EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
COURSE INFORMATIONCourse Title: MARKETING RESEARCH |
Code | Course Type | Regular Semester | Theory | Practice | Lab | Credits | ECTS |
---|---|---|---|---|---|---|---|
BUS 353 | D | 5 | 4 | 0 | 0 | 4 | 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: | Teoman Duman , Thursdays 14.00 - 16.00 |
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: | Thursdays 8.45 - 12.15 |
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: | Course objectives are twofold: One is to have students comprehend the basic scientific and marketing research methodology concepts. The second one is to have them gain knowledge and skills to conduct practical research projects for business marketing needs. |
COURSE OUTLINE
|
Week | Topics |
1 | Chapter 1: Introduction to Marketing Research |
2 | Chapter 2: Defining the Marketing Research Problem and Developing an Approach |
3 | Chapter 3: Research Design, Secondary and Syndicated Data |
4 | Chapter 4: Qualitative Research |
5 | Chapter 5: Survey and Observation ; Work on group projects - Research Proposals |
6 | Chapter 6: Experimentation and Causal Research ; Chapter 7: Measurement and Scaling |
7 | Midterm exam |
8 | Chapter 8: Questionnaire and Form Design |
9 | Chapter 9: Sampling Design and Procedures; Chapter 10: Data Collection and Preparation |
10 | Chapter 11: Data Analysis: Frequency Distribution, Hypothesis Testing and Cross Tabulation. Chapter 12: Data Analysis: Hypothesis Testing Related to Differences, Correlation and Regression Marketing research case discussion: Wendy’s Survey and Data |
11 | Chapter 13: Report Preparation and Presentation Weekly video |
12 | Marketing Research Presentations |
13 | Marketing Research Presentations |
14 | Final Exams |
Prerequisite(s): | None |
Textbook: | Malhotra, N. K. (2015). Essentials of Marketing Research: A Hands-on Orientation. Pearson: Upper Saddle River, NJ, USA. |
Other References: | |
Laboratory Work: | None |
Computer Usage: | SPSS program use; MS Office Programs |
Others: | No |
COURSE LEARNING OUTCOMES
|
1 | Define the basic scientific and marketing research methodology concepts |
2 | Explain the purpose of conducting marketing research in businesses |
3 | Read and evaluate published marketing research reports from companies |
4 | Design a practical research project for a marketing problem |
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 | 1 |
2 | Students describe key economic theories | 1 |
3 | Students critically discuss current developments in economics | 1 |
4 | Students appropriately use software for data analysis | 1 |
5 | Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic | 1 |
6 | Students apply appropriate analytical methods to address economic problems | 1 |
7 | Students use effective communication skills in a variety of academic and professional contexts | 1 |
8 | Students effectively contribute to group work | 1 |
9 | Students conduct independent research under academic supervision | 1 |
10 | Students uphold ethical values in data collection, interpretation, and dissemination | 1 |
COURSE EVALUATION METHOD
|
Method | Quantity | Percentage |
Midterm Exam(s) |
1
|
30
|
Presentation |
1
|
10
|
Term Paper |
1
|
20
|
Final Exam |
1
|
35
|
Attendance |
5
|
|
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) | 16 | 1 | 16 |
Mid-terms | 1 | 16 | 16 |
Assignments | 1 | 12 | 12 |
Final examination | 1 | 17 | 17 |
Other | 0 | ||
Total Work Load:
|
125 | ||
Total Work Load/25(h):
|
5 | ||
ECTS Credit of the Course:
|
5 |