| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Bachelor's Degree |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 5 |
| NAME OF LECTURER(S) | Professor Feride Bahar Işın
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 to carry out the marketing research process.
3) Know qualitative and quantitative research methods.
4) Collect and analyze data
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | Yes(BUS231) |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | No |
| COURSE DEFINITION | 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. |
| 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 Exam
| | 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 and Data Analysis
| | 12th Week | Research Report Preparation
| | 13th Week | Project Presentations and Report Submission
| | 14th Week | Project Presentations and Report Submission
|
|
| RECOMENDED 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 | 35 | | Project | 1 | 20 | | Total(%) | | 55 | | Contribution of In-term Studies to Overall Grade(%) | | 55 | | Contribution of Final Examination to Overall Grade(%) | | 45 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 2 | 2 | | Preparation for Quiz | | | | | Individual or group work | 14 | 1 | 14 | | Preparation for Final exam | 1 | 40 | 40 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | 1 | 30 | 30 | | Laboratory (including preparation) | | | | | Final exam | 1 | 2 | 2 | | Homework | | | | | Project | 1 | 20 | 20 | | Total Workload | | | 150 |
|---|
| Total Workload / 30 | | | 5 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | English |
| WORK PLACEMENT(S) | No |
| | |
