COURSE UNIT TITLE

: MARKETING RESEARCH

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 4216 MARKETING RESEARCH ELECTIVE 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ILAYDA IPEK

Offered to

BUSINESS ADMINISTRATION

Course Objective

The course "Marketing Research" endeavours to provide a solid understanding of essentials of marketing research. This course mainly concentrates on why marketing research is important and how an effective marketing research should be carried out. Particularly, it aims to shed light on the issues of research design, sampling, data collection, and data analysis in the field of marketing.

Learning Outcomes of the Course Unit

1   After completing this course, the students are expected to have an understanding of basic concepts of marketing research,
2   Be able to formulate marketing research problem,
3   Develop an appreciation for the importance of sampling in a marketing research,
4   Be capable of using data collection methods,
5   Be able to analyze data and to communicate research findings.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Marketing Research
2 Defining the Marketing Research Problem and Developing a Research Approach
3 Research Design
4 Qualitative Research: Its Nature and Approaches
5 Survey and Quantitative Observation Techniques
6 Questionnaire Design
7 Sampling
8 Survey Fieldwork
9 Introduction to Data Analysis
10 Term Project Presentations
11 Term Project Presentations
12 Term Project Presentations

Recomended or Required Reading

Malhotra, N.K., Birks, D.F., and Nunan, D. (2017). Marketing Research: An Applied Approach. 5th Edition. Pearson.

Planned Learning Activities and Teaching Methods

Lecturing, group work, presentations.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 PRJ PROJECT
2 PRS PRESENTATION
3 PAR PARTICIPATION
4 FCG FINAL COURSE GRADE PRJ*0.70+PRS*0.20+PAR*0.10


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Late submissions of written reports will not be accepted.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Res. Assist. Dr. Ilayda IPEK
ilayda.gungor@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 9 3 27
Preparations before/after weekly lectures 12 1 12
Preparing presentations 1 20 20
Project Preparation 1 70 70
TOTAL WORKLOAD (hours) 129

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.1555
LO.25554
LO.3555
LO.4555
LO.5555

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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