| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Marketing Research | ISL461 | Compulsory | Bachelor's degree | 4 | Fall | 6 |
Name of Lecturer(s)
Prof. Dr. Ümit ALNIAÇIK
Prof. Dr. Fazilet Burcu ÇAM
Prof. Dr. Muhsin HALİS
Assistant Prof. Dr. Duygu FIRAT
Assistant Prof. Dr. Şenol HACIEFENDİOĞLU
Learning Outcomes of the Course Unit
1) Explain the types of informations marketing research provide and how manager will benefit from these informations.
2) Evaluate different taypes of marketing research techniques.
3) Develop hypothesis, collect data and analyze them based on hypothetical-deductive method.
4) Explain qualitative and quantitative research methods and their philosophical origins.
5) Identify research problem and develop theoretical framework.
Program Competencies-Learning Outcomes Relation
| Program Competencies | |||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | ||
| Learning Outcomes | |||||||||||
| 1 | High | No relation | No relation | No relation | No relation | High | No relation | No relation | No relation | No relation | |
| 2 | Middle | No relation | No relation | No relation | No relation | High | No relation | No relation | No relation | No relation | |
| 3 | Middle | No relation | No relation | No relation | No relation | Middle | No relation | No relation | No relation | No relation | |
| 4 | High | No relation | No relation | No relation | No relation | Middle | No relation | No relation | No relation | No relation | |
| 5 | High | No relation | No relation | No relation | No relation | Low | No relation | No relation | No relation | No relation | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Research Methods
Course Contents
This course covers marketing researches and general approach, research models, secondary data method, questionnaire design, potentional error resources, obsrvation, experiment, question design, sampling process, testing hypothesis, SPSS applications and data analysis.
Weekly Schedule
1) Basics of scientific research (ways of knowing, scientific method, development of science)2) Types of Research, the research stages of the process
3) The aim of the research, research problem, literature review, variables
4) Hypothesis, significance, assumptions, limitations, definitions, application
5) Sampling
6) Measure, measure the error, reliability, validity, item analysis
7) Presentation and discussion of homework
8) Midterm examination/Assessment
9) Quantitative research (experimental research, single subject research, correlational research)
10) Quantitative research (screening studies, casual comparison studies)
11) Qualitative researches,basics of qualitative researches,differences between qualitative and quantitiative researches,Stages of qualitative research,validity and reliability of qualitative research,Using of qualitative and quantitative researches together,content analysis,case studies, action research
12) Layout of a scientific paper, parts of a scientific paper, the general rules of writing
13) Ethic in Scientific researches
14) Presentation and discussion of homework
15) Presentation and discussion of homework
16) Final examination
Recommended or Required Reading
1- İSLAMOĞLU A.H., Ü. Alnıaçık, Sosyal Bilimlerde Araştırma Yöntemleri, 4. Baskı, Beta, 2014.
2- NAKİP, Mahir, Pazarlamada Araştırma Teknikleri, 3. Baskı, Seçkin Yayınevi, 2009
3- SEYİDOĞLU, Halil, Bilimsel Araştırma ve Yazma El Kitabı, Güzem, İstanbul, 1993
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Drill and Practice
4) Group Study
5) Case Study
6) Problem Solving
7) Project Based Learning
Assessment Methods and Criteria
Contribution of Semester Studies to Course Grade |
40% |
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Contribution of Final Examination to Course Grade |
60% |
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Total | 100% | |||||||||||
Language of Instruction
English
Work Placement(s)
Not Required