Department of Business Administration

Marketing Research(G4411)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
G4411 Marketing Research 7 3 0 0 3 5
Admission Requirements
Language of Instruction Turkish
Course Type Compulsory
Course Level Bachelor Degree
Course Instructor(s) Ulun AKTURAN (Email)
Objective This course aims to teach the fundamental concepts, principles and applications related with marketing research methods.
Content Week 1. Introduction to marketing research

Week 2. Introduction to marketing research

Week 3. Research design

Week 4. Exploratory research

Week 5. Descriptive research

Week 6. Casual research

Week 7. Mid-term Exam

Week 8.Measurement and scales

Week 9. Questionnaire design

Week 10. Sampling

Week 11. Field Work / Data preparation / Descriptive statistics

Week 12. ANOVA / Chi,Square analysis

Week 13. Presentation

Week 14. Presentation
Course Learning Outcomes 1. Students will be able to define basic concepts about marketing research.
2. Students will be able to know basic statistical analyzes, evaluate the results and make deduction related to findings.
3. Students will be able to define marketing research process and design a marketing research project.
4. Students will be able to prepare marketing research report.
5. Students will be able to synthesize marketing research findings and business functions.
Teaching and Learning Methods
References ? Naresh K. Malhotra, Marketing Research: An Applied Orientation
? SPSS 14.0 Student version
? Mahir Nakip, Pazarlama Araştırmaları Teknikleri ve SPSS Destekli Uygulamalar
? Kemal Kurtuluş, Pazarlama Araştırmaları
Print the course contents
Theory Topics
Week Weekly Contents
1 Introduction to marketing research
2 Introduction to marketing research
3 Research design
4 Exploratory research
5 Descriptive research
6 Casual research
7 Mid-term Exam
8 Measurement and scales
9 Questionnaire design
10 Sampling
11 Field Work / Data preparation / Descriptive statistics
12 ANOVA / Chi,Square analysis
13 Presentation
14 Presentation
Practice Topics
Week Weekly Contents
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 1 50
Contribution of final exam to overall grade 1 50
Toplam 2 100
In-Term Studies
  Number Contribution
Assignments 1 20
Presentation 0 0
Midterm Examinations (including preparation) 1 30
Project 0 0
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
Toplam 2 50
No Program Learning Outcomes Contribution
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
Activities Number Period Total Workload
Class Hours 14 3 42
Working Hours out of Class 12 3 36
Assignments 1 15 15
Presentation 0 0 0
Midterm Examinations (including preparation) 1 15 15
Project 0 0 0
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 1 17 17
Quiz 0 0 0
Term Paper/ Project 0 0 0
Portfolio Study 0 0 0
Reports 0 0 0
Learning Diary 0 0 0
Thesis/ Project 0 0 0
Seminar 0 0 0
Other 0 0 0
Total Workload 125
Total Workload / 25 5,00
Credits ECTS 5
Scroll to Top