Marketing Research(G4411)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| G4411 | Marketing Research | 7 | 3 | 0 | 0 | 3 | 5 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Ulun AKTURAN uakturan@gsu.edu.tr (Email) |
| Assistant | |
| Objective |
The aim of this course is to analyze the current and potential opportunities in marketing analysis and decision making and to teach research methodologies for defining problems. In this context, it is aimed to teach qualitative and quantitative research processes practically. |
| Content |
Week 1: Marketing and basic concepts Week 2: Introduction to marketing research Defining a marketing 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 a marketing 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 | 6 | 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 | 17 | 80 |
| 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 |
| 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 | ||