Marketing Research (G4411) | GSÜ - ECTS Information Guide

Content

Objective

The aim of this course is to teach research methodologies for identifying current and potential opportunities and problems in marketing analysis and decision-making. In this context, it is aimed to teach qualitative and quantitative research processes in practice.

Course Content

Week 1: Marketing and Basic Concepts

Week 2: Introduction to Marketing Research; Research Problem Definition

Week 3: Research Design; Exploratory Research: Secondary Data

Week 4: Exploratory Research: Qualitative Research; Descriptive Research

Week 5: Cause-Effect Research

Week 6: Measurement and Scales

Week 7: Midterm exam

Week 8: Survey Design; Sampling Method

Week 9: Sampling; Field Study

Week 10: Data Preparation; Descriptive Statistics and Hypothesis Testing - SPSS

Week 11: Coding and analysis - SPSS

Week 12: Coding and analysis - SPSS

Week 13: Presentation

Week 14: Presentation

Course Learning Outcomes

1. Must be able to explain the basic concepts in the context of marketing research.

2. Must know basic statistical analysis methods, be able to evaluate the results, and make inferences regarding the findings.

3. Must be able to define the marketing research process and design a marketing research project.

4. Must be able to prepare the marketing research report.

5. Must be able to synthesize business functions and marketing research findings.

References

Naresh K. Malhotra, Marketing Research: An Applied Orientation

Mahir Nakip, Pazarlama Araştırmaları Teknikleri ve SPSS Destekli Uygulamalar

Kemal Kurtuluş, Pazarlama Araştırmaları

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Marketing and Basic Concepts
2	Introduction to Marketing Research; Research Problem Definition
3	Research Design; Exploratory Research: Secondary Data
4	Exploratory Research: Qualitative Research; Descriptive Research
5	Cause-Effect Research
6	Measurement and Scales
7	Midterm
8	Survey Design; Sampling Method
9	Sampling; Field Study
10	Data Preparation; Descriptive Statistics and Hypothesis Testing - SPSS
11	Coding and analysis- SPSS
12	Coding and analysis - SPSS
13	Presentation
14	Presentation

Practice Topics
Week	Weekly Contents
1
2
3
4
5
6
7
8
9
10
11
12
13
14

Assessment System

Contribution to Overall Grade
Activities	Number	Contribution
Contribution of in-term studies to overall grade	2	60
Contribution of final exam to overall grade	1	40
Total	3	100

In-Term Studies
Activities	Number	Contribution
Assignments	0	0
Presentation	0	0
Midterm Examinations (including preparation)	1	30
Project	1	30
Laboratory	0	0
Other Applications	0	0
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
Total	2	60

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge.
2	The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods.
3	The ability to work effectively in a team; the ability to pass on knowledge to other members of the team.			X
4	The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary.				X
5	The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business.					X
6	Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired.					X
7	Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment.			X
8	Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages.			X
9	The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions.					X
10	Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions.					X
11	Consciousness of taking into account ethical values, when making decisions and being involved in business life.				X
12	Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences.					X

ECTS

Activities	Number	Period	Total Workload
Class Hours	14	3	42
Working Hours out of Class	12	3	36
Assignments	1	15	15
Midterm Examinations (including preparation)	1	15	15
Final Examinations (including preparation)	1	17	17
Total Workload			125
Total Workload / 25			5.00
Credits ECTS			5