GRADUATE SCHOOL
Master of Business Administration - Distance Learning (e-MBA) (English)
EBA 564 | Course Introduction and Application Information
| Course Name |
Marketing Research
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
EBA 564
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The general objective of this course is to develop the ability to conduct marketing research and provide information for marketing decision making. The broad course objectives are to help students understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager. |
| Learning Outcomes |
The students who succeeded in this course;
|
| 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. |
|
|
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 |
| 1 | Introduction | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 1 |
| 2 | The Role of Marketing Research in Management Decision Making | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 1 con’t |
| 3 | Problem Definition and the Research Process | • McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 2 • Mc Givern, Y. The Prectice of Market and Social Reasearch, 2006 |
| 4 | Secondary and Primary Data Collection | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 2 con’t and chapter 4 |
| 5 | Research Design: Exploratory, Descriptive and Casual Research | |
| 6 | Sampling | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 6 |
| 7 | Questionnaire Design | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 7 |
| 8 | Measurement | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 3 |
| 9 | Midterm | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 5 |
| 10 | SPSS I | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 8 - 9 |
| 11 | SPSS II | McDaniels and Gates(2008)- Marketing Research Essentials(6th ed.) Chapter 10 - 11 |
| 12 | Project Review Session | Farris, P.W., Bendle N.T., Pfeifer, P.E. and Reibstein, D.J, (2008) Marketing Metrics 50+ Metrics Every Executive Should Master, , 2008 |
| 13 | Project Review Session | |
| 14 | Project Review Session | |
| 15 | Presentations | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | |
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| 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
|
1
|
16
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
0
|
||
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| Final Exam |
1
|
36
|
36
|
| Total |
125
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to demonstrate general business knowledge and skills. |
X | ||||
| 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. |
X | ||||
| 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. |
X | ||||
| 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. |
X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest