TÜRKÇE
ENGLISH
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 |
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 | ||