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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS PAZ 4238 MARKETING RESEARCH COMPULSORY 3 0 0 3

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR ZEKI ATIL BULUT

Offered to

Marketing Marketing

Course Objective

The aim of this course is not only to give an understanding of stages of marketing research process and planning, applying the marketing research activities to solve various marketing problems but also to improve knowledge and skills to report the research results after the statistical analysis necessary for research.

Learning Outcomes of the Course Unit

1   Being able to define the process of marketing research 2   Being be able to explain the marketing problem and research design 3   Being be able to classify data types and data collecting methods 4   Being be able to analyse datum 5   Being be able to make the research report

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction to marketing research 2 The marketing research process Definition of problem 3 Research techniques and research design 4 Data types and data collection tools Observation and experiment 5 Developing data collection tool Survey 6 Sampling 7 Measurement and scales in marketing research Validity and Reliability 8 Mid-Term Exam 9 Introduction to marketing research analysis and SPSS 10 Data entry and descriptive analysis 11 Parametric and non-parametric tests for mean differences 12 Analysis for correlations 13 Writing and presenting a research report 14 Presenting research report 15 Presenting research report

Recomended or Required Reading

Textbook(s): Ercan Gegez, Pazarlama Araştırmaları, 3. Baskı, Beta Yayınları Supplementary Book(s): Cemal Yükselen, Pazarlama Araştırmaları, 5 Baskı, Detay Yayıncılık

Planned Learning Activities and Teaching Methods

1. Lecturing 2. Practice 3. Case studies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FN Final 3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

The five learning outcomes will be assessed by mid-term and final exams.

Language of Instruction

Turkish

Course Policies and Rules

It is mandatory to attend 70% of the course.

Contact Details for the Lecturer(s)

E-mail: atil.bulut@deu.edu.tr Tel: 0.232.3012567

Office Hours

15.30-17.00 at course date

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparation for midterm exam 1 10 10 Preparation for final exam 1 10 10 Preparing assignments 1 10 10 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 74

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 LO.1 1 1 LO.2 1 1 1 LO.3 1 1 1 LO.4 1 1 1 LO.5 1 1 1 1 1