COURSE UNIT TITLE

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

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

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

Further Notes About Assessment Methods

None

Assessment Criteria

Problem formulation: Describing the research problem to solve and recognizing research objectives and questions (10 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Research design: Defining the type of information needed (e.g., primary and/or secondary data) and the research methodology that would best fit the main research objectives (e.g., quantitative and/or qualitative research design). Specifying the details regarding the research plan (i.e., the stages to be followed) (15 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Data collection: Explaining the research context, sampling approach (e.g., random sampling or nonrandom sampling method), and data collection instrument (e.g., questionnaire, interview, and/or observation) (25 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Data analysis: Identifying the statistical methods to analyze the data (e.g., factor analysis, multiple regression, and structural equation modelling) and performing the data analysis (35 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Reporting: Discussing the research findings, providing implications for theory and practice, and presenting limitations of the study and future research directions (15 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed

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

Contribution of Learning Outcomes to Programme Outcomes