BA 370 - Marketing Research - ieu.edu.trhomes.ieu.edu.tr/~ttugrul/BA 370[2].pdf · Faculty of...

Faculty of BusinessBusiness Administration

BA 370 - Marketing Research

COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name

Code

Semester

Theory(hour/week)

Application/Laboratory(hour/week)

LocalCredits

ECTS

Marketing Research BA 370 Fall 3 0 3 4

Prerequisites None

Course Language English

Course Type Required

Course Level First Cycle

Course Coordinator * Yrd. Doç. Dr. Tuğba TUĞRUL

Course Lecturer(s) * Yrd. Doç. Dr. Tuğba TUĞRUL

Course Assistants * Araş. Gör. Murad CANBULUT

Course Objectives Development of skills in marketing research with respect to generating research questions,

following correct methods in order to reach reliable results, planning qualitative and

quantitative studies, developing questionnaries, coding data and analyzing the data with

the SPSS program and reporting the findings.

Course Learning Outcomes The students who succeeded in this course;

* The student will be able to describe what marketing research is, what kinds of

information it can provide, and how it is used by marketing management.

* The student will be able to identify and explain alternative research methods and

their relative strengths and weaknesses.

* The student will be able to determine which marketing research methods will be

suitable to analyze which types of marketing problems.

* The student will be able to identify and describe major types of measurement

techniques and data collection methods.

* The student will be able to analyze data obtained through marketing

İzmir University of Economics | Management Information System Directorate | ECTS Information Guide: http://ects.ieu.edu.tr | 1380106037

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* The student will be able to write a marketing research report and make an oral

presentation of the research results.

* The student will be able to effectively participate in designing and conducting a real

world marketing research project.

Course Content Covers definition, scope and process of marketing research by issues of problem

definition, CRM, MDSS, questionnaire design, SPSS, preparing the marketing research

report and presentation.

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation

1 The Role of Marketing Research in Management Decision Making Marketing Research Essentials, with

SPSS, 7th Edition. Carl McDaniel, Jr.,

Roger Gates Chapter 1

2 Problem Definition and the Research Process Marketing Research Essentials, with



3 Primary and Secondary Data Collection Marketing Research Essentials, with


Roger Gates Chapter 3, 7

4 Official Holiday

5 Qualitative Research and Traditional Survey Marketing Research Essentials, with


Roger Gates Chapter 4, 5

6 Measurement Marketing Research Essentials, with



7 Questionnaire Design Marketing Research Essentials, with



8 Sampling Marketing Research Essentials, with




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9 Midterm

10 SPSS Application I Marketing Research Essentials, with



11 SPSS Application II Marketing Research Essentials, with



12 SPSS Application III Marketing Research Essentials, with



13 In-Class Appliaction Exercise

14 Project Presentations

15 Project Presentations

16 Review of the Semester

SOURCES

Course Notes / Textbooks Marketing Research Essentials, with SPSS, 7th Edition. Carl McDaniel, Jr., Roger Gates, John Wiley

and Sons, 2011.

References McGivern, Yvonne. 2009 The practice of market research: An introduction / Yvonne McGivern

Prentice Hall/Financial Times, Harlow, England :


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EVALUATION SYSTEM

Semester Requirements Number Percentage of Grade

Attendance/Participation 1 10

Laboratory - -

Application 1 20

Field Work - -

Special Course Internship (Work Placement) - -

Quizzes/Studio Critics - -

Homework Assignments - -

Presentation/Jury - -

Project 1 30

Seminar/Workshop - -

Midterms/Oral Exams 1 40

Final/Oral Exam - -

Total 4 100

PERCENTAGE OF SEMESTER WORK 2 100

PERCENTAGE OF FINAL WORK - -

Total 2 100

COURSE CATEGORY

Course Category Core Courses

Major Area Courses X

Supportive Courses

Media and Managment Skills Courses

Transferable Skill Courses


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THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS

# Program Qualifications / Outcomes * Level of Contribution

1 2 3 4 5

1 To solve problems, to have analytical and holistic viewpoint and to develop strategic thinking as

a principle in the field of business administrationX

2 To evaluate It is aimed to graduate students whom are able to critique what they have already

learn in the field of management, adopting life long learning and continuously developing

themselves

X

3 It is aimed to graduate students whom are able to transfer their academic knowledge to

organizational level and capable of expressing themselves regarding organizational problems

both oral and written

X

4 The students are required to understand the concepts and ideas of business in both national

and multinational settings and practice cross disciplinary and comparative analysisX

5 It is required to know and practice the quality and productivity principles of business life X

6 Act and think with an innovative motive and able to apply the academic knowledge gain during

new and unconventional occasionsX

7 Acquiring leadership qualifications and applying them successfully X

8 Working efficiently and effectively, learning how to be a team member, taking responsibilities,

being open minded, constructive, vulnerable to criticism and having self confidenceX

9 It is required to know the regional economic aspects and transfer the academic knowledge to

real life with both national and international thinkingX

10 To know and apply the realities of business ethics and act according to social, scientific and

ethical values under any circumstances such as data collection, evaluation, announcing and

practicing

X

11 Able to use a foreign language as fluent as possible for both chasing the scientific publication

and developing proper communication with colleagues from other countries, (“European

Language Portfolio Global Scale”, Level B1)

X

12 Intermediate in both written and spoken of a second foreign language X

13 Able to use computer programs and technology to an adequate level required by business

practices.X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest


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ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Total Workload

Course Hours (Including Exam Week: 16 x Total Hours) 14 3 42

Laboratory - - -

Application 1 3 3

Special Course Internship (Work Placement) - - -

Field Work - - -

Study Hours Out of Class 14 3 42

Presentations / Seminar - - -

Project 1 20 20

Homework Assignments - - -

Quizzes - - -

Midterms / Oral Exams 1 7 7

Final / Oral Exam - - -

Total Workload 114


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BA 370 - Marketing Research - ieu.edu.trhomes.ieu.edu.tr/~ttugrul/BA 370[2].pdf · Faculty of...

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