TR
11111

COURSE INTRODUCTION AND APPLICATION INFORMATION

dba.ieu.edu.tr

Course Name
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
Fall
Prerequisites
None
Course Language
Course Type
Required
Course Level
-
Mode of Delivery -
Teaching Methods and Techniques of the Course
Course Coordinator
Course Lecturer(s)
Assistant(s)
Course Objectives
Learning Outcomes The students who succeeded in this course;
  • Understand the marketing research process, the kinds of information it can provide, and how it is used by marketing management.
  • Understand how to avoid errors when conducting research, including the selection of appropriate research designs.
  • Experience developing a sampling plan and determining sample size
  • Experience developing a professional survey and organize the survey flow
  • nderstand the use, design and management of qualitative research techniques such as focus groups, in-depth interviews, experience surveys and case studies.
  • Understand the differences between application areas of experiments, surveys and observations
  • Understanding the use of strategic marketing metric tools such as retail, household and TV audience panels
  • Understand the concept and application of consumer insight
Course Description

 



Course Category

 Core Courses
Major Area Courses
X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction To The Course And Role Of Marketing Research İn Management Decision Making McDaniels and Gates Marketing Research Essentials(7th ed.) Chapter 1
2 Marketing Research Ethics And Evaluating Agencies McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 1 con’t
3 Problem Definition, Research Process And Brief Writing McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 2 Mc Givern, Y. The Prectice of Market and Social Reasearch, 2006
4 Exploratory Research And Qualitatve Techniques McDaniels and Gates- Marketing Research Essentials(6th ed.) Chapter 2 con’t and chapter 4
5 Consumer Insight Generation
6 Observational Research McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 6
7 Experimental Research McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 7
8 Secondary Data McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 3
9 Primary Data Collection McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 5
10 Questionnaire Design McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 8 and 9
11 Sampling McDaniels and Gates- Marketing Research Essentials(7th ed.) Chapter 10 and 11
12 Syndicated Data/Retail Measurement Farris, P.W., Bendle N.T., Pfeifer, P.E. and Reibstein, D.J, ) Marketing Metrics 50+ Metrics Every Executive Should Master, , 2008
13 Household Panel
14 Exam
15 Review of the Semester  
16 Review of the Semester  
Course Notes/Textbooks Marketing Research Essentials, with SPSS, 7th Edition. Carl McDaniel, Jr., Roger Gates, John Wiley and Sons, 2011.
Suggested Readings/Materials McGivern, Yvonne. 2009 The practice of market research: An introduction / Yvonne McGivern Prentice Hall/Financial Times, Harlow, England :

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
1
35
Seminar / Workshop
Oral Exam
Midterm
1
35
Final Exam
Total

Weighting of Semester Activities on the Final Grade
5
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
Study Hours Out of Class
14
3
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
5
Presentation / Jury
Project
1
15
Seminar / Workshop
Oral Exam
Midterms
1
7
Final Exams
    Total
112

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1 To solve problems, to have analytical and holistic viewpoint and to develop strategic thinking as a principle in the field of business administration X
2 To evaluate It is aimed to graduate students whom are able to critique what they have already learn in the field of management, adopting life long learning and continuously developing themselves X
3 It is aimed to graduate students whom are able to transfer their academic knowledge to organizational level and capable of expressing themselves regarding organizational problems both oral and written X
4 The students are required to understand the concepts and ideas of business in both national and multinational settings and practice cross disciplinary and comparative analysis X
5 It is required to know and practice the quality and productivity principles of business life X
6 Act and think with an innovative motive and able to apply the academic knowledge gain during new and unconventional occasions X
7 Acquiring leadership qualifications and applying them successfully X
8 Working efficiently and effectively, learning how to be a team member, taking responsibilities, being open minded, constructive, vulnerable to criticism and having self confidence X
9 It is required to know the regional economic aspects and transfer the academic knowledge to real life with both national and international thinking X
10 To know and apply the realities of business ethics and act according to social, scientific and ethical values under any circumstances such as data collection, evaluation, announcing and practicing X
11 Able to use a foreign language as fluent as possible for both chasing the scientific publication and developing proper communication with colleagues from other countries, (“European Language Portfolio Global Scale”, Level B1) X
12 Intermediate in both written and spoken of a second foreign language
13 Able to use computer programs and technology to an adequate level required by business practices. X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 

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