Marketing Research

Course Code: 
BBA 361
Course Type: 
Area Elective
P: 
3
Application: 
0
Credits: 
3
ECTS: 
6
Prerequisite Courses: 
Course Language: 
İngilizce
Course Objectives: 
The course aims to make students well acknowledged about the principles and role of marketing research in decision making and gives full understanding of how to apply a marketing research project in business.
Course Content: 

The students are taken through each step of Marketing Research process with a great emphasize is given on the importance of interaction between researcher and the research user.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion, 9: Simulation, 12: Case Study
Course Evaluation Methods: 
A: Testing, B: Homework, C: Performance

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Program Outcomes

Teaching Methods

Assessment Methods

Understand the place and importance of marketing research in decision making

1,4

1,2,3,12

A,C

Learn how to formulate a business objective and translate it into Research Objective (brief-proposal)

1,2,6,11

1,2,3,12

A,B,C

Learn and discover the role of consumer insight in the process using information in solving business issue and taking action.

1,2,6,7,12

1,2,3,12

A,B,C

Get know ledged about data sources, data collection methodologies and how to establish a questionnaire relevant to business issue.

2,3

1,2,3,12

A,C

Learn how to interpret information and types of data presentation (i.e. charting, tabulations etc.)

1,2,3,6

1,2,3,12

A,C

Get familiarized about local and international challenges of Marketing Research and discuss Research Ethics

1,2,8,9

1,2,3,12

A,C

 
 

Course Flow

Week

Topics

Study Materials

1

Introduction to Course

 

2

Problem Definition and the research Process

Related chapters

3

Secondary Data and Data Bases

Related chapters

4

Qualitative research

Related chapters

5

Traditional Survey Research

Related chapters

6

Online Marketing research

Related chapters

7

Primary data Collection: Observation

Related chapters

8

Primary data Collection:  Experiments

Related chapters

9

The Concept of Measurement and Attitude Scales

Related chapters

10

Mid-Term

 

11

Questionnaire Design

Related chapters

12

Basic Sampling Issues & Sample Size Determination

Related chapters

13

E- Data Analysis & Presenting findings & Recommendations

The guest speaker

14

Communicating results and managing the Research

Related chapters

15

Review

Related chapters

16

Final exam

 

 
 

Recommended Sources

Textbook

Carl McDaniel / Roger Gates - Marketing Research Essentials

Additional Resources

Cases Related with topics, Articles

 
 

Material Sharing

Documents

Course notes, compiling Cases & Articles

Assignments

Course Project: Insight – Bridging Information to Action

Exams

Mid-Term & Final Exam

 
 

Assessment

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-terms

1

50

Assignment

1

10

Participation & Attendance

1

10

Total

 

60

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE

 

30

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE

 

60

Total

 

100

 

 

COURSE CATEGORY

Expertise/Field Courses

 
 

Course’s Contribution to Program

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

Students learn the essential body of knowledge in business management (functions of management: organization theory: policy and strategy: information, technology and operations management; human capital management; accounting; finance; marketing; economics; and an integrated perspective) and apply them in business life.

 

 

 

 

X

2

Students can apply business theories and methods by gaining expertise in at least one of the areas; accounting and finance, management, marketing or human resources management.

 

 

 

X

 

3

Students with their research methodologies knowledge can choose the appropriate methods for data gathering and analyzing and can understand and interpret the results, studies and reports.

 

 

 

 

X

4

Students gain the required qualifications to make strategic decisions and to take the leader role.

 

 

 

X

 

5

Students have the tendency to take active role in team work and can contribute to the team consciously.

 

X

 

 

 

6

Students can evaluate information coming from different disciplines, combine those information and they have an interdisciplinary viewpoint.

 

 

 

X

 

7

Students have the responsibility and knowledge to conduct independent and original studies both in business and academic arena.

 

 

x

 

 

8

Students can follow the local and global business environment dynamics and interpret them.

 

X

 

 

 

9

Students understand business ethics and social responsibility concepts

 

 

X

 

 

10

Students have required the English proficiency to follow the current events and improvements in their professional area and to communicate their ideas in international business arena.

 

 

X

 

 

11

Students should understand the importance of lifelong learning to maintain personal and professional development.

 

 

X

 

 

12

Students should demonstrate that they have the discipline and responsibility to conduct an independent study, project, research.

 

 

 

 

X

13

Students can demonstrate that they have the commercial law knowledge which is shaping the global business world and though these they have the ability to reach a solution.

X

 

 

 

 

 
 

ECTS

Activities  

Quantity

Duration
(Hour)

Total
Workload
(Hour)

Course Duration (Including the exam week: 16x Total course hours)

16

3

48

Hours for off-the-classroom study (Pre-study, practice)

16

2

32

Mid-terms

1

10

10

Projects

1

15

15

Final examination

1

10

10

Total Work Load

 

 

115

Total Work Load / 25 (h)

 

 

4.6

ECTS Credit of the Course

 

 

5