COURSE INFORMATION
Course Title: MARKETING RESEARCH
Code Course Type Regular Semester Lecture Recit. Lab Credits ECTS
BUS 353 D 5 - - - 4 5
Lecturer and Office Hours: Vusal Gambarov
Teaching Assistant(s) and Office Hours: -
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 Designing the Questionnaire
8 Mid-Term exam
9 Measurement and Scaling
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.
COURSE EVALUATION METHOD
Method Quantity Percentage
Midterm Exam(s)
1
20
Presentation
1
30
Final Exam
1
30
Other
1
20
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