COURSE UNIT TITLE

: ADVANCED MARKETING RESEARCH AND ANALYSIS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IŞL 6132 ADVANCED MARKETING RESEARCH AND ANALYSIS ELECTIVE 3 0 0 5

Offered By

Business Administration

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

PROFESSOR DOCTOR ENGIN ÖZGÜL

Offered to

Business Administration

Course Objective

Developing the applied knowledge and skills of marketing research related to doctoral degree.

Learning Outcomes of the Course Unit

1   Establishes and analyzes problems and opportunities about marketing and makes recommandations.
2   Improves and applies right kind of solution for the problem.
3   Analyzes, evaluates and reports the data in advance.
4   Holds the application skill of planning the marketing research process efficiently.
5   Holds the intellectual and behavirol characteristics necassary for researcher.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction and Course Description
2 Science and Marketing Research
3 Marketing Information Systems and Qualitive Research in marketing
4 Using SPSS in marketing researchs
5 Data analysis with SPSS in marketing research (test of normality)
6 Data analysis with SPSS in marketing research (central tendency dimensions)
7 Data analysis with SPSS in marketing research (Perception maps)
8 Data analysis with SPSS (Loyalty and satisfaction researchs)
9 Introduction to Structural Equation Modeling 1
10 Introduction to Structural Equation Modeling 2
11 Analysis of the elements of structural model.
12 SEM and LISREL applications in marketing research.(operation principles of LISREL)
13 SEM and LISREL applications in marketing research.(explanatory and confirmatory factor analysis)
14 SEM and LISREL applications in marketing research

Recomended or Required Reading

Mahir Nakip (2008) Pazarlama Araştırmaları, Seçkin Yayıncılık, Ankara
Şeref Kalaycı (2008) Çok değişkenli Istatistik Teknikleri, Asil Yayın Dağıtım, Ankara
Ömer Faruk Şimşek (2009) Yapısal Eşitlik Modellelerine Giriş, Ekinoks Yayınevi, Ankara

Kemal Kurtuluş (2008) Pazarlama Araştırmaları, Beta A.Ş.
Elif Kuş (2010) Nicel ve Nitel Araştırma Yöntemleri

Planned Learning Activities and Teaching Methods

Modern approaches in sevice business.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


Further Notes About Assessment Methods

None

Assessment Criteria

The intellectual and behavirol charactesitics necassary for researcher will be scaled
by case studies, the planning of marketing process and skill of applying it will be
scaled by
term project, choosing the research method and application, analyzes of datas, reports will be scaled by exams, lab practice and attandence to courses.

Language of Instruction

Turkish

Course Policies and Rules

1. It's important to attend courses.
2. It's an obligation to obey to scientific research and the ethic rules during the preparation of presentations.
3. The homeworks has to be turn over in time.
4. It's expected in presentations to be supported by firm applications.
5. The information and notices would be followed which are made on the web page of the course and DEBIS

Contact Details for the Lecturer(s)

Engin Özgül, PhD

Associate Professor of Marketing
Dokuz Eylül University
Faculty of Economics&Administrative Science
Dokuzcesmeler Campus
35160 Buca/Izmir/Türkiye
E-mail : engin.ozgul@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Tutorials 13 2 26
Lectures 14 1 14
Preparing presentations 1 5 5
Preparation for midterm exam 1 15 15
Preparation for final exam 1 20 20
Preparing assignments 1 25 25
Preparations before/after weekly lectures 14 1 14
Midterm 1 3 3
Final 1 3 3
TOTAL WORKLOAD (hours) 125

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6
LO.11
LO.21
LO.31
LO.41
LO.51

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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