EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
2024-2025 ACADEMIC YEAR
COURSE INFORMATIONCourse 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) | Prof.Dr. Osman Nuri Aras oaras@epoka.edu.al |
| Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | Prof.Dr. Osman Nuri Aras oaras@epoka.edu.al , Wednesday 10:30-11:30 ; Thursday 13:30-14:30 : Friday 13:30-14:30 |
| Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | NA |
| Language: | English |
| Compulsory/Elective: | Compulsory |
| Study program: (the study for which this course is offered) | Bachelor in International Marketing and Logistics Management (3 years) |
| Classroom and Meeting Time: | E-211 |
| Teaching Assistant(s) and Office Hours: | NA |
| Code of Ethics: |
Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline" |
| Attendance Requirement: | 75% |
| 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: | By the end of this course, students should be able to: 1. Understand the role of marketing research in decision-making. 2. Design and implement a marketing research project. 3. Apply various data collection methods and sampling techniques. 4. Analyze and interpret marketing data using statistical tools. 5. Communicate research findings effectively. |
|
BASIC CONCEPTS OF THE COURSE
|
| 1 | Marketing Research: The process of gathering, analyzing, and interpreting data about a market, including information about potential customers, competitors, and market trends, to make informed business decisions. |
| 2 | Research Design and Planning: A structured framework for conducting research that outlines the methods and procedures for collecting and analyzing data. Common designs include exploratory, descriptive, and causal research. |
| 3 | Secondary Data: Data that has already been collected by other sources (e.g., government reports, industry publications) and is used to supplement primary data in research studies. |
| 4 | Qualitative Research: Research methods that focus on exploring attitudes, motivations, and behaviors through non-numerical data, such as focus groups, in-depth interviews, and observational studies. |
| 5 | Survey Research: A quantitative research method involving the use of questionnaires to gather information from a large number of respondents, allowing researchers to analyze trends, preferences, and behaviors. |
| 6 | Sampling Techniques: Methods used to select a subset of individuals or elements from a population to represent the entire group. Common techniques include random sampling, stratified sampling, and convenience sampling. |
| 7 | Measurement and Scaling: The process of assigning numerical values to variables for data analysis, using scales such as nominal, ordinal, interval, and ratio to categorize and rank responses. |
| 8 | Descriptive Statistics: Statistical tools (e.g., mean, median, standard deviation) used to summarize and describe the main features of a data set, providing insights into patterns or trends. |
| 9 | Inferential Statistics: Techniques used to make generalizations or predictions about a population based on data from a sample, including hypothesis testing, correlation, and regression analysis. |
| 10 | Data Visualization: The use of graphs, charts, and tables to represent data visually, making complex data easier to understand and interpret in research reports and presentations. |
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COURSE OUTLINE
|
| Week | Topics |
| 1 | Introduction to Marketing Research: 1) Course Overview: Introduction to course structure, objectives, and requirements. 2) Importance of Marketing Research: Understanding the role and significance of marketing research in business decision-making. 3) Research Process: Overview of the steps involved in conducting marketing research, from defining the problem to presenting findings. |
| 2 | Research Design and Planning: 1) Types of Research Design: Exploratory, descriptive, and causal research designs. 2) Planning the Research: Steps in planning a research study, including problem definition and developing a research plan. 3) Research Objectives: Formulating clear and actionable research objectives. |
| 3 | Secondary Data and Literature Review: 1) Sources of Secondary Data: Internal and external sources of secondary data. 2) Conducting a Literature Review: Techniques for conducting a thorough literature review, identifying gaps in existing research. |
| 4 | Qualitative Research Techniques: 1) Focus Groups: Conducting and analyzing focus groups. 2) In-depth Interviews: Techniques for conducting in-depth interviews. 3) Observation Methods: Using observational techniques in marketing research. |
| 5 | Survey Research and Questionnaire Design: 1) Survey Methods: Types of surveys, advantages, and disadvantages. 2) Questionnaire Design Principles: Best practices for designing effective questionnaires, question wording, and response formats. |
| 6 | Sampling Techniques: 1) Probability Sampling: Techniques such as simple random sampling, systematic sampling, stratified sampling, and cluster sampling. 2) Non-probability Sampling: Techniques such as convenience sampling, judgmental sampling, quota sampling, and snowball sampling. 3) Sample Size Determination: Determining appropriate sample sizes for different types of research. |
| 7 | Measurement and Scaling: 1) Measurement Scales: Types of measurement scales: nominal, ordinal, interval, and ratio. 2) Reliability and Validity: Ensuring the reliability and validity of measurement instruments. |
| 8 | Data Collection Methods: 1) Primary Data Collection: Methods for collecting primary data, including surveys, interviews, and experiments. 2) Online and Mobile Surveys: Best practices for designing and implementing online and mobile surveys. |
| 9 | Midterm Exam: 1) Review Session: Comprehensive review of topics covered in weeks 1-8. 2) Midterm Exam: Assessment of students' understanding of key concepts. |
| 10 | Data Analysis-1: Descriptive Statistics: 1) Descriptive Statistics: Techniques for summarizing and describing data, including measures of central tendency and dispersion. 2) Data Visualization: Using graphs, charts, and tables to present data effectively. |
