| 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 | No |
|---|
| Recommended Optional Programme Components | Man335 Marketing Planning |
|---|
| Course Description | This course focuses on the 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 |
Course Introduction |
|
2nd Week |
Introduction to Marketing Research |
|
3rd Week |
Defining the Marketing Research Problem |
|
4th Week |
Research Design and Secondary Data |
|
5th Week |
Qualitative Research |
|
6th Week |
Survey and Observation |
|
7th Week |
Midterm Exam |
|
8th Week |
Experiment and Causal Research |
|
9th Week |
Measurement and Scaling, Survey Design |
|
10th Week |
Sample Selection |
|
11th Week |
Data Collection |
|
12th Week |
Data Analysis |
|
13th Week |
Preparing the Research Report, General Evaluation |
|
14th Week |
Project Presentation and Report Submission |
|
| Recommended or Required Reading | Alvin C. Burns, Ronald F. Bush (2015). Pazarlama Araştırması (Çev. Ed. Fatma Demirci Orel). Nobel. |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Questions/Answers
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Assignment |
1 |
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 |
14 |
1 |
14 |
| Preparation for Final exam |
1 |
30 |
30 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
20 |
20 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1.5 |
1.5 |
| Homework |
1 |
7 |
7 |
| Project |
1 |
35 |
35 |
| Total Work Load | 151 |
| Total Work Load / 30 (h) | 5.03 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
