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İzmir Ekonomi Üniversitesi

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    GRADUATE SCHOOL

    Master of Business Administration - Distance Learning (e-MBA) (Turkish)

    EISL 564 | Course Introduction and Application Information

    Course Name
    Marketing Research
    Code
    Semester
    Theory
    (hour/week)
    Application/Lab
    (hour/week)
    Local Credits
    ECTS
    EISL 564
    Fall/Spring
    3
    0
    3
    5

    Prerequisites
    None
    Course Language
    Turkish
    Course Type
    Elective
    Course Level
    Second Cycle
    Mode of Delivery -
    Teaching Methods and Techniques of the Course Discussion
    Q&A
    Lecture / Presentation
    National Occupation Classification -
    Course Coordinator -
    Course Lecturer(s)
    Assistant(s)
    Course Objectives Development of skills in marketing research with respect to generating research questions, following correct methods in order to reach reliable results, planning qualitative and quantitative studies, developing questionnaries, coding data and analyzing the data with the SPSS program and reporting the findings.
    Learning Outcomes

    The students who succeeded in this course;

    • To define what marketing research is and how it is used in marketing management.
    • To explain the process of marketing research, the types of information to be provided during this process and how they are used in marketing management.
    • To compare various research methods, their strengths and weaknesses compared to each other.
    • To decide which marketing research method is appropriate for different marketing problems.
    • To define basic measurement techniques and data collection methods.
    Course Description This course provides a broad overview of marketing research from a practical and applied perspective. Students will learn the basics of research and how to conduct a research project.

     



    Course Category

    		Core Courses
    Major Area Courses
    X
    Supportive Courses
    Media and Management Skills Courses
    Transferable Skill Courses

     

    WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

    Week Subjects Related Preparation Learning Outcome
    1 Informing Students About Course Description, Content and Application
    2 Definition, Role and Characteristics of Marketing Research Pazarlama Araştırmaları, E.Gegez, Beta, 2021 - 1
    3 Problem Definition and the Marketing Research Process Pazarlama Araştırmaları, E.Gegez, Beta, 2021 - 2
    4 Research Design and Potential Sources of Error Pazarlama Araştırmaları, E. Gegez, Beta, 2021 - 6
    5 Secondary Data Sources Pazarlama Araştırmaları, E. Gegez, Beta, 2021 -4
    6 Exploratory Research and Qualitative Studies Pazarlama Araştırmaları, E. Gegez, Beta, 2021 - 3
    7 Survey Data Collection & Survey Design Pazarlama Araştırmaları, E. Gegez, Beta, 2021 – 5, 10
    8 Sampling Pazarlama Araştırmaları, E. Gegez, Beta, 2021, 11
    9 Other Methods Used in Marketing Research: Observation and Experiment Pazarlama Araştırmaları, E. Gegez, Beta, 2021, 7-8
    10 Marketing Research and Consumer Insight Tüketici Davranışı, Y. Odabaşı & G. Barış, Mediacat, 2019.
    11 Marketing Research and Consumer Insight Tüketici Davranışı, Y. Odabaşı & G. Barış, Mediacat, 2019.
    12 Homework Presentations
    13 Homework Presentations
    14 Contemporary Topics in Marketing and Consumer Research
    15 Review of the course
    16 Final Exam

     

    Course Notes/Textbooks

    Pazarlama Araştırmaları, E. Gegez, 7. Baskı, Beta, 2021, ISBN 978-605-242-339-4
    Suggested Readings/Materials
    • Tüketici Davranışı, Y. Odabaşı & G. Barış (2019), Mediacat, 975-8378-64-3.
    • Pazarlama 4.0, Gelenekselden Dijitale Geçiş, P. Kotler (2018), Optimist, 978-6052261033. 
    • Pazarlama Araştırması, Alvin C. Burns, Ronald F. Bush (2015), Nobel Akademik Yayıncılık, ISBN: 9786053200741.
    • Diğer kitap ve makaleler

     

    EVALUATION SYSTEM

    Semester Activities Number Weigthing
    Participation
    Laboratory / Application
    Field Work
    Quizzes / Studio Critiques
    Portfolio
    Homework / Assignments
    1
    20
    Presentation / Jury
    Project
    Seminar / Workshop
    Oral Exams
    Midterm
    Final Exam
    1
    80
    Total

    Weighting of Semester Activities on the Final Grade
    1
    20
    Weighting of End-of-Semester Activities on the Final Grade
    1
    80
    Total

    ECTS / WORKLOAD TABLE

    Semester Activities Number Duration (Hours) Workload
    Theoretical Course Hours
    (Including exam week: 16 x total hours)
    16
    3
    48
    Laboratory / Application Hours
    (Including exam week: '.16.' x total hours)
    16
    0
    Study Hours Out of Class
    16
    2
    32
    Field Work
    0
    Quizzes / Studio Critiques
    0
    Portfolio
    0
    Homework / Assignments
    1
    20
    20
    Presentation / Jury
    0
    Project
    0
    Seminar / Workshop
    0
    Oral Exam
    0
    Midterms
    0
    Final Exam
    1
    40
    40
        Total
    140

     

    COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

    #
    		 PC Sub Program Competencies/Outcomes
    * Contribution Level
    1
    2
    3
    4
    5
    1

    To be able to demonstrate general business knowledge and skills.
    -
    -
    -
    -
    -
    2

    To be able to demonstrate business communication skills effectively.
    -
    -
    X
    -
    -
    3

    To be able to deliver creative and innovative solutions to the business-related problems.
    -
    -
    -
    -
    X
    4

    To be able to evaluate the performance of business organizations through a holistic approach.

    -
    -
    -
    -
    -
    5

    To be able to take a critical perspective in evaluating business knowledge.
    -
    -
    -
    -
    X
    6

    To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.
    -
    -
    -
    -
    -
    7

    To be able to solve business related problems using analytical and technological tools and techniques.

    -
    -
    -
    X
    -
    8

    To develop a solution to business problems through systematic research.
    -
    -
    -
    X
    -
    9

    To be able to use a foreign language to follow information about the field of business and participate in discussions in academic environments.
    -
    -
    -
    -
    -

    *1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

     

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