| 11 | Data Analysis-2: Inferential Statistics: 1) Hypothesis Testing: Concepts of null and alternative hypotheses, type I and type II errors, p-values, and significance levels. 2) Correlation and Regression Analysis: Techniques for exploring relationships between variables and making predictions. |
| 12 | Data Analysis-3: Multivariate Data Analysis: 1) Factor Analysis: Techniques for identifying underlying factors that explain data patterns. 2) Cluster Analysis: Techniques for segmenting data into meaningful groups. |
| 13 | Reporting and Presenting Research Findings: 1) Writing a Research Report: Structure and components of a research report. 2) Effective Presentation Techniques: Best practices for presenting research findings to various audiences. |
| 14 | Course Review and Final Exam Preparation: 1) Review of Key Concepts: Recap of all topics covered in the course. 2) Final Exam Preparation: Tips and strategies for preparing for the final exam. |
| Prerequisite(s): | N/A |
| Textbook(s): | Malhotra, N. K. (2021). Marketing Research: An Applied Orientation (7th ed.). Pearson. |
| Additional Literature: | Lecture Notes |
| Laboratory Work: | N/A |
| Computer Usage: | N/A |
| Others: | No |
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COURSE LEARNING OUTCOMES
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| 1 | Understand the Role of Marketing Research in Business Decision-Making: Students will be able to explain the importance of marketing research in guiding strategic and operational decisions within a business context. |
| 2 | Formulate Research Problems and Objectives: Students will be able to define clear, actionable research problems and objectives, creating a solid foundation for a marketing research project. |
| 3 | Design and Plan Research Studies: Students will demonstrate the ability to design marketing research studies using appropriate research designs (exploratory, descriptive, and causal) and develop research plans tailored to specific business challenges. |
| 4 | Evaluate and Utilize Secondary Data: Students will be able to collect and evaluate secondary data from various internal and external sources, and conduct a thorough literature review to identify research gaps. |
| 5 | Apply Qualitative Research Methods: Students will be able to plan and implement qualitative research techniques, including focus groups, in-depth interviews, and observation methods, to gather insights on consumer behavior and market trends. |
| 6 | Develop and Administer Surveys for Data Collection: Students will design effective surveys by applying principles of questionnaire design and selecting appropriate survey methods, including online and mobile survey techniques. |
| 7 | Measure and Ensure the Reliability and Validity of Data: Students will understand different types of measurement scales (nominal, ordinal, interval, ratio) and ensure the reliability and validity of their research instruments. |
| 8 | Select and Apply Sampling Techniques: Students will demonstrate an understanding of both probability and non-probability sampling methods and be able to determine the appropriate sample size for various research scenarios. |
| 9 | Analyze Marketing Data Using Statistical Tools: Students will apply descriptive statistics, inferential statistics, and multivariate data analysis techniques (e.g., factor analysis, cluster analysis) to analyze marketing data and interpret the results for decision-making. |
| 10 | Communicate Research Findings Effectively: Students will develop the skills to write comprehensive research reports and present findings using data visualization techniques, making their research accessible to both academic and business audiences. |
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COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution) |
| No | Program Competencies | Cont. |
| Bachelor in International Marketing and Logistics Management (3 years) Program | ||
| 1 | Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics. | 5 |
| 2 | Apply key theories to practical problems within the global business context. | 5 |
| 3 | Demonstrate ethical, social, and legal responsibilities in organizations. | 5 |
| 4 | Develop an open minded-attitude through continuous learning and team-work. | 5 |
| 5 | Use technology to enable business growth and sustainability. | 5 |
| 6 | Synthesize creativity needed for marketing notion with scientific method and numerical skills, for achieving business sustainability. | 5 |
| 7 | Apply the concepts and structures of modern marketing in global context at private and public sectors. | 5 |
| 8 | Integrate the management of logistics, supply chain and in total operations with corporate goals and strategies. | 5 |
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COURSE EVALUATION METHOD
|
| Method | Quantity | Percentage |
| Midterm Exam(s) |
1
|
20
|
| Project |
1
|
30
|
| Quiz |
2
|
5
|
| 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 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 4 | 64 |
| Mid-terms | 1 | 3 | 3 |
| Assignments | 1 | 7 | 7 |
| Final examination | 1 | 3 | 3 |
| Other | 0 | ||
|
Total Work Load:
|
125 | ||
|
Total Work Load/25(h):
|
5 | ||
|
ECTS Credit of the Course:
|
5 | ||
|
CONCLUDING REMARKS BY THE COURSE LECTURER
|
|
Attendance: Students should attend at least 75% of the classes. However, students should consider possible loss of specific evaluation in a certain day they are missing. Exam content: Content for exam questions will be developed from class sides, discussions, assignments and student presentations. Academic integrity: Cheating, plagiarism or any other type of academic dishonesty is not tolerated. Each student is responsible for understanding the Epoka Unversity Student Discipline Regulation and Exam Rules. Grading: Student grade is not subject to negotiation. In case of perceived human error by the lecturer side, the student should submit their concern in writing and ask for reevaluation of the exam paper/assignment/project. |