TR / ENG

 

Pazarlama Araştırması

Ders Tanıtım ve Uygulama Bilgileri

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

BA 370

                    5

3

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

3

4

 

Önkoşul Dersleri Yok
Dersin Dili İngilizce

Dersin Türü

Seçmeli

Dersin Seviyesi

Lisans

Dersin Koordinatörü

 

Dersi Veren(ler)

Yrd. Doç.Dr. Aykan Candemir

Dersin Yardımcıları

Araş.Gör. Murad Canbulut

Dersin Amacı

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.

Dersin Öğrenme Çıktıları

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.  

Dersin İçeriği

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

Sample Size Determination

  Chapter 10
12

Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences

 Chapter 11
13

Bivariate Correlation and Regression

 Chapter 12
14 Review   
15      

KAYNAKLAR

Ders Notu

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

Diğer Kaynaklar

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

 

Yarıyıl içi Çalışmaları Sayısı Katkı Payı
Devam

1

10

Laboratuar

 

 

Uygulama

 

 

Arazi Çalışması

 

 

Derse Özgü Staj (varsa)

 

 

Ödev

1

30

Vaka Analizler

 

 

Sunum

 

 

Projeler

 

 

Seminer

 

 

Ara sınavlar

1

30

Final

1

30

TOPLAM  

100