Ders Bilgileri
MARKETING RESEARCH | ||||||
---|---|---|---|---|---|---|
Kodu | Dönemi | Teori | Uygulama | Ulusal Kredisi | AKTS Kredisi | |
Saat / Hafta | ||||||
ISL471 | Fall | 3 | 0 | 3 | 6 |
Ön Koşulu Olan Ders( ler ) | None |
Dili | en |
Türü | Required |
Seviyesi | Bachelor's |
Öğretim Elemanı( ları ) | Prof. Dr. Ayse ŞAHİN |
Öğretim Sistemi | Face to Face |
Önerilen Hususlar | None |
Staj Durumu | None |
Amacı | The purpose of the course is to equip the students with the information about marketing research process in terms of problem identification, knowledge acquisition, data analysis and reporting and acquiring skills in conducting market/marketing research projects which are expected to lead managers to make better and more effective decisions in today’s ever changing market dynamics. |
İçeriği | In this course, all aspects of marketing research process is presented tostudents with an applied orientation. All topics such as need analysis, hypothesis development, research design, scaling and scale development, sampling, data collection process, data preparation and analysis, and reporting are discussed in class and students are expected to experience all aspects of marketing research process in group projects. |
Dersin Öğrenim Çıktıları
# | Öğrenim Çıktıları |
---|---|
1 | To be able to explain fundamental concepts in marketing research |
2 | To be able to define marketing research process and prepare a typical marketing research peojects |
3 | To be able to formulate the research problem, derive hypothesis and determine the required analysis methods |
4 | To be able to decide the types of required data and develop suitable scales for research |
5 | To be able to design questionnaire, develop sampling procedures and organize fieldworks |
6 | To be able to define basic statistical analysis methods, evaluate findings and drive conclusions from the findings |
7 | To be able to evaluate findings and drive conclusions from the findings |
9 | To be able to prepare the research report |
Haftalık Ayrıntılı Ders İçeriği
# | Konular | Öğretim Yöntem ve Teknikleri |
---|---|---|
1 | Introduction to marketing research | Lecture, discussion |
2 | Marketing research process | Lecture, discussion |
3 | Definition of marketing research problem | Lecture, discussion |
4 | Research types and design | Lecture, discussion |
5 | Observation and interviewing | Lecture, discussion |
6 | Data in marketing research and data characteristics | Lecture, discussion |
7 | Scaling, scales and scale development in marketing research | Lecture, discussion |
8 | Mid-term Exam | Written Exam |
9 | Population, sampling frame in marketing research | Lecture, discussion |
10 | Sampling process in marketing research, Homework | Lecture, discussion |
11 | Implementation of field works | Lecture, discussion |
12 | Data preparation process | Lecture, discussion |
13 | Analysis techniques for relationships | Lecture, discussion |
14 | Analysis techniques for differences | Lecture, discussion |
15 | Preparation of marketing research report | Lecture, discussion |
16 | Final Exam |
Resources
# | Malzeme / Kaynak Adı | Kaynak Hakkında Bilgi | Referans / Önerilen Kaynak |
---|---|---|---|
1 | Mahir Nakip, 2006, Pazarlama Araştırmalarına Giriş. | ||
2 | Naresh K. MALHOTRA, Marketing Research – An Applied Prientation 4. Edition, Prentice Hall, 1996. | ||
3 | Kemal KURTULUŞ, Pazarlama Araştırmaları, İ.Ü. İşletme Fakültesi Yayını, 6. Baskı, 1998 |
Ölçme ve Değerlendirme Sistemi
# | Ağırlık | Çalışma Türü | Çalışma Adı |
---|---|---|---|
1 | 0.4 | 1 | 1. Mid-Term Exam |
2 | 0.1 | 3 | 1. Homework |
3 | 0.5 | 5 | Final Exam |
Dersin Öğrenim Çıktıları ve Program Yeterlilikleri ile İlişkileri
# | Öğrenim Çıktıları | Program Çıktıları | Ölçme ve Değerlendirme |
---|---|---|---|
1 | To be able to explain fundamental concepts in marketing research | 1 | 1͵2͵3 |
2 | To be able to define marketing research process and prepare a typical marketing research peojects | 1͵8 | 1͵2͵3 |
3 | To be able to formulate the research problem, derive hypothesis and determine the required analysis methods | 1͵8͵9 | 1͵2͵3 |
4 | To be able to decide the types of required data and develop suitable scales for research | 1͵8͵9͵10 | 1͵2͵3 |
5 | To be able to design questionnaire, develop sampling procedures and organize fieldworks | 1͵8͵9͵10 | 1͵3 |
6 | To be able to define basic statistical analysis methods, evaluate findings and drive conclusions from the findings | 1͵8͵9͵10 | 1͵3 |
7 | To be able to evaluate findings and drive conclusions from the findings | 1͵8͵9͵10 | 1͵3 |
9 | To be able to prepare the research report | 1͵8͵9͵10 | 1͵3 |
Not: Ölçme ve Değerlendirme sütununda belirtilen sayılar, bir üstte bulunan Ölçme ve Değerlerndirme Sistemi başlıklı tabloda belirtilen çalışmaları işaret etmektedir.
İş Yükü Detayları
# | Etkinlik | Adet | Süre (Saat) | İş Yükü |
---|---|---|---|---|
0 | Course Duration | 14 | 3 | 42 |
1 | Course Duration Except Class (Preliminary Study, Enhancement) | 14 | 3 | 42 |
2 | Presentation and Seminar Preparation | 1 | 6 | 6 |
3 | Web Research, Library and Archival Work | 0 | 0 | 0 |
4 | Document/Information Listing | 2 | 10 | 20 |
5 | Workshop | 0 | 0 | 0 |
6 | Preparation for Midterm Exam | 1 | 10 | 10 |
7 | Midterm Exam | 1 | 1 | 1 |
8 | Quiz | 0 | 0 | 0 |
9 | Homework | 1 | 6 | 6 |
10 | Midterm Project | 0 | 0 | 0 |
11 | Midterm Exercise | 0 | 0 | 0 |
12 | Final Project | 1 | 0 | 0 |
13 | Final Exercise | 0 | 0 | 0 |
14 | Preparation for Final Exam | 1 | 15 | 15 |
15 | Final Exam | 1 | 1 | 1 |
143 |