COURSE INFORMATION Course Title: MARKETING RESEARCH

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 353	B	5	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Anuela Ristani
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:	N/A
Course Description:	This course concerns the use of marketing research as an aid to making marketing decisions. Specifically, this course addresses how the information used to make marketing decisions is gathered and analyzed.
Course Objectives:	This course matches statistical methods with marketing sense. Students attending this course will get a clear view about how to conduct a marketing research, but more important when the need for research appears and which method must be chosen in exact case. Even if marketing research is first victim of marketing retrenchments, companies not ignoring this instrument getting advantage during crisis times. Companies pioneering in marketing field mostly relay on research results rather than subjective ideas. It`s also important that Marketing research includes huge spectrum of research activities. It`s not only about marketing, also social and economical researches.

COURSE OUTLINE

Week	Topics
1	Marketing Research for Managerial Decision Making
2	The Marketing Research Process and Proposals
3	Secondary Data, Literature Reviews, and Hypotheses
4	Exploratory and Observational Research Designs and Data Collection Approaches
5	Descriptive and Causal Research Designs
6	Sampling: Theory and Methods
7	Mid-Term exam
8	Measurement and Scaling
9	Designing the Questionnaire
10	Qualitative Data Analysis
11	Preparing Data for Quantitative Analysis
12	Basic Data Analysis for Quantitative Research
13	Examining Relationships in Quantitative Research
14	Communicating Marketing Research Findings

Prerequisite(s):	Principles of Marketing
Textbook:	Hair, J. F., Wolfinbarger, M. F., Ortinau, D. J., & Bush, R. P. (2010). Essentials of marketing research. McGraw-Hill/Irwin.
Other References:	Articles and Cases
Laboratory Work:	N/A
Computer Usage:	N/A
Others:	No

COURSE LEARNING OUTCOMES

1	To be able to translate a marketing problem into a feasible research question
2	To have a general understanding of the strengths and weaknesses of alternative research designs
3	To learn the impact marketing research has on general marketing activities
4	To recognize ethical issues associated with marketing research
5	To develop marketing research projects

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Economics (3 years) Program
1	Students define the fundamental problems of economics	2
2	Students describe key economic theories	2
3	Students critically discuss current developments in economics	2
4	Students appropriately use software for data analysis	2
5	Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic	2
6	Students apply appropriate analytical methods to address economic problems	2
7	Students use effective communication skills in a variety of academic and professional contexts	5
8	Students effectively contribute to group work	4
9	Students conduct independent research under academic supervision	5
10	Students uphold ethical values in data collection, interpretation, and dissemination	4
11	Students critically engage with interdisciplinary innovations in social sciences	5
12	Student explain how their research has a broader social benefit	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	20
Project	1	30
Quiz	1	10
Final Exam	1	40
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	4	64
Hours for off-the-classroom study (Pre-study, practice)	54	1	54
Mid-terms			0
Assignments
Final examination			0
Other	1	7	7
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5