This course aims to provide students with a background in research methods, issues related to
conducting marketing research, data analysis, and methods of evaluation related to marketing.
Knowledge of these topics will enable students to both implement and evaluate marketing research
during their professional careers
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Assoc. Prof. Ceyda Aysuna Türkyılmaz, Pınar Sarp
Course Assistant(s)
Schedule
Friday 11.00-13.00
Office Hour(s)
Assc.Prof.Ceyda Aysuna Turkyilmaz
Teaching Methods and Techniques
Lecturer Presentations
Case Discussions
Principle Sources
-Malhotra, Naresh K. (c2012). Basic marketing research: integration of social media (4th ed.).
Upper Saddle River, NJ. Prentice-Hall.
Joseph, Hair, Mary Wolfinbarger, Robert Bush, David Ortinau- Essentials of Marketing Research
Coakes, Sheridan (2013), SPSS Version 20.0 for Windows: Analysis Without Anguish, John
Wiley & Sons, Inc.
Other Sources
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Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to Marketing Research And Informing about the Course
Lecturer Presentation
2. Week
Research Process and Definition of Steps in the Research Process
Lecturer Presentation
3. Week
International Marketing Research
Lecturer Presentation
4. Week
Problem Definition and Research Design
Lecturer Presentation
5. Week
Exploratory Research Design: Secondary Data Sources
Lecturer Presentation
6. Week
Case Discussion
Case Discussion
7. Week
Mid-Term Exam
Mid Term Exam
8. Week
Exploratory Research Design: Qualitative Research Techniques (Focus groups, in-dept interviews and projective techniques)
Lecturer Presentation
9. Week
Descriptive Research Design: Surveys and Observations
Lecturer Presentation
10. Week
Causal Researcg Design: Experiments
Lecturer Presentation
11. Week
Measurement and Scaling
Lecturer Presentation
12. Week
Questionnaire Design
Lecturer Presentation
13. Week
Sampling Procedure
Lecturer Presentation
14. Week
Reporting and Ethics in Marketing Research
Lecturer Presentation
15. Week
Final Exam
Final Exam
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Able to describe marketing research, what kinds of information it can provide, and how it is used by marketing management.
LO-2
Identify and explain alternative research methods and their relative strengths and
weaknesses
LO-3
Ability to Identify and describe examine major types of measurement techniques and data collection
methods
LO-4
Gaining skills to write a marketing research report and make an oral presentation of the research results
