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 Assistant Professor Ayşegül Ermeç
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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 5) Know how to use the SPSS program
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MODE OF DELIVERY | Face to face |
PRE-REQUISITES OF THE COURSE | No |
RECOMMENDED OPTIONAL PROGRAMME COMPONENT | Man335 Marketing Planning |
COURSE DEFINITION | 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. |
COURSE CONTENTS | WEEK | TOPICS |
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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 and causal research design | 6th Week | Survey form design | 7th Week | Scale, measurement and evaluation | 8th Week | Midterm | 9th Week | Data identification and sampling | 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 |
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RECOMENDED OR REQUIRED READING | Alvin C. Burns, Ann F. Veeck, (2019). Marketing Research. Publisher: Pearson |
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Discussion |
ASSESSMENT METHODS AND CRITERIA | | Quantity | Percentage(%) |
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Mid-term | 1 | 20 | Assignment | 1 | 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 |
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ECTS WORKLOAD |
Activities |
Number |
Hours |
Workload |
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 Workload | | | 151 |
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Total Workload / 30 | | | 5,03 |
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ECTS Credits of the Course | | | 5 |
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LANGUAGE OF INSTRUCTION | Turkish |
WORK PLACEMENT(S) | No |
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