| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Marketing Research | UYP102 | Compulsory | Master's degree | 1 | Spring | 6 |
Name of Lecturer(s)
Prof. Dr. Ümit ALNIAÇIK
Learning Outcomes of the Course Unit
1) Understands the the role and importance of marketing research for business organizations
2) Knows the basic stages of marketing research process
3) Defines the research problem, develops and implements the appropriate research design to solve the problem.
4) Analyzes data with appropriate methods using a statistical package program.
5) Prepere a research report in appropriate format
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||
| 1 | 2 | 3 | ||
| Learning Outcomes | ||||
| 1 | High | High | Low | |
| 2 | High | Low | Low | |
| 3 | Middle | High | High | |
| 4 | Low | Middle | High | |
| 5 | No relation | No relation | No relation | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Research Methods and Publication Ethics
Course Contents
The course covers the definition and importance of marketing research, its role in business organization, the marketing research process, problem definition, research design, sampling and data collection, data analysis and reporting.
Weekly Schedule
1) Introduction to Marketing Research2) Defining the Marketing Research Problem and Developing an Approach, Research Design
3) Exploratory Research Design: Secondary and Syndicated Data, Qualitative Research
4) Descriptive Research Design: Survey and Observation
5) Causal Research Design: Experimentation
6) Measurement and Scaling: Levels of Scaling, Scaling Techniques, Reliability and Vlaidity
7) Sampling: Design and Procedures, Sample Size Determination
8) Midterm examination/Assessment
9) Data Collection, Fieldwork, Data Preparation, Frequency Distribution, Cross-Tabulation,
10) Hypothesis Testing: Comparing Group Means t tests, Analysis of Variance and Covariance
11) Correlation and Regression Analyses
12) Reliablity Analysis, Factor Analysis and Cluster Analysis
13) Discriminant and Logit Analysis
14) Structural Equation Modeling: Confimatory Factor Analysis and Path Analysis
15) Report Preparation and Presentation: Contents and format of a scientific paper, general rules of scientific writing
16) Final examination
Recommended or Required Reading
1- İslamoğlu, A. H., & Alnıaçık, Ü. (2019). Sosyal bilimlerde araştırma yöntemleri.(6. Baskı). İstanbul: Beta Yayıncılık.
2- Malhotra, N. K., (2020). Marketing Research: An Applied Orientation, Global Edition 7th Edition, Pearson
3- Gegez, E. (2014). Pazarlama Araştırması (4. Baskı). İstanbul, Beta Yayıncılık
4- Altunışık, R., Boz, H., Gegez, E., Koç, E., Sığrı, Ü., Yıldız, E., & Yüksel, A. (2022). Sosyal bilimlerde araştırma yöntemleri: Yeni perspektifler. Seçkin Yayıncılık.
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Drill and Practice
5) Demonstration
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
30% |
|---|---|
Contribution of Final Examination to Course Grade |
70% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required