ba 370 - marketing research
TRANSCRIPT
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
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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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