Marketing (English) (non-thesis)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

E-PMBA541

Course Name:

Marketing Research

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	7

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Master

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Assoc. Prof. ZEYNEP GENEL

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:	This course is designed to define a general framework of the marketing research concept; its different models and types; crystallizing the transition period of the numbers to the marketing knowledge; develop a point of view on research processes, data processing - reporting and finally recovering current applications.
Course Content:	Definition of marketing research Secondary and exploratory research for data collection Descriptive research Sampling in marketing research Data analysis Special topics in data analysis-1 Special topics in data analysis-2 Multidimensional scaling and conjoint analysis Presenting the results of the research. Marketing-mix measures Brand and customer metrics New strategies in marketing research

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Definition of marketing research; secondary and explanatory research in data collection; descriptive research; exemplifying marketing research; data collecting; special topics in data collection; multidimensional scaling and combined analysis; introduction of research results; marketing composition metrics; brand and customer dimensions; new approaches in marketing research.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	Syllabus Discuss Course Outline, Instructor to verify completion	Homework: assigned reading for next class session - Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
2)	• Define the nature and scope of marketing research. • Describe marketing research in pratice. • Explain marketing research process. • Restate how to desing a marketing research.	Homework: assigned reading for next class session - Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
3)	• Describe secondary sources of marketing data. • Identify standardized sources of marketing data. • Explain marketing research on the internet • Define qualitative and observational methods. • Compare and comment the approaches.	Homework: assigned reading for next class session - Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
4)	• Explain and discuss issues on data collection from respondents. • Define and interpret survey methods used to get information from respondents. • Describe attitude measurement. • Explain and put into practice how to prepare a questionnaire.	Homework: assigned reading for next class session - Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
5)	• State sampling fundamentals. • Describe and relate sample size and statistical theory. • Summarize sample characteristics, size and reliability.	Homework: assigned reading for next class session - Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
6)	• Explain and classify fundamentals of data analysis. • Apply how to prepare data for analysis. • Define cross-tabulations. • Describe hypothesis testing. • Discuss and interpret cases	Homework: assigned reading for next class session - Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
7)	MIDTERM EXAM
8)	• Explain correlation and regression analysis. • Describe discriminant, cluster and factor analysis.	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
9)	• Define multidimentional scaling and conjoint analysis. • Illustrate how to present the results of the research	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
10)	• Explain multidimensional scaling. • Discuss attribute-based approaches. • Define conjoint analysis.	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
11)	• Describe how to present the research results. • Put into practice a written report. • Explain how to make an oral presentation. • Find more about customer relationship	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
12)	• Define new product, pricing, distribution and promotion research. • Describe total quality management and information requirements.	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
13)	• Explain brand equity and customer satisfaction. • Describe how to measure customer satisfaction. • Discuss contemporary applications of marketing intelligence.	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
14)	• Describe database marketing. • Define e-commerce and mobile marketing. • Explain social, experiential and relationship marketing.	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
15)	New strategies in marketing research Discuss relationships and interactions between marketing research and the new age strategies.	Homework: assigned reading for next class session - Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.
16)	FINAL EXAM	FINAL EXAM

Sources

Course Notes / Textbooks:	Gegez, E. (2010). Pazarlama Araştırmaları. İstanbul: Beta
References:	Aaker, D. A., Kumar, V., & Day, G. S. (2004). Marketing research. New York: John Wiley & Sons.

Course-Program Learning Outcome Relationship

Learning Outcomes	1
Program Outcomes

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

Program Outcomes

Level of Contribution

Learning Activity and Teaching Methods

Expression
Individual study and homework
Lesson
Group study and homework
Project preparation

Assessment & Grading Methods and Criteria

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	16	% 0
Presentation	1	% 10
Project	1	% 5
Midterms	1	% 30
Final	1	% 50
Paper Submission	1	% 5
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	48
Midterms	1	1
Final	1	1
Total Workload		50