| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Understand the relationship between marketing research and decision-making.
- Know how to carry out the marketing research process.
- Know qualitative and quantitative research methods.
- Collect and analyze data
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | Yes(BUS231) |
|---|
| Recommended Optional Programme Components | No |
|---|
| Course Description | This course focuses on objectives, and processes of marketing research. Also, determination of research objectives, methods, research design, sampling size, the conduct of research, as well as application of results obtained from analysis and interpretation to marketing decisions are covered.
Students who miss more than 30% of total class hours receive an F2 grade. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introduction |
|
2nd Week |
Introduction to Marketing Research |
|
3rd Week |
Defining the Marketing Research Problem and Developing an Approach |
|
4th Week |
Research Design, Secondary and Syndicated Data |
|
5th Week |
Qualitative Research |
|
6th Week |
Survey and Observation |
|
7th Week |
Midterm |
|
8th Week |
Experimentation and Causal Research |
|
9th Week |
Measurement and Scaling, Questionnaire and Form Design |
|
10th Week |
Sampling Design and Procedures |
|
11th Week |
Data Collection |
|
12th Week |
Data Analysis |
|
13th Week |
Research Report Preparation,General Review |
|
14th Week |
Project Presentations and Report Submission |
|
| Recommended or Required Reading | Naresh K. Malhotra (2015). Essentials of Marketing Research: A Hands-On Orientation, Pearson. |
|---|
| Planned Learning Activities and Teaching Methods |
- Questions/Answers
- Discussion
- Lecture
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Assignment |
5 |
10 |
| Project |
1 |
20 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1.5 |
1.5 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
1 |
20 |
20 |
| Preparation for Final exam |
1 |
35 |
35 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
35 |
35 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1.5 |
1.5 |
| Homework |
5 |
1 |
5 |
| Project |
1 |
20 |
20 |
| Total Work Load | 160 |
| Total Work Load / 30 (h) | 5.33 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | English |
|---|
| Work Placement(s) | No |
|---|
