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. Nilgün GÜRKAYNAK

Course Lecturer(s) * Yrd. Doç. Dr. Nilgün GÜRKAYNAK

Course Assistants * Araş. Gör. Murad CANBULUT

Course Objectives The general objective of this course is to develop the ability to conduct marketing research

and provide information for marketing decision making. The broad course objectives are to

help students understand the central concepts of marketing research, the methods of

conducting marketing research and how to use research to solve the problems faced by a

marketing manager.

Course Learning Outcomes The students who succeeded in this course;

* Understand the marketing research process, the kinds of information it can provide,

and how it is used by marketing management.

* Understand how to avoid errors when conducting research, including the selection

of appropriate research designs.

* Experience developing a sampling plan and determining sample size

* Experience developing a professional survey and organize the survey flow

* nderstand the use, design and management of qualitative research techniques such

as focus groups, in-depth interviews, experience surveys and case studies.

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* Understand the differences between application areas of experiments, surveys and

observations

* Understanding the use of strategic marketing metric tools such as retail, household

and TV audience panels

* Understand the concept and application of consumer insight

Course Content This course provides a broad overview of marketing research from a practical and applied

perspective. Students will learn the basics of research and how to conduct a research

project.

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation

1 Introduction To The Course And Role Of Marketing Research İn Management

Decision Making

McDaniels and Gates Marketing

Research Essentials(7th ed.) Chapter 1

2 Marketing Research Ethics And Evaluating Agencies McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 1

con't

3 Problem Definition, Research Process And Brief Writing McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 2

Mc Givern, Y. The Prectice of Market

and Social Reasearch, 2006

4 Exploratory Research And Qualitatve Techniques McDaniels and Gates- Marketing

Research Essentials(6th ed.) Chapter 2

con't and chapter 4

5 Consumer Insight Generation

6 Observational Research McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 6

7 Experimental Research McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 7

8 Secondary Data McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 3

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9 Primary Data Collection McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 5

10 Questionnaire Design McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 8

and 9

11 Sampling McDaniels and Gates- Marketing

Research Essentials(7th ed.) Chapter 10

and 11

12 Syndicated Data/Retail Measurement Farris, P.W., Bendle N.T., Pfeifer, P.E.

and Reibstein, D.J, ) Marketing Metrics

50+ Metrics Every Executive Should

Master, , 2008

13 Household Panel

14 Exam

15 Review of the Semester

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 - -

Field Work - -

Special Course Internship (Work Placement) - -

Quizzes/Studio Critics - -

Homework Assignments - -

Presentation/Jury - -

Project 1 35

Seminar/Workshop - -

Midterms/Oral Exams 1 35

Final/Oral Exam - -

Total 3 80

PERCENTAGE OF SEMESTER WORK 5 100

PERCENTAGE OF FINAL WORK - -

Total 5 100

COURSE CATEGORY

Course Category Core Courses

Major Area Courses

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

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 15 15

Homework Assignments 1 5 5

Quizzes - - -

Midterms / Oral Exams 1 7 7

Final / Oral Exam - - -

Total Workload 114

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