| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190400305105 | MARKETING RESEARCH | Elective | 3 | 5 | 4 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of the course is to provide students with an adequate level of knowledge in the following subjects: Understanding the basic concepts and terminology used in marketing research. Methodological approach to the problems that enterprises will face. Knowing every stage of the research process. To be able to take a marketing research project from the beginning to the end. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Ercan İNCE |
| Learning Outcomes |
| 1 | Gain the perspective of marketing information collection based on Decision Support and Management Information Systems. | | 2 | Gain the ability of defining and solving problem of marketing information. | | 3 | They will be competent in marketing research design. | | 4 | They will be able to use different qualitative, qualitative, and computer-aided tools to conduct marketing research. | | 5 | They will gain the ability to analyze and analyze the collected information. |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
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| Recommended Optional Programme Components |
| None |
| Course Contents |
| The aim of this course is to show the students the methodological foundations of marketing research and to use different research methods and analyzes used in marketing research in a practical way. |
| Weekly Detailed Course Contents |
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| 1 | Introduction and marketing research problem | | | | 2 | Research design | | | | 3 | Measurement and scaling | | | | 4 | Question paper design | | | | 5 | Sampling | | | | 6 | Field work and data preparation | | | | 7 | SPSS and R review | | | | 8 | Mid-Term Exam | | | | 9 | Size reduction techniques: Factor analysis, optimal scaling | | | | 10 | Distinguishing groups: Discriminant and logit analysis | | | | 11 | Classification techniques: clustering analysis | | | | 12 | Perception mapping, brand positioning: Multi-dimensional scaling | | | | 13 | How consumer evaluates the various features of a product or service: Conjoint Analysis | | | | 14 | Structural Equation Models | | | | 15 | Final Exam | | |
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| Recommended or Required Reading |
| 1. Naresh K. Malhotra, Marketing Research: An Applied Orientation, Prentice Hall, Inc.
2. Kemal Kurtuluş, Araştırma Yöntemleri,2010, Türkmen Kitabevi. |
| 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 | | Turkish | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 12 | 3 | 36 |
| Individual Study for Mid term Examination | 3 | 5 | 15 |
| Individual Study for Final Examination | 8 | 10 | 80 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | | | | | | | | | | | | | | LO2 | 4 | 3 | | | | | | | | | | | | | | LO3 | 4 | 3 | | | | | | | | | | | | | | LO4 | 4 | 3 | | | | | | | | | | | | | | LO5 | 4 | 3 | | | | | | | | | | | | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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