| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ104Y | Marketing Research | Elective | 1 | 2 | 6 |
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| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The aim of this course is to guide students on how to make product, consumer and market information scientific and functional for managers, which can help business decision-makers make more accurate decisions. |
| Name of Lecturer(s) |
| Doç. Dr. Yusuf Bilgin |
| Learning Outcomes |
| 1 | Understanding the importance of marketing research for managers and business | | 2 | Understanding the adventure of the emergence of scientific knowledge through marketing research | | 3 | Gain the ability to conduct marketing research on your own |
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| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
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| Recommended Optional Programme Components |
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| Course Contents |
| Marketing research, marketing information system, marketing research process, research design, quantitative research, qualitative research, measurement, data collection and analysis, operationalization, research report preparation |
| Weekly Detailed Course Contents |
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| 1 | Introduction to marketing research | | | | 2 | Marketing research industry | | | | 3 | Marketing research process, defining the problem | | | | 4 | Research design | | | | 5 | Primary and secondary data qualitative research method | | | | 6 | Quantitative research method | | | | 7 | Data collection tools: observation, interview and survey | | | | 8 | Midterm exam | | | | 9 | Population and Sample selection | | | | 10 | Fieldwork and data quality | | | | 11 | Data analysis | | | | 12 | Baseline difference tests | | | | 13 | Correlation and regression analyzes | | | | 14 | Interpretation of findings | | | | 15 | Reporting transactions | | | | 16 | Final exam | | |
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| Recommended or Required Reading |
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| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | | Work Placement(s) | |
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| Workload Calculation |
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| Midterm Examination | 1 | 10 | 10 |
| Final Examination | 1 | 14 | 14 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 14 | 6 | 84 |
| Homework | 6 | 3 | 18 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 2 | 1 | 4 | 4 | 4 | | LO2 | 2 | 5 | 1 | 4 | 3 | | | LO3 | 4 | 3 | 3 | 4 | 4 | 4 |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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