TR / ENG

 

Marketing Research

Syllabus

Dersin Adı Kodu Yarıyılı Ders(Saat/Hafta) IEU Kredisi ECTS Kredisi
Marketing Research

BA 370

5.Yarıyıldan İtibaren

3

Uygulama(Saat/hatfa):0 Laboratuar(Saat/Hafta):0

3

4

 

Prerequisites None
Language English

Course Type

Compulsory

Program

Undergraduate

Coordinator

 

Lecturer

Asst. Prof. Dr. Aykan Candemir

Research Assistant

Res. Asst. Murad Canbulut

Aim of the Course

The course aims to familiarise the students with the principles and applications of marketing research. Students will be exposed to research tool actually available in Turkey through presentations of research agencies. Students will have hands on experience in writing research briefs/proposals, and questionnaires, developing concepts, reading out data from actual research reports and composing MR budgets.

Output

1. Describe what marketing research is, what kinds of information it can provide, and how it is used by marketing management.2. Identify and explain alternative research methods and their relative strengths and weaknesses. 3. Be able to determine which marketing research methods will be suitable to analyze which types of marketing problems.4. Identify and describe major types of measurement techniques and data collection methods. 5. Write a marketing research report and make an oral presentation of the research results.6. Effectively participate in designing and conducting a real world marketing research project.  

Curriculum

Covers definition, scope and process of marketing research by issues of problem definition, CRM, MDSS, questionnaire design, preparing the marketing research report and presentation.

 

Hafta Konular Önhazırlık Materyaller
1 Introduction to Course - The Role of Marketing Research in Management Decision Making   Chapter 1
2 Marketing Research Ethics and Evaluating Agencies   Chapter 2
3 Problem Definition, Research Process and Brief Writing   Chapter 3
4 Exploratory Research   Chapter 4
5 Consumer Insight Generation   Chapter 5
6 Primary Data Collection: Experimentation   Chapter 6
7 Midterm  
8 Secondary and Primary Data Collection.   Chapter 7
9 Sampling   Chapter 8
10 Questionnaire Design   Chapter 9
11 Syndicated Data/Retail Measurement   Chapter 10
12 Household Panel   Chapter 11
13 Media Panel   Chapter 12
14 Review    
15      

KAYNAKLAR

Text Book

Marketing Research Essentials, with SPSS, 6th Edition. Carl McDaniel, Jr., Roger Gates, John Wiley and Sons, 2007.

Other Resources

McGivern, Yvonne. 2009 The practice of market research: An introduction/Yvonne McGivern Prentice Hall/Financial Times, Harlow, England

 

Semester Studies and Other No Contribution
Attendance

1

10

Laboratory

 

 

Application

 

 

Field Study

 

 

Traineeship related to the lecture (if needed)

 

 

Homework

1

30

Case Study

 

 

Presentation

 

 

Projects

 

 

Seminar

 

 

Mid-term

1

30

Final

1

30

TOTAL  

100