Information Package & Course Catalogue
| 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: | Prof. Dr. MURAT HAKAN ALTINTAŞ |
| 16 | Course Lecturers: |
Prof. Dr. Hakan Altıntaş Doç. Dr. Erkan ÖZDEMİR Doç. Dr. Çağatan Taşkın |
| 17 | Contactinformation of the Course Coordinator: |
Uludağ Üniversitesi, İ.İ.B.F. İşletme Bölümü, Görükle, Bursa,mhakan@uludag.edu.tr |
| 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 |
| 21 | Learning Outcomes: |
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| 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 | ||
| Information | ||
| 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 | 15 | 15 |
| Others | 1 | 45 | 45 |
| Final Exams | 1 | 20 | 20 |
| Total WorkLoad | 150 | ||
| Total workload/ 30 hr | 5 | ||
| ECTS Credit of the Course | 5 |
| 26 | CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS | |
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| LO: Learning Objectives | PQ: Program Qualifications |
| Contribution Level: | 1 Very Low | 2 Low | 3 Medium | 4 High | 5 Very High |