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Course Name : Market Research Methods
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Degree: Bachelor
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Code
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Year/Semester
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Local Credits
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ECTS Credits
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Course Implementation, Hours/Week
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Course
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Tutorial
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Laboratory
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UİT 321
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1/2 (Spring)
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3
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5
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3
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-
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Department
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Department of International Management and Trade
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Instructors
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Asst. Prof. Tutku Eker İşcioğlu
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Contact Information
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e-mail: teiscioglu@pirireis.edu.tr
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Office Hours
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Tuesday 13:30- 15:30
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Web page
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Course Type
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Compulsory
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Course Language
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English
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Course Prerequisites
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UİT 311 – Marketing Management
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Course Category by Content, %
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Basic Sciences
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Engineering Science
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Engineering Design
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Humanities
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Course Description
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The role of marketing research in management decision making; problem definition, exploratory research and the research process; secondary data and databases; qualitative research, interviewing and focus group; survey research, primary data collection, questionnaire design, sampling issues, hypotheses testing; data analysis, statistical testing of differences and relationship, reliability analysis, regression analysis, factor analysis.
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Course Objectives
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The objective of this course is to involve students in the process of marketing research and literature and thus, enable them to play an effective role in the marketing decision process.
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Course Learning Outcomes
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Students who pass from UİT 321 successfully will be able to:
I. Identify basic research questions that need to be investigated in line with marketing objectives.
II. Use data analysis methods and tools necessary to support and direct marketing decisions.
III. Identify the advantages and disadvantages of different qualitative and quantitative methods, and use the ones that are appropriate in the decision making process.
IV. Design a research process in the direction of marketing objectives.
V. Define various sampling types and evaluate the positive and negative aspects of each.
VI. Report and interpret the results of the analyses made.
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Instructional Methods and Techniques
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Lecture, Question-Answer, Discussion, Exercise and Practice, Project-Based Learning
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Tutorial Place
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-
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Co-term Condition
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-
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Textbook
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Marketing Research, 2015, McDaniel & Gates, 10th ed., Wiley
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Other References
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Homework & Projects
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Students will be provided with study questions and reading materials to ensure that they follow the course development and prepare for the exams. They will also be required to develop a project to designate a marketing research to be presented at the end of the semester and identify all stages of the research process.
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Laboratory Work
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Computer Use
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Other Activities
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