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Information
| Code | MG3821 |
| Name | Marketing Research and Ethics |
| Term | 2024-2025 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
| Course Instructor |
1 |
Course Goal / Objective
With this course, it is aimed to provide students with the ability to define marketing problems clearly, to determine the appropriate research model for the problem, to systematically collect and analyze the necessary information, and to interpret it by drawing conclusions in line with ethical principles.
Course Content
This course consists of the subjects of definiton of marketing research, maketing research environment, types of marketing research, marketing reserach process and mistakes, data gathering process, scales, sampling, hypothesis tests and data analysis.
Course Precondition
No prerequisite
Resources
Marketing Research, Nobel Publications, 2015, Ankara, Turkey, Editor: Fatma Demirci Orel (Marketing Research, Alvin C. Burns, Ronald F. Bush, Pearson Publication). (462pages)
Notes
Doç.Dr.Sait Gürbüz ve Doç.Dr.Faruk Şahin (2015), Sosyal Bilimlerde Araştırma Yöntemleri, Second Edition, Seçkin Publications, Ankara
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain marketing research methods and their applications. |
| LO02 | Explain the role of marketing research on specfying marketing problems. |
| LO03 | Identify the research problem in the marketing research process. |
| LO04 | Perform the sampling process. |
| LO05 | Build a research model and variables. |
| LO06 | Use statistical package programs and analyze data through marketing research methods. |
| LO07 | Comment on findings. |
| LO08 | Write the marketing research report. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | 5 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 3 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 3 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 4 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 3 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 4 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing Researh and the Science | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Research Model, Variables, Hypotheses | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma, Gösterip Yaptırma |
| 3 | Marketing Research Process and Mistakes | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Sources of Data | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Determining Project Subjects | Reading related parts from course sources | Öğretim Yöntemleri: Grup Çalışması |
| 6 | Tools of Data Gathering | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Measurement and Scaling in Marketing Research | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma, Alıştırma ve Uygulama |
| 8 | Mid-Term Exam | Preparing for exam | Ölçme Yöntemleri: Sözlü Sınav, Performans Değerlendirmesi |
| 9 | Sampling | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 10 | Preparing Data and Hypothesis Tests | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 11 | Preparing Data for SPSS Data Analysis | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Grup Çalışması |
| 12 | Research Report Writing | Reading related parts from course sources | Öğretim Yöntemleri: Alıştırma ve Uygulama, Anlatım |
| 13 | Basic Principles of Scientific Ethics and Research Ethics | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Ethics in scientific research process. | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Research and publication ethics. | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for exam | Ölçme Yöntemleri: Yazılı Sınav, Proje / Tasarım |
| 17 | Term Exams | Preparing 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 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||