TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Master's Degree With Thesis
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	Associate Professor Selay Ilgaz Sümer
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Understand the relationship between marketing research and decision making. 2) Know how a marketing research process conducted 3) Know the strengths and weaknesses of alternative research design. 4) Comprehend the range of qualitative and quantitative techniques and methods available in market research, including applicability and limitations 5) Can collect and analyze data and interpret the results.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION	This course focuses on objectives and processes of marketing research. Also, determination of research objectives, methods, research design, sampling size, conduct of research, as well as application of results obtained from analysis and interpretation to marketing decisions are covered.
COURSE CONTENTS	WEEK TOPICS 1st Week Introduction to the course & Introduction to marketing research 2nd Week Marketing research process 3rd Week Research design 4th Week Exploratory research design: Qualitative research 5th Week Descriptive research design 6th Week Measurement and scaling 7th Week Questionnaire design, 8th Week Mid-term examination 9th Week Sampling: design and procedures 10th Week Field work, SPSS Lab 11th Week Descriptive statistics, SPSS LAb 12th Week Hypothesis testing, SPSS Lab 13th Week Group presentations-I 14th Week Group presentations-II
RECOMENDED OR REQUIRED READING	Malhotra, Naresh K., (2009). Marketing Research: An Applied Orientation, Prentice Hall Noresh, Malhotra. Marketing Research and SPSS 11.0 Package (International Edition). 4. Baskı, Pearson Education, 2003.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 20 Assignment 1 20 Project 1 35 Attendance 1 5 Total(%) 80 Contribution of In-term Studies to Overall Grade(%) 80 Contribution of Final Examination to Overall Grade(%) 20 Total(%) 100
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No