Course Name Code Semester T+U Hours Credit ECTS
Marketing Research ISL 304 6 4 + 0 4 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Compulsory
Course Coordinator Prof.Dr. SİMA NART
Course Lecturers Prof.Dr. SİMA NART,
Course Assistants Res.Asst. Merve TÜRKMEN
Course Category
Course Objective The purpose of the course is to help students get a good understanding of marketing research process in terms of problem identification, knowledge acquisition, data analysis and reporting and help gain skills in conducting market/marketing research projects which are expected to provide managers with the knowledge helping managers to make better and more effective decisions in today’s ever changing market dynamics.
Course Content In this course, all aspects of marketing research process is presented students with an applied orientation. All topics such as information need analysis, hypothesis development, research design, scaling and scale development, sampling, data collection process, data preparation and analysis, and reporting are discussed in class and students are expected to experience all aspects of marketing research process in group projects.
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Explains fundamental concepts in marketing research , , , , , , ,
2 Defines marketing research process and prepares a typical marketing research peojects , , , , , , ,
3 Formulates the research problem, derives hypothesis and determines the required analysis methods , , , , , , , ,
4 Decides the types of data required and develops suitable scales for research in hand , , , , , , , , ,
5 Designs questionnaire, develops sampling procedures and organizes fieldworks , , , , , ,
6 Understands basic statistical analysis methods, evaluates findings and drives conclusions from the findings , , , , ,
7 Prepares the research raport , , , , , ,
Week Course Topics Preliminary Preparation
1 Introduction to marketing research
2 Marketing research process
3 Definition of marketing research problem
4 Research types and design
5 Observation and interviewing
6 Data in marketing research and data characteristics
7 Scaling, scales and scale development in marketing research
8 Population, sampling frame and sampling process in marketing research
9 Mid-term exam
10 Implementation of field Works
11 Data preparation process
12 Analysis techniques for relationships
13 Analysis techniques for differences
14 Preparation of marketing research report
Resources
Course Notes
Course Resources
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Gains the required knowledge in production, marketing, management , accounting and finance. X
2 Can work in teams and share information with team members in tasks of production, marketing, management, accounting and finance. X
3 Identifies and analyzes problems also offers solutions in tasks of production, marketing, management, accounting and finance. X
4 Contributes to projects, takes responsibility and conduct researches in tasks of production, marketing, management, accounting and finance. X
5 Can define goals and objectives of organization in tasks of production, marketing, management, accounting and finance. X
6 Questions the acquired knowledge in tasks of production, marketing, management, accounting and finance. X
7 Believes to adapting new situations and meets the requirements of new tasks of production, marketing, management, accounting and finance. X
8 Can transfer knowledge and recommendations in tasks of production, marketing, management, accounting and finance via using necessery communication tools and a foreign language effectively . X
9 Open to occupational cooperation and sharing in tasks of production, marketing, management, accounting and finance. X
10 Can use necessary information systems in tasks of production, marketing, management, accounting and finance. X
11 Behaves in accordance with social and occupational ethic values in tasks of production, marketing, management, accounting and finance. X
12 Analyses and carries out relations with stake holders in tasks of production, marketing, management, accounting and finance. X
13 Follows the innovations and encourages team members in tasks of production, marketing, management, accounting and finance. X
14 Questions the position of the organization and offers suggestions in tasks of production, marketing, management, accounting and finance. X
15 Is conscious about universality of right, social justice, quality, saving cultural and environmental values, occupational health and safety in tasks of production, marketing, management, accounting and finance. X
Evaluation System
Semester Studies Contribution Rate
1. Ödev 20
Total 20
1. Yıl İçinin Başarıya 60
1. Final 40
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 4 64
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Performance Task (Laboratory) 1 20 20
Final examination 1 30 30
Total Workload 162
Total Workload / 25 (Hours) 6.48
dersAKTSKredisi 6