TÜRKÇE
ENGLISH
Information
| Code | EMG43718 |
| Name | Marketing Research and Ethics |
| Term | 2024-2025 Academic Year |
| Term | Fall and Spring |
| 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 | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. HATİCE DOĞAN SÜDAŞ |
| Course Instructor |
Prof. Dr. FATMA DEMİRCİ OREL
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to make students capable of defining marketing problems clearly, specifying appropriate research model for existing problem, gathering data systematically, analyzing and commenting on findings in line with ethical principles.
Course Content
This course consists of the subjects of definiton of marketing research, marketing 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
Notes
Buyology, Martin Lindstorm, Marka Publications, Second Edition, 2008. Büyük Veri iş Başında, Bernard Marr, MediaCat Publications, 2016. Small Data, Martin Lindstorm, Optimist Publications, 2016.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the marketing reserach methods and their applications. |
| LO02 | Apply selected research methods. |
| LO03 | Select the sample from the population. |
| LO04 | Build a simple questionnaire from a web-based survey. |
| LO05 | Conduct a depth interview method. |
| LO06 | Explain the neuromarketing research. |
| LO07 | Analyze the qualitative data. |
| LO08 | Write the marketing research report. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Describes the basic functions of marketing and explains their relations with each other. | 1 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Gathers and analyzes marketing information needed by businesses according to scientific research principles. | 5 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Defines marketing problems arising from internal and external environmental conditions and changes. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of marketing researches to be used in managerial decision making processes. | 4 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 3 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by using different sources within the framework of academic rules. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can effectively present the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | 4 |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively uses terms and concepts in marketing terminology in written and oral presentations. | 5 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Marketing Researches | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 2 | Steps of Marketing Research Process | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Qualitative Research Techniques | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 4 | Secondary Data Gathering | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | Questionnaire Method Questionnaire Design | Reading related parts | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Gösterip Yaptırma |
| 6 | Research Design and Sources of Potential Mistakes | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Scale and Scaling | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Alıştırma ve Uygulama, Gösterip Yaptırma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Ödev |
| 9 | Sampling and Sampling Methods | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 10 | Observation Method | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 11 | Metaphors in Marketin Research | Reading related parts | Öğretim Yöntemleri: Anlatım, Gösterip Yaptırma |
| 12 | Biometrics in Marketing Research | Reading related parts and watching related videos on Internet | Öğretim Yöntemleri: Anlatım, Gösteri, Örnek Olay |
| 13 | Neuroimaging Techniques in Marketing Research | Reading related parts and watching related videos on Internet | Öğretim Yöntemleri: Anlatım, Gösteri, Örnek Olay |
| 14 | Basic Principles of Research Ethics | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 15 | Ethics in scientific research process | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav, Proje / Tasarım |
| 17 | Term Exams | Studying 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 | ||