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| ISL4025 | Marketing Research | 3+0+0 | ECTS:5 | | Year / Semester | Fall Semester | | Level of Course | First Cycle | | Status | Compulsory | | Department | DEPARTMENT of BUSINESS | | Prerequisites and co-requisites | None | | Mode of Delivery | | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | Prof. Dr. Hüseyin Sabri KURTULDU | | Co-Lecturer | None | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | To give marketing research and planning knowledges. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | List the methods in marketing research. | 2,7,8 | 1, | | LO - 2 : | Predict what the effects of each method used in marketing research will be like on firm activities. | 2,7,8 | 1, | | LO - 3 : | Use the most suitable statistical techniques according to the firms purpose. | 2,7,8 | 1, | | LO - 4 : | Find out whether the results obtained through statistical techniques are appropriate for the firm's purposes. | 2,7,8 | 1, | | LO - 5 : | Rearrenge the firm's activities according to the results obtained through techniques used. | 2,7,8 | 1, | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| Importance of marketing research, models of decision making, hypothesis tests, process and kinds of sampling, measuring and measurement, methods for gathering information, methods for analysis. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | Definition and characterictics of marketing research | | | Week 2 | Levels of marketing research proces | | | Week 3 | Exploratory researchs and qualitative working | | | Week 4 | Secondary data collection | | | Week 5 | Data collection with surveys | | | Week 6 | Research conception and sources of error | | | Week 7 | Data collection with observation | | | Week 8 | Data collection with experiment | | | Week 9 | Mid-term exam | | | Week 10 | Measurement and scaling | | | Week 11 | Form design | | | Week 12 | Sampling | | | Week 13 | Frequency dispersion and hypothesis testing | | | Week 14 | Important degree and statistically strength | | | Week 15 | Parametric and non-parametric testing | | | Week 16 | End-of-term exam | | | |
| 1 | Nakip, M. , 2008, Pazarlama Araştırmalarına Giriş (SPSS Destekli) , Seçkin Yayıncılık, Ankara . | | | |
| 1 | Gegez,A,E. 2007; Pazarlama Araştırmaları,Bete Basım Yayım Dağıtım A.Ş., İstanbul | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 17/11/2021 | 1 | 50 | | End-of-term exam | 16 | 15/01/2022 | 1 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 4 | 14 | 56 | | Sınıf dışı çalışma | 7 | 14 | 98 | | Arasınav için hazırlık | 5 | 2 | 10 | | Arasınav | 1 | 1 | 1 | | Dönem sonu sınavı için hazırlık | 5 | 2 | 10 | | Dönem sonu sınavı | 1 | 1 | 1 | | Total work load | | | 176 |
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