Course Language:
İngilizce
Course Objectives:
The aim of this course is to increase the ability to ask the right questions in marketing studies, to reach the right results by following the right methods, to plan qualitative or quantitative research, to prepare the questionnaires, to encode, analyze and report the data.
Course Content:
The place and importance of market research in marketing management and brand management, the process from identifying research problems to data collection and evaluation, qualitative and quantitative data collection techniques, consumer insight determination, evaluation of information gathered in brand management and conversion into strategy.
Course Methodology:
1. Lecture 2. Question/Answer 3. Discussion Method 4. Case Study 5. Workshop 6. Problem Solving Method
Course Evaluation Methods:
A: Exam , B: Homework, C:Presentations, D: Project
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes |
Teaching
Methods |
Assessment
Methods |
| 1) Define what marketing research is, what kind of information it can provide and how it is used in marketing management. | 1,2,3,5,7 | 1,2,3,4 | A,B,C,D |
| 2) Will be able to define various research methods and interpret their strengths and weaknesses. | 1,2,3,5,7 | 1,2,3,4 | A,B,D |
| 3) Will be able to decide which marketing research method will be appropriate for different marketing problems. | 1,2,3,5,7 | 1,2,3,4 | A,B,C,D |
| 4) Will be able to define basic measurement techniques and data collection methods. | 1,2,3,5,6,7,9 | 1,2,3,4 | A,B,C,D |
| 5) Will be able to design and implement a real world marketing research project. | 2,3,4,5,6,7,8,9,10 | 1,2,3,4 | A,B,C,D |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction + Syllabus | |
| 2 | Defining the Marketing Research Problem and Developing an Approach | Book Chapter, Course Notes, Extra Readings |
| 3 | Research Design | Book Chapter, Course Notes, Extra Readings |
| 4 | Exploratory Research Design: Secondary, Syndicated Data and Qualitative Data | Book Chapter, Course Notes, Extra Readings |
| 5 | Descriptive Research Design: Survey and Observation | Book Chapter, Course Notes, Extra Readings |
| 6 | Causal Research Design: Experimentation | Book Chapter, Course Notes, Extra Readings |
| 7 | MIDTERM EXAM | |
| 8 | Measurement and Scaling: Fundamentals and Comparative Scaling & Non-comparative Scaling Techniques | Book Chapter, Course Notes, Extra Readings |
| 9 | Questionnaire and Form Design | Book Chapter, Course Notes, Extra Readings |
| 10 | Questionnaire and Form Design -cont. | Book Chapter, Course Notes, Extra Readings |
| 11 | Sampling: Design and Procedures | Book Chapter, Course Notes, Extra Readings |
| 12 |
Data Preparation, Introduction to Excel Solver / SPSS
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing |
Book Chapter, Course Notes, Extra Readings |
| 13 | ANOVA, T-test & Regression & Correlation Analysis | Book Chapter, Course Notes, Extra Readings |
| 14 | PROJECT PRESENTATIONS | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook | Marketing Research: An Applied Orientation, Naresh K. Malhotra, 5th ed., Upper Saddle River, NJ: Pearson Prentice Hall, Copyright 2007, ISBN 0-13-227946-0, ISBN 0-13-222117-9. |
| Additional Resources |
Marketing Research Essentials, 7th Edition. Carl McDaniel, Jr., Roger Gates, ISBN 978-1-119-23945-1
Pazarlama Araştırmaları, Prof. Dr. Ercan Gegez, 7. Baskı, Beta Yayınevi 2021, ISBN 9786052423394 Pazarlama ve Pazar Araştırmaları, Prof. Dr. Bahtışen Kavak, 2. Baskı, Detay Yayınevi, ISBN 978-6055216405 |
Material Sharing
| MATERIAL SHARING | |
| Documents | Via Yulearn |
| Assignments | Via Yulearn |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| In-class Assignments | 3 | 15 |
| Project & Presentation | 1 | 35 |
| Final Exam | 1 | 50 |
| Total | 100 | |
| CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE | 50 | |
| CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE | 50 | |
| Total | 100 | |
Course’s Contribution to Program
| COURSE'S CONTRIBUTION TO PROGRAM | |||||||
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Will be able to describe all the concepts related to business functions. | X | |||||
| 2 | Will be able to use the theoretical and practical knowledge gained in the field of business administration. | X | |||||
| 3 | Will be able to explain concepts, ideas and cases with scientific methods, interpret and evaluate qualitative and quantitative data, define problems and develop solutions. | X | |||||
| 4 | Will be able to use various communication channels effectively in business life. | X | |||||
| 5 | Will be able to demonstrate ethical values. | X | |||||
| 6 | Will be able to demonstrate an understanding of social responsibility and active citizenship. | X | |||||
| 7 | Will be able to evaluate the acquired knowledge and skills with a critical approach. | X | |||||
| 8 | Will be able to interpret quality management and processes, environmental protection, occupational safety and sustainability. | X | |||||
| 9 | Will be able to work effectively in the team and takes initiative for the success of the team. | X | |||||
| 10 | Will be able to manage and defend diversity. | X | |||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| 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 | 4 | 64 |
| Project &Presentation | 1 | 15 | 15 |
| Final examination | 1 | 20 | 20 |
| Total Work Load | 147 | ||
| Total Work Load / 25 (h) | 5,88 | ||
| ECTS Credit of the Course | 6 | ||
None