FACULTY OF BUSINESS

Department of Business Administration

BA 377 | Course Introduction and Application Information

Course Name
Marketing Research
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 377
Fall/Spring
3
0
3
6

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course Discussion
Group Work
Q&A
Lecture / Presentation
Field work/Application
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;
  • Explain the role of marketing research in shaping marketing decisions
  • Compare different types of marketing research
  • Explain marketing research data collection methods
  • Analyse data collected for a real world marketing research
  • Evaluate the results of a real word marketing research
Course Description Covers definition, scope and process of marketing research by issues of problem definition, CRM, MDSS, questionnaire design, SPSS, preparing the marketing research report and presentation.

 



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
1 Introduction to the Course and Explaining Applications and Project Requirements
2 Marketing Research as a Process Kolb (2018) Chapters 1 and 2
3 Determining the Research Question and Cultural Considerations Kolb (2018) Chapters 3, 5 and 6
4 Qualitative Marketing Research (sampling and data collection) Kolb (2018) Chapters 7, 8, 9 and 10
5 Qualitative Marketing Research (data analysis) and Application 1 Kolb (2018) Chapter 14 Assignment Submission 02.11.2023
6 Working in Teams and Mentoring Project Guideline
7 Quantitative Marketing Research (sampling, data collection and measurement) Kolb (2018) Chapters 11, 12 and 13
8 Midterm 16.11.2023
9 Quantitative Marketing Research (data analysis - SPSS) and Application 2 Kolb (2018) Chapter 15
10 Quantitative Marketing Research (data analysis- SPSS) and Application 2 (contd) Kolb (2018) Chapter 15
11 Discussing Contemporary Marketing Research Projects Guest Speakers
12 Working in Teams and Mentoring Project Guideline
13 Project Presentations
14 Project Presentations
15 Review of the semester
16 Final Exams

 

Course Notes/Textbooks

1.  Kolb, B.,

Marketing Research: A Concise Introduction (2nd ed.)

•ISBN:978-1-5264-1926-2
•ISBN: 978-1-5264-1927-9 (pbk)

 

Suggested Readings/Materials

2. Mcdaniel, C. Jr and Gates, R.,

Marketing Research Essetials (7th ed.)

ISBN-13:978-0470-16970-4

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
50
Seminar / Workshop
Oral Exams
Midterm
1
30
Final Exam
Total

Weighting of Semester Activities on the Final Grade
3
100
Weighting of End-of-Semester Activities on the Final Grade
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
14
3
42
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
10
10
Presentation / Jury
0
Project
1
60
60
Seminar / Workshop
0
Oral Exam
0
Midterms
1
20
20
Final Exam
0
    Total
180

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

To be able to solve problems with an analytical and holistic viewpoint in the field of business administration.

X
2

To be able to present the findings and solutions to the business problems in written and oral formats.

X
3

To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels.

4

To be able to use innovative and creative approach for real-life business situations.

X
5

To be able to demonstrate leadership skills in different business situations.

6

To be able to interpret the reflections of new technologies and softwares to business dynamics.

7

To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective.

8

To be able to act in accordance with the scientific and ethical values in studies related to business administration.

X
9

To be able to work efficiently and effectively as a team member.

X
10

To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions.

11

To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

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

 


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