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