Marketing Research (ISL448) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Marketing Research ISL448 3 0 0 3 7
Pre-requisite Course(s)
Course Language Turkish
Course Type N/A
Course Level Bachelor’s Degree (First Cycle)
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Drill and Practice, Project Design/Management.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
Course Objectives The main purpose of the marketing research course is to teach basic concepts of marketing research and methodological approach. In marketing research course, students will learn the steps of marketing research process, sampling methods, calculation of required sample size, data collection methods, basic research topics in marketing