TÜRKÇE
ENGLISH
Information
| Code | BUSZ310 |
| Name | Marketing Research |
| Term | 2024-2025 Academic Year |
| Semester | 6. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
| Course Instructor |
1 2 |
Course Goal / Objective
This course concerns the use of marketing research as an aid to making marketing decisions.
Course Content
This course addresses how the information used to make marketing decisions is gathered and analyzed. Accordingly, this course is appropriate for both prospective users of research results and prospective marketing researchers.
Course Precondition
None
Resources
Marketing Research: An Applied Orientation, Global Edition (2019) Naresh K. Malhotra
Notes
Online article databases
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Translate a marketing problem into a feasible research question. |
| LO02 | Explain marketing research as a process that involves a sequence of activities, each compatible with the preceding stage(s). |
| LO03 | Explain in depth the strengths and weaknesses of alternative research designs. |
| LO04 | Explain sources of marketing information and gather those information. |
| LO05 | Gather and analyze marketing data. |
| LO06 | Report a basic survey research project. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explaining business concepts and their interrelationships | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explaining the basic theoretical models, numerical and statistical methods of business management | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explaining the relationship between basic economics concepts and business management concepts | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explaining how to apply theoretical, numerical and statistical methods used in business management | 4 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Applying business management methods by following the basic steps | |
| PLO07 | Bilgi - Kuramsal, Olgusal | Determine appropriate methods to solve business problems | 4 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Evaluate the results that are obtained from applications of business management methods. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Use basic numerical and statistical softwares. | 4 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Use basic enterprise resource planning (ERP) softwares | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Working effectively individually and/or in a team | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. | 5 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Presenting information effectively in an unfamiliar field by using different sources within the framework of academic rules. | 5 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | 5 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Accurately express the obtained information and comments verbally and in writing | 5 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods | 4 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Acting in accordance with social, scientific and professional ethical values from an entrepreneurial perspective | 4 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Determining the most appropriate business management approaches, practices and methods by considering the sector, size, resources, culture, goals and objectives of the enterprises. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the activities of businesses, on businesses. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Course Overview Syllabus | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Introduction to Marketing Research | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Steps in the Research Process | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Research Design | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Secondary Data | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Focus Groups, Depth Interviews | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Methods of Survey Research | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Questionnaire Design | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Observation Techniques | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Measurement and Scaling | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Sampling Process | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Data Collection, Preparation and Analysis 1 | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Data Collection, Preparation and Analysis 2 | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Presentation of Projects | Preparing for presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||