COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Marketing Research
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
EBA 564
Fall/Spring
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Service Course
Course Level
Second Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course
Course Coordinator
Course Lecturer(s)
Assistant(s) -
Course Objectives The general objective of this course is to develop the ability to conduct marketing research and provide information for marketing decision making. The broad course objectives are to help students understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager.
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.
  • understand 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
  • All academic work undertaken at Izmir University of Economics is subject to the “Universities’ Academic Honesty Codes and Regulations”. For details, please see: http://isl.ieu.edu.tr/en/akademik-durustluk
Course Description This course provides a broad overview of marketing research from a practical and applied perspective. Students will learn the basics of research and how to conduct a research project.
Related Sustainable Development Goals

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Review of the Semester  
2 Review of the Semester  
3 Review of the Semester  
4 Review of the Semester  
5 Review of the Semester  
6 Review of the Semester  
7 Review of the Semester  
8 Review of the Semester  
9 Review of the Semester  
10 Review of the Semester  
11 Review of the Semester  
12 Syndicated Data/Retail Measurement Farris, P.W., Bendle N.T., Pfeifer, P.E. and Reibstein, D.J, (2008) Marketing Metrics 50+ Metrics Every Executive Should Master, , 2008
13 Household Panel
14 On-line metrics
15 Review
16 Final
Course Notes/Textbooks
Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterm
Final Exam
1
80
Total

Weighting of Semester Activities on the Final Grade
2
20
Weighting of End-of-Semester Activities on the Final Grade
1
80
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
15
3
45
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterms
Final Exams
1
20
    Total
113

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5

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