Faculty of Business and Management Sciences · International Trade and Finance · Undergraduate
Course Objective
To enable students to look at marketing research from a holistic perspective. Decision making in marketing is possible with the correct and effective use of data and information, and in this course, the introduction of data and information, the processes of obtaining data and transforming it into information, as well as the design of marketing research, data analysis and reporting to decision makers will be conveyed in detail and with examples.
Course Content
Philosophy of Information and Science, Marketing Decisions and Marketing Research
Marketing Research Process and Basic Concepts
Marketing Research Process and Basic Concepts (continued)
Types of Marketing Research
Types of Data in Marketing Research
Data Collection Techniques
Measurement and Scales
Main Population, Sample and Sampling Methods
Data Analysis
Data Analysis (continued)
Data Analysis (continued)
Homework Presentations
Homework Presentations (continued)
Homework Presentations (continued)
Required Resources
- Gegez, A. Ercan (2019), Pazarlama Araştırmaları, 6. Baskı, İstanbul: Beta Yayınları.
- Torlak, Ö. (2021), Pazar ve Pazarlama Araştırması, İstanbul: İTO Yayınları, https://www.ito.org.tr/documents/Kurumsal/Yayinlar/pazar_ve_pazarlama_arastirmasi.pdf
Recommended Resources
- Kavak, Bahtışen (2017), Pazarlama ve Pazar Araştırmaları – Tasarım ve Analiz, 2. Baskı, Ankara: Detay Yayıncılık.
- Nakip, Mahir ve Eyyüp Yaraş (2016), Pazarlama Araştırmalarına Giriş, 5. Baskı, Ankara: Seçkin Yayınları.
Course Learning Outcomes
- Provides information about marketing research concepts.
- Provides information about the marketing research process.
- Provides skills on how to ask marketing research questions.
- Provides knowledge and skills in data collection methods and techniques.
- Provides information about sampling methods and techniques.
- Provides knowledge and skills in data analysis.
- Provides knowledge and skills in writing marketing research reports.
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 4 | 64 |
| Midterm | 1 | 5 | 5 |
| Quiz | 0 | 0 | 0 |
| Assignment | 1 | 5 | 5 |
| Practice | 1 | 4 | 4 |
| Final | 1 | 10 | 10 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Introduction to marketing research | Reading related course material |
| 2 | Marketing research process | - |
| 3 | Definition of marketing research problem | - |
| 4 | Research types and design | - |
| 5 | Observation and interview | - |
| 6 | Data and data features in marketing research | - |
| 7 | Measurement, scales and scale development in marketing researches | - |
| 8 | Midterm Exam | - |
| 9 | Research universe and sampling process in marketing research | - |
| 10 | Conducting field work | - |
| 11 | Data preparation process | - |
| 12 | Analyzes of relations | - |
| 13 | Analyzes of differences | - |
| 14 | Writing marketing research report | - |
| 15 | Revision | - |
| 16 | Final Exam | - |