Ders Bilgileri

MARKETING RESEARCH
Kodu	Dönemi	Teori	Uygulama	Ulusal Kredisi	AKTS Kredisi
		Saat / Hafta
İBY401	Fall	3	0	3	2

Ön Koşulu Olan Ders( ler )	None
Dili	en
Türü	Required
Seviyesi	Bachelor's
Öğretim Elemanı( ları )	Assoc. Prof. Dr. Kalender Özcan ATILGAN
Öğretim Sistemi	Face to Face
Önerilen Hususlar	None
Staj Durumu	None
Amacı	The purpose of the course is to help students get a good understanding of marketing research process in terms of problem identification, knowledge acquisition, data analysis and reporting and help gain skills in conducting market/marketing research projects which are expected to provide managers with the knowledge of making better and more effective decisions in today’s ever changing market dynamics.
İçeriği	In this course, all aspects of marketing research process is presented students with an applied orientation. All topics such as information need analysis, hypothesis development, research design, scaling and scale development, sampling, data collection process, data preparation and analysis, and reporting are discussed in class and students are expected to experience all aspects of marketing research process in group projects.

Dersin Öğrenim Çıktıları

#	Öğrenim Çıktıları
1	Explains fundamental concepts in marketing research
2	Defines marketing research process and prepares a typical marketing research peojects
3	Formulates the research problem, derives hypothesis and determines the required analysis methods
4	Decides the types of data required and develops suitable scales for research in hand
5	Designs questionnaire, develops sampling procedures and organizes fieldworks
6	Defines basic statistical analysis methods, evaluates findings and drives conclusions from the findings
7	Prepares the research raport
8	Evaluates marketing research applications

Haftalık Ayrıntılı Ders İçeriği

#	Konular	Öğretim Yöntem ve Teknikleri
1	Introduction to marketing research	Lectures, discussion
2	Marketing research process	Lectures, discussion
3	Definition of marketing research problem	Lectures, discussion
4	Research types and design	Lectures, discussion
5	Observation and interviewing	Lectures, discussion
6	Data in marketing research and data characteristics	Lectures, discussion
7	Scaling, scales and scale development in marketing research	Lectures, discussion
8	Mid-term exam	Written examination
9	Population, sampling frame and sampling process in marketing research	Lectures, discussion
10	Implementation of field works	Lectures, discussion
11	Data preparation process	Lectures, discussion
12	Analysis techniques for relationships	Lectures, discussion
13	Analysis techniques for differences	Lectures, discussion
14	Preparation of marketing research report	Lectures, discussion
15	General evaluation	Lectures, discussion
16	Final Exam	Written examination

Resources

#	Malzeme / Kaynak Adı	Kaynak Hakkında Bilgi	Referans / Önerilen Kaynak
1	Tuncer Tokol, Pazarlama Araştırması, Bursa,2008.

Ölçme ve Değerlendirme Sistemi

#	Ağırlık	Çalışma Türü	Çalışma Adı
1	0.4	1	1. Mid-Term Exam
2	0.6	5	Final Exam

Dersin Öğrenim Çıktıları ve Program Yeterlilikleri ile İlişkileri

#	Öğrenim Çıktıları	Program Çıktıları	Ölçme ve Değerlendirme
1	Explains fundamental concepts in marketing research	3	1͵2
2	Defines marketing research process and prepares a typical marketing research peojects	3	1͵2
3	Formulates the research problem, derives hypothesis and determines the required analysis methods	3͵7	1͵2
4	Decides the types of data required and develops suitable scales for research in hand	3͵7	1͵2
5	Designs questionnaire, develops sampling procedures and organizes fieldworks	3͵7	1͵2
6	Defines basic statistical analysis methods, evaluates findings and drives conclusions from the findings	3͵7	1͵2
7	Prepares the research raport	3͵7	1͵2
8	Evaluates marketing research applications	3͵7	1͵2

Not: Ölçme ve Değerlendirme sütununda belirtilen sayılar, bir üstte bulunan Ölçme ve Değerlerndirme Sistemi başlıklı tabloda belirtilen çalışmaları işaret etmektedir.

İş Yükü Detayları

#	Etkinlik	Adet	Süre (Saat)	İş Yükü
0	Course Duration	14	3	42
1	Course Duration Except Class (Preliminary Study, Enhancement)	14	1	14
2	Presentation and Seminar Preparation	0	0	0
3	Web Research, Library and Archival Work	10	1	10
4	Document/Information Listing	0	0	0
5	Workshop	0	0	0
6	Preparation for Midterm Exam	1	2	2
7	Midterm Exam	1	1	1
8	Quiz	0	0	0
9	Homework	0	0	0
10	Midterm Project	0	0	0
11	Midterm Exercise	0	0	0
12	Final Project	1	0	0
13	Final Exercise	0	0	0
14	Preparation for Final Exam	1	1	1
15	Final Exam	1	1	1
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