Marketing Research
business administration
Faculty of Faculty of Business
First Cycle (Bachelor's Degree)
| 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
Associate Prof. Dr. Duygu FIRAT
Assistant Prof. Dr. Şenol HACIEFENDİOĞLU
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 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | ||
| Learning Outcomes | ||||||||||||||
| 1 | Low | No relation | Low | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 2 | Low | No relation | Middle | Middle | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 3 | No relation | No relation | High | Middle | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 4 | No relation | No relation | Middle | Middle | No relation | No relation | No relation | No relation | No relation | High | No relation | No relation | No relation | |
| 5 | No relation | No relation | High | Middle | No relation | No relation | No relation | No relation | High | 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
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- Malhotra, N. K., (2020). Marketing Research: An Applied Orientation, Global Edition 7th Edition, Pearson
2- Hair, Joseph F., Jr., Mary F. Wolfinbarger, David J. Ortinau, (2016), Essentials of Marketing Research, McGraw-Hill
3- Gegez, E. (2014). Pazarlama Araştırması (4. Baskı). İstanbul, Beta Yayıncılık
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Drill and Practice
5) Demonstration
6) Project Based Learning
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
English
Work Placement(s)
Not Required