1	Course Title:	MARKETING RESEARCH
2	Course Code:	ISL3310
3	Type of Course:	Optional
4	Level of Course:	First Cycle
5	Year of Study:	3
6	Semester:	6
7	ECTS Credits Allocated:	5
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Doç. Dr. SERKAN KILIÇ
16	Course Lecturers:	Prof. Dr. Murat Hakan ALTINTAŞ Prof. Dr. Erkan ÖZDEMİR Prof. Dr. Çağatan TaAŞKIN
17	Contactinformation of the Course Coordinator:	E-posta: skilic@uludag.edu.tr Telefon: 0224 294 11 11 Adres: Bursa Uludağ Üniversitesi İİBF İşletme Bölümü, Görükle, Nilüfer 16059 - Bursa
18	Website:
19	Objective of the Course:	Providing information to decision makers about marketing problems and solutions of these problems.
20	Contribution of the Course to Professional Development	Defining the marketing problems and make solutions

21

Learning Outcomes:

1 Defining the marketing problems and make solutions; 2 Understanding how to apply marketing research techniques; 3 Understanding the process and methods of sampling; 4 Have a knowledge of data analysis; 5 Understanding the types of marketing research;

22	Course Content:

Week	Theoretical	Practical
1	The concept of marketing research and its importance
2	Ethics in marketing research
3	Marketing research process
4	Exploratory research and qualitative studies
5	Data types and data sources
6	Sampling process
7	Primary data collection methods (mid-term exam)
8	The questionnaire form design and data collection
9	Measurement and scale in marketing research
10	Preparation and analysis of data for analysis
11	One-and two-variable analysis
12	Multivariate analysis
13	Types of marketing research
14	Types of marketing research

23	Textbooks, References and/or Other Materials:	Ercan Gegez, Pazarlama araştırmaları, Beta yayınları, İstanbul, Tuncer Tokol, Pazarlama araştırması, Dora yayınları, Bursa, V. Kumar, David A. Aaker, George S. Day, Essentials of marketing research, John Wiley & Sons, New York.
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course	The achievements of the course regarding midterm and final exams will be measured with the test exam approach.
Information	Exams are evaluated with a relative or absolute evaluation system depending on the number of students.

25

ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	3	42
Practicals/Labs	0	0	0
Self Study and Preparation	14	2	28
Homeworks, Performances	0	0	0
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	1	20	20
Others	1	10	10
Final Exams	1	50	50
Total WorkLoad			170
Total workload/ 30 hr			5
ECTS Credit of the Course			5

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 1 5 5 5 1 1 1 5 1 1 1 5 LO2 1 5 5 5 1 1 1 5 1 1 1 5 LO3 1 5 5 5 1 1 1 5 1 1 1 5 LO4 1 5 5 5 1 1 1 5 1 1 5 5 LO5 5 5 5 5 1 1 1 5 1 1 1 5

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High