Students should be well-educated and knowledgeable about market research and the significance of market research after taking this course at university.
Explaining various Marketing research concepts by using visual examples (presentations via PC), Working on case studies and most importantly practicing during class time.
Principle Sources
Gegez, E. (2021), Pazarlama Araştırmaları (7. Baskı), İstanbul: Beta Yayınevi
Durmuş, B., Yurtkoru, E. S., Çinko, M. (2018), Sosyal Bilimlerde SPSS’le Veri Analizi (7. Baskı), İstanbul: Beta Basım Yayım Dağıtım.
Other Sources
Karagöz, Y. (2019), Spss Amos Meta uygulamalı Nicel Nitel Karma Bilimsel Araştırma Yöntemleri ve Yayın Etiği (1. Baskı), Ankara: Nobel Yayıncılık.
Course Schedules
Week
Contents
Learning Methods
1. Week
Marketing, Market Research and Marketing Information System
Oral presentation
2. Week
Marketing Research Process steps
Oral presentation
3. Week
Exploratory and Concluding Research Models
Oral presentation
4. Week
Data Sources Primary Sources in Qualitative Research
Oral presentation
5. Week
Data Sources Secondary Sources in Qualitative Research
Oral presentation
6. Week
Data Collection Methods in Marketing Research
Oral presentation
7. Week
Midterm Exam
Midterm Exam
8. Week
Focus Group Meeting and In-Depth Interview
Oral presentation
9. Week
Observance and In-depth interview
Oral presentation
10. Week
Projective Techniques and Experiment
Case analysis
11. Week
Basket
Case analysis
12. Week
Basket
Oral presentation
13. Week
Research Design and Potential Fault Sources
Oral presentation
14. Week
Measurement and Scaling
Oral presentation
15. Week
Final Examination
Assessment
16. Week
Assessment
Assessment
17. Week
Assessment
Assessment
Assessments
Evaluation tools
Quantity
Weight(%)
Homework / Term Projects / Presentations
1
40
Final Exam
1
60
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Specifying and underlining the importance of Marketing Research.
LO-2
Interpreting and commenting on Marketing Research clearly
LO-3
Criticizing and questioning.
LO-4
Designing Market Research studies (basics).
LO-5
Reviewing a Marketing Research studies that’s already done (practice).
LO-6
Using the projects cases and examples learned at class in practice.
