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 Banking and Finance (3 years) Program
1	The students gain the ability to look at the problems of daily life from a broader perspective with an increased awareness of the importance of moral/ethical considerations and professional integrity in the workplace.	4
2	They develop their knowledge and understanding of banking and finance including concepts, theories, and analytical tools that serve both in national and international markets.	4
3	They gain an understanding of the role of financial management in business firms and the essentials of corporate finance and further develop their knowledge in the field.	1
4	They are able to apply valuation models to estimate the price of different financial assets, measure risk and describe the risk-return tradeoff.	1
5	They are provided with the knowledge and understanding of the regulatory framework and functioning of banking system and central banking as well as international banking system.	1
6	They are able to understand and use fundamental economic theories and tools to solve economic problems in banking and financial services industry.	1
7	They have the ability to develop and utilize accounting, financial and economic data as well as other information to solve different business problems by making use of basic mathematical and statistical models.	1
8	They are expected to develop their numerical and IT skills as well as knowledge of databases in order to address the significant development in the delivery and use of financial services known as FinTech.	1
9	They develop their ability to think critically, do research, analyze, interpret, draw independent conclusions, and communicate effectively, both individually and as part of a team.	4
10	They are provided with opportunities to acquire the necessary skills and competencies to develop professionalism in the banking and financial services industry or to move on to further study within the discipline.	4

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