| 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. REMZİ ALTUNIŞIK |
| Course Lecturers | Prof.Dr. REMZİ ALTUNIŞIK, Prof.Dr. NİLGÜN SARIKAYA, |
| Course Assistants | Res.Asst. Merve TÜRKMEN |
| Course Category | Available Basic Education in the Field |
| 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 | Lecture, Question-Answer, Discussion, Case Study, | Testing, |
| 2 | Defines marketing research process and prepares a typical marketing research peojects | Lecture, Discussion, Case Study, | Testing, Project / Design, Performance Task, |
| 3 | Formulates the research problem, derives hypothesis and determines the required analysis methods | Lecture, Discussion, Group Study, Problem Solving, | Testing, Project / Design, Performance Task, |
| 4 | Decides the types of data required and develops suitable scales for research in hand | Lecture, Question-Answer, Discussion, Group Study, | Testing, Homework, Project / Design, Performance Task, |
| 5 | Designs questionnaire, develops sampling procedures and organizes fieldworks | Lecture, Group Study, Problem Solving, Project Based Learning, | Testing, Project / Design, Performance Task, |
| 6 | Understands basic statistical analysis methods, evaluates findings and drives conclusions from the findings | Lecture, Drilland Practice, Case Study, Problem Solving, | Testing, Performance Task, |
| 7 | Prepares the research raport | Lecture, Discussion, Group Study, Case Study, Project Based Learning, | Testing, Project / Design, |
| 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 | |||||
| 16 | |||||||
| Evaluation System | |
|---|---|
| Semester Studies | Contribution Rate |
| 1. Ödev | 15 |
| 2. Ödev | 15 |
| 3. Ödev | 25 |
| 1. Ara Sınav | 25 |
| 1. Kısa Sınav | 10 |
| 2. Kısa Sınav | 10 |
| Total | 100 |
| 1. Yıl İçinin Başarıya | 50 |
| 1. Final | 50 |
| 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 | 2 | 32 |
| Mid-terms | 1 | 10 | 10 |
| Assignment | 4 | 10 | 40 |
| Final examination | 1 | 12 | 12 |
| Total Workload | 158 | ||
| Total Workload / 25 (Hours) | 6.32 | ||
| dersAKTSKredisi | 6 | ||