLO02 Bilgi - Kuramsal, Olgusal Explaining the basic theoretical models, numerical and statistical methods of business management 3
PLO03 Bilgi - Kuramsal, Olgusal Explaining the relationship between basic economics concepts and business management concepts
PLO04 Bilgi - Kuramsal, Olgusal İşletme yönetiminde kullanılan kuramsal, sayısal ve istatistik yöntemlerin nasıl uygulanacağını açıklama
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 4
PLO06 Bilgi - Kuramsal, Olgusal Determine appropriate methods to solve business problems
PLO07 Bilgi - Kuramsal, Olgusal Evaluate the results that are obtained from applications of business management methods
PLO08 Beceriler - Bilişsel, Uygulamalı Use the basic numerical and statistical softwares 4
PLO09 Beceriler - Bilişsel, Uygulamalı Use the basic enterprise resource planning (ERP) softwares
PLO10 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Working effectively individually and/or in a team 5
PLO11 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.
PLO12 Yetkinlikler - Öğrenme Yetkinliği Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. 4
PLO13 Yetkinlikler - İletişim ve Sosyal Yetkinlik Presenting information effectively 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 requirements in academic and business context
PLO15 Yetkinlikler - İletişim ve Sosyal Yetkinlik Accurately express the obtained information and comments verbally and in writing 3
PLO16 Yetkinlikler - Alana Özgü Yetkinlik Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods
PLO17 Yetkinlikler - Alana Özgü Yetkinlik Acting in accordance with social, scientific and professional ethical values ​​from an entrepreneurial perspective
PLO18 Yetkinlikler - Alana Özgü Yetkinlik Determining the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, 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


Week Plan

Week Topic Preparation Methods
1 Introduction to Marketing Researches Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Tartışma
2 The Marketing Research Process Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Tartışma
3 Secondary Sources of Marketing Data Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Tartışma
4 Standardized Sources of Marketing Data Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Tartışma
5 The Choosing of Project Topics Literature Review Öğretim Yöntemleri:
Gösterip Yaptırma, Proje Temelli Öğrenme
6 Attitude Measurement Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
7 Survey Methods and Designing the Questionnaire Building a simple questionnaire from a web-based or paper based survey. Öğretim Yöntemleri:
Alıştırma ve Uygulama, Grup Çalışması
8 Mid-Term Exam Preparation for exam Ölçme Yöntemleri:
Yazılı Sınav
9 Observation Method Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Tartışma
10 Biometrics in Market Research Reading related parts from required materials and watching related videos on the Internet Öğretim Yöntemleri:
Anlatım, Örnek Olay, Gösteri
11 Neuroimaging Techniques in Marketing Research Reading related parts from required materials and watching related videos on the Internet Öğretim Yöntemleri:
Anlatım, Örnek Olay, Gösteri
12 Big Data Reading related parts from required materials and application Öğretim Yöntemleri:
Anlatım, Alıştırma ve Uygulama
13 Sampling and Determining the Sample Size Reading related parts from required materials. Öğretim Yöntemleri:
Anlatım, Problem Çözme, Örnek Olay
14 Data Collection and Analysis Watching videos of analysis programs on the Internet Öğretim Yöntemleri:
Anlatım, Gösterip Yaptırma
15 Preparing the Research Report Reading related parts from required materials. Ölçme Yöntemleri:
Proje / Tasarım, Performans Değerlendirmesi
16 Term Exams Preparation for exam Ölçme Yöntemleri:
Yazılı Sınav, Proje / Tasarım
17 Term Exams Preparation 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: 11.05.2024 08:46