| 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) | -
|
| 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) Can translate a marketing problem into a feasible research question.
3) Know how a marketing research process conducted
4) Understand of the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted
5) Know the strengths and weaknesses of alternative research design.
6) Comprehend the range of qualitative and quantitative techniques and methods available in market research, including applicability and limitations
7) Know about sampling design
8) 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 | MAN535 Marketing Planning or MAN534 Consumer Behavior |
| 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
Ek kaynaklar:
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 | 2 | 10 | | Project | 1 | 35 | | Attendance | 1 | 5 | | Total(%) | | 70 | | Contribution of In-term Studies to Overall Grade(%) | | 70 | | Contribution of Final Examination to Overall Grade(%) | | 30 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 3 | 3 | | Preparation for Quiz | | | | | Individual or group work | 14 | 3 | 42 | | Preparation for Final exam | 1 | 100 | 100 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | 1 | 80 | 80 | | Laboratory (including preparation) | | | | | Final exam | 1 | 3 | 3 | | Homework | 1 | 12 | 12 | | Project | 1 | 40 | 40 | | Total Workload | | | 322 |
|---|
| Total Workload / 30 | | | 10,73 |
|---|
| ECTS Credits of the Course | | | 10 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
