Course Name Code Semester T+U Hours Credit ECTS
Marketing Research ISL 304 6 4 + 0 4 6
Precondition Courses <p>not available.</p>
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Compulsory
Course Coordinator Prof.Dr. SİMA NART
Course Lecturers Prof.Dr. NİLGÜN SARIKAYA, Prof.Dr. SİMA NART,
Course Assistants

Res. Assis. Volkan GÖKTAŞ, Res. Assis. Hazel Mihriban KARACA

Course Category Basic Teaching Suitable For 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 Case Study, Discussion, Lecture, Project / Design, Testing, Performance Task,
3 Formulates the research problem, derives hypothesis and determines the required analysis methods Problem Solving, Group Study, Discussion, Lecture, Project / Design, Testing, Performance Task,
4 Decides the types of data required and develops suitable scales for research in hand Group Study, Discussion, Question-Answer, Lecture, Project / Design, Homework, Testing, Performance Task,
5 Designs questionnaire, develops sampling procedures and organizes fieldworks Project Based Learning, Problem Solving, Group Study, Lecture, Performance Task, Project / Design, Testing,
6 Understands basic statistical analysis methods, evaluates findings and drives conclusions from the findings Problem Solving, Case Study, Drilland Practice, Lecture, Performance Task, Testing,
7 Prepares the research raport Project Based Learning, Case Study, Group Study, Discussion, Lecture, Project / Design, Testing,
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
Course Notes <p>1. Mahir NAKİP, 2006, Pazarlama Araştırmalarına Giriş (SPSS Destekli), Se&ccedil;kin<br />Yayınları.<br />2. Ercan GEGEZ, 2010, Pazarlama Araştırmaları, Beta Yayınları.<br />3. Lecture notes and powerpoing slides.</p>
Course Resources

Mahir NAKİP, Pazarlama Araştırmalarına Giriş (SPSS Destekli), 2. Basım, Seçkin Yayınları, 2005.
Mahir NAKİP, Pazarlama Araştırmaları (Teknikler ve SPSS Destekli Uygulamalar), 2. Basım, Seçkin Yayınları, 2006.
Cemal YÜKSELEN, Pazarlama Araştırmaları, 3. Basım, Detay Yayıncılık, 2006
Kemal KURTULUŞ, Pazarlama Araştırmaları, İ.Ü. İşletme Fakültesi Yayını, 6. Baskı, 1998.
Tony PROCTOR, Pazarlama Araştırmasının Temelleri, Financial Times Prentice Hall, Bilim Teknik Yayınevi, 2003.
Naresh K. MALHOTRA, Marketing Research An Applied Prientation, 4. Edition, Prentice Hall, 1996.

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Our students will have fundamental knowledge in business administration. X
2 Our students will be able to work in teams, and share information with team members in tasks of business administration X
3 Our students will identify and analyse problems to offer solutions in tasks of business administration. X
4 Our students will participate in projects about business administration process and tasks. X
5 Our students will accept responsibility in order to conclude tasks of business administration. X
6 Our students will define ethical problems in work environment and generate solutions. X
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. X
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills. X
Evaluation System
Semester Studies Contribution Rate
1. Ödev 15
2. Ödev 15
3. Ödev 20
4. Ödev 30
Total 80
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 2 32
Mid-terms 1 10 10
Assignment 3 10 30
Final examination 1 12 12
Total Workload 148
Total Workload / 25 (Hours) 5.92
dersAKTSKredisi 6