Advanced Techniques in Marketing Research(PM543)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| PM543 | Advanced Techniques in Marketing Research | 1 | 3 | 0 | 0 | 3 | 7 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Masters Degree |
| Course Instructor(s) | Ulun AKTURAN uakturan@gsu.edu.tr (Email) Deniz KUTER dkuter@gsu.edu.tr (Email) |
| Assistant | |
| Objective | The aim of this course is to teach research methodologies for marketing. In this context it is aimed to teach quantitative research processes practically. |
| Content |
Week 1: Marketing and Basic Concepts Week 2: Introduction to Marketing Research Defining Research Problem Week 3: Research Design Exploratory Research: Secondary Data Week 4: Exploratory Research: Qualitative Research Descriptive Research Week 5: Causal Research Week 6: Measurement and Scaling Week 7: Midterm Week 8: Questionnaire and Form Design Sampling Week 9: Sampling Fieldwork Data preparation Descriptive Statistics and Hypothesis Testing- SPSS Week 10: Coding and analysis- SPSS Week 11: Coding and analysis- SPSS Week 12: Holiday Week 13: Presentation Week 14: Presentation |
| Course Learning Outcomes |
1. To be able to explain the basic concepts in the context of marketing research. 2. To be able to know basic statistical analysis methods, evaluate results and make inferences. 3. To be able to define a marketing research process and design a marketing research project. 4. To be able to prepare a marketing research report. 5. To be able to synthesize business functions and marketing research findings. |
| Teaching and Learning Methods | |
| References |
Naresh K. Malhotra, Marketing Research: An Applied Orientation Mahir Nakip, Pazarlama Araştırmaları Teknikleri ve SPSS Destekli Uygulamalar Kemal Kurtuluş, Pazarlama Araştırmaları |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Marketing and Basic Concepts |
| 2 | Introduction to Marketing Research / Defining Research Problem |
| 3 | Research Design / Exploratory Research: Secondary Data |
| 4 | Exploratory Research: Qualitative Research / Descriptive Research |
| 5 | Causal Research |
| 6 | Measurement and Scaling |
| 7 | Midterm |
| 8 | Questionnaire and Form Design / Sampling |
| 9 | Sampling / Fieldwork / Data preparation / Descriptive Statistics and Hypothesis Testing- SPSS |
| 10 | Coding and analysis- SPSS |
| 11 | Coding and analysis- SPSS |
| 12 | Holiday |
| 13 | Presentation |
| 14 | Presentation |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 80 |
| Contribution of final exam to overall grade | 1 | 20 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 5 | 30 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 20 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 10 | 30 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 16 | 80 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students will be able to use advanced theoretical and practical knowledge which they gained about marketing and related disciplines. | X | ||||
| 2 | In the discipline of the production management and marketing Students will be able to search basic problems with scientific methods, interpret and evaluate the data and create plans. | X | ||||
| 3 | Students will be able to take responsibility and produce solutions as an individual or to be a team member about complex problems which they can come across in business life unpredictably. | X | ||||
| 4 | Students will be able to use market opportunities for companies benefit via research findings. | X | ||||
| 5 | Students will be able to define regional and global subjects which affect the marketing discipline directly or indirectly, develop solutions or strategies which depend on evidence and researches. | X | ||||
| 6 | Students will be able to detect and evaluate different problems in marketing area and use them in cross discipline studies. | X | ||||
| 7 | Students will be able to have computer software and usage knowledge which are needed in production management and marketing. | X | ||||
| 8 | Students will be able to define company’s problems via using quantitative decision making techniques and present solutions. | |||||
| 9 | Students will be able to have academic thinking skills in production management and marketing. | X | ||||
| 10 | Students will be able to create innovative and pioneer marketing idea. | X | ||||
| 11 | Students will be able to develop effective supply chain strategies via analyzing the development in logistics. | X | ||||
| 12 | Students will be able to have ethical values in marketing area and take action in the light of those values. | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 13 | 6 | 78 |
| Presentation | 1 | 14 | 14 |
| Midterm Examinations (including preparation) | 1 | 20 | 20 |
| Final Examinations (including preparation) | 1 | 21 | 21 |
| Total Workload | 175 | ||
| Total Workload / 25 | 7.00 | ||
| Credits ECTS | 7 | ||