BA 370 - Marketing Research

Faculty of BusinessBusiness Administration

BA 370 - Marketing Research

COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name

Marketing Research

Code

Semester

Theory

(hour/week)

Application/Laboratory

(hour/week)

Local

Credits

ECTS

BA 370 Fall/Spring 3 0 3 4

Prerequisites None

Course Language English

Course Type Service Course

Course Level First Cycle

Mode of Delivery -

Teaching Methods and Techniques -

Course Coordinator * Doç. Dr. Tuğba TUĞRUL

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

Course Assistants * Araş. Gör. Esra DOĞAN

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;

* will be able to explain the role of marketing research in shaping marketing decisions

* will be able to compare diffrent types of marketing research

* will be able to explain marketing research data collection methods

* will be able to analyse data collected for a real world marketing research

İzmir University of Economics | Management Information System Directorate | ECTS Information Guide: https://ects.ieu.edu.tr | 1654260077

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* will be able to evaluate the results of a real word marketing research

Course Description 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.

Course Category Core Courses

Major Area Courses X

Supportive Courses

Media and Managment Skills Courses

Transferable Skill Courses

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week16 Subjects Related Materials

1 The Role of Marketing Research in Management Decision Making, Problem

Definition and the Research Process

Textbook: Chapter 1 and 2

2 Exploratory Research Design and Data Collection Techniques Textbook: Chapter 3, 4 and 7

3 Holiday

4 Qualitative Research Application

5 Qualitative Research Application (contd.)

6 Descriptive and Causal Research Design and Data Collection Techniques Textbook: Chapter 5, 6 and 8

7 Sampling and Scaling Textbook: Chapter 9 and 11

8 Case Study

9 Data Coding and Entry Textbook: Chapter 13

10 Fundamental Data Analysis Textbook: Chapter 13 and 14

11 Statistical Testing of Differences Textbook: Chapters 13 and 14

12 Statistical Testing of Relationships Textbook: Chapters 13 and 14

13 Quantitative Research Project Study

14 Quantitative Research Project Presentations

15 Quantitative Research Project Presentations (contd.) (Make-up lectures on January

16)


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16 Final Exam

SOURCES

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

and Sons, 2007.

Suggested Readings/Materials

EVALUATION SYSTEM

Semester Activities Number Percentage of Grade

Participation 1 5

Laboratory / Application - -

Field Work - -

Quiz/Studio Critic - -

Portfoilo - -

Homework Assignment 1 20

Presentation/Jury 1 45

Project - -

Seminar/Workshop - -

Oral Exam - -

Midterm - -

Final 1 30

Total 4 100

WEIGHTING OF SEMESTER ACTIVITIES ON THE FINAL GRADE 3 70

WEIGHTING OF END-OF-SEMESTER ACTIVITIES ON THE FINAL GRADE 1 30

Total 4 100


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ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Total Workload

Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48

Laboratory / Application Hours 16 - -

Study Hours Out of Class 16 1 16

Field Work - - -

Quiz / Studio Critique - - -

Portfolio - - -

Homework / Assignment 1 11 11

Presentation / Jury 1 15 15

Project - - -

Seminar / Workshop - - -

Oral Exam - - -

Midterm - - -

Final 1 20 20

Total Workload 110


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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 be able to solve problems with an analytical and holistic viewpoint in the field of business

administration.

2 To be able to present the findings and solutions to the business problems in written and oral

formats.

3 To be able to interpret the application of business and economic concepts, and philosophies at

the national and international levels.

4 To be able to use innovative and creative approach for real-life business situations. X

5 To be able to demonstrate leadership skills in different business situations.

6 To be able to interpret the reflections of new technologies and softwares to business dynamics.

X

7 To be able to integrate knowledge gained in the five areas of business administration

(marketing, production, management, accounting, and finance) through a strategic perspective.

8 To be able to act in accordance with the scientific and ethical values in studies related to

business administration.

9 To be able to work efficiently and effectively as a team member. X

10 To be able to have an ethical perspective and social responsiveness when making and

evaluating business decisions.

11 To be able to collect data in the area of business administration and communicate with

colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12 To be able to speak a second foreign at a medium level of fluency efficiently.

13 To be able to relate the knowledge accumulated throughout the human history to their field of

expertise.

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


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BA 370 - Marketing Research

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