TÜRKÇE
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Information
| Code | EMG23702 |
| 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. FATMA DEMİRCİ OREL |
| 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.
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 (Marketing Research, Alvin C. Burns, Ronald F. Bush, Pearson Publication). (462pages)
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 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 | Build a simple questionnaire from a web-based survey. |
| LO05 | Conduct a depth interview method. |
| LO06 | Explain the neuromarketing research method. |
| LO07 | Analyze the quantitative data. |
| LO08 | Writes the marketing research report. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defining the basic functions of the business and explaining their relations with each other. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defining the basic theories and models of business management, numerical and statistical methods. | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Applying the models used in business management. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Evaluating the results of the models applied in business management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | To be able to define business problems arising from internal and external environmental conditions and changes. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | To be able to solve basic business problems with analytical thinking ability. | 4 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | To be able to reach the most appropriate result by using numerical and statistical analysis programs in the solution of business problems. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Working effectively as a team member, taking responsibility individually and/or within the team. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Self-development by following current developments with the awareness of the continuity of learning in business life. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Synthesizing the information obtained by using different sources within the framework of academic rules. | 3 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | To be able to associate the knowledge gained in the field of business with the knowledge in different fields. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively presenting the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | 3 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Using terms and concepts in business terminology effectively in written and oral presentations. | 3 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | To act in accordance with ethical and legal issues encountered in the field of business administration and in different professional fields. | 4 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Identifying problems with a critical perspective and suggesting solutions. | 2 |
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 | Survey Method Questionnaire Design | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap, 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 | Biometrics in Marketing Research | Reading related parts and watching related videos on the Internet | Öğretim Yöntemleri: Anlatım, Gösteri, Örnek Olay |
| 12 | Neuroimaging Techniques in Marketing Research | Reading related parts | Öğretim Yöntemleri: Anlatım, Gösteri, Örnek Olay |
| 13 | Metaphors in Marketing Research | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma, 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 materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Proje / Tasarım, Yazılı Sınav |
| 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 | ||