| Course Name | Marketing Research |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MPAZ 204 | Spring | 2 | 2 | 3 | 4 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | Short Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to identify marketing problems and collect systematically and objectively, analyse, interpret and report the solutions in relation to the data. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course encompasses the subjects such as the identification of problems in the field of Marketing, determination of the purpose of the marketing research, making literature review, generating hypotheses and making population and sample selection, data collection, data analysis and presenting research results, and reporting. |
| Related Sustainable Development Goals | |
|
| Core Courses | X |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Market and marketing research | Gegez, A. E. (2014). Pazarlama araştırmaları. İstanbul: Beta. 1-44. ISBN 6053333975. |
| 2 | Qualitative and quantitative research methods | Gegez, A. E. (2014). Pazarlama araştırmaları. İstanbul: Beta. 1-44. ISBN 6053333975. |
| 3 | Measures, measurement, survey design, sampling, problem definition and hypothesis development | Gegez, A. E. (2014). Pazarlama araştırmaları. İstanbul: Beta. 1-44. ISBN 6053333975. |
| 4 | Descriptive statistics, deceptive description, correlation, basic probability, the Monty Hall problem, problems with probability | Wheelan, C. (2018). Çıplak istatistik. Ankara: Buzdağı. 45-176. ISBN 9786058213258. |
| 5 | The central limit theorem, inference, regression, common regression mistakes | Wheelan, C. (2018). Çıplak istatistik. Ankara: Buzdağı. 45-176. ISBN 9786058213258. |
| 6 | Midterm | |
| 7 | t tests (independent and paired samples) + SPSS applications | Kilmen, S. (2015). Eğitim araştırmaları için SPSS uygulamalı istatistik. Ankara: Edge Akademi. 127-138. ISBN 9786055152284. |
| 8 | F tests (one way analyses of variance and covariance) + SPSS applications | Kilmen, S. (2015). Eğitim araştırmaları için SPSS uygulamalı istatistik. Ankara: Edge Akademi. 138-148, 209-223. ISBN 9786055152284. |
| 9 | Correlation analysis (Pearson's R and Spearman's rho) + SPSS applications | Kilmen, S. (2015). Eğitim araştırmaları için SPSS uygulamalı istatistik. Ankara: Edge Akademi. 94-103. ISBN 9786055152284. |
| 10 | Simple linear and multiple regression analyses + SPSS applications | Güzeller, C. O. (2016). Herkes için çok değişkenli istatistik. Ankara: Maya Akademi. 57-101. ISBN 9786054515646. |
| 11 | Moderation and mediation analyses + SPSS applications | Hayes, A. F. (2013). Introduction to mediation, moderation and conditional analysis. New York: The Guilford Press. 85-122, 207-244. ISBN 9781609182304. |
| 12 | Conjoint analysis + SPSS applications | Lecture notes |
| 13 | Cluster analysis + SPSS applications | Güzeller, C. O. (2016). Herkes için çok değişkenli istatistik. Ankara: Maya Akademi. 165-196. ISBN 9786054515646 |
| 14 | Non-parametric tests + SPSS applications | Kilmen, S. (2015). Eğitim araştırmaları için SPSS uygulamalı istatistik. Ankara: Edge Akademi. 224-258. ISBN 9786055152284. |
| 15 | Review of the semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Gegez, A. E. (2014). Pazarlama araştırmaları. İstanbul: Beta. ISBN 6053333975. Güzeller, C. O. (2016). Herkes için çok değişkenli istatistik. Ankara: Maya Akademi. ISBN 9786054515646. Hayes, A. F. (2013). Introduction to mediation, moderation and conditional analysis. New York: The Guilford Press. ISBN 9781609182304. Kilmen, S. (2015). Eğitim araştırmaları için SPSS uygulamalı istatistik. Ankara: Edge Akademi. ISBN 9786055152284. Wheelan, C. (2018). Çıplak istatistik. Ankara: Buzdağı. ISBN 9786058213258. |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | 1 | 20 |
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 4 | 40 |
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | 1 | 40 |
| Total |
| Weighting of Semester Activities on the Final Grade | 5 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 2 | 32 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | 2 | |
| Study Hours Out of Class | 16 | 1 | 16 |
| Field Work | 1 | 15 | |
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 4 | 3 | |
| Presentation / Jury | |||
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | 1 | 20 | |
| Total | 127 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. | X | ||||
| 2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. | |||||
| 3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. | X | ||||
| 4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. | |||||
| 5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. | |||||
| 6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. | X | ||||
| 7 | To be able to communicate effectively in oral and written form. | X | ||||
| 8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. | |||||
| 9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. | X | ||||
| 10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. | X | ||||
| 11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. | |||||
| 12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. | X | ||||
| 13 | To be able to direct his/her education to a further level of education. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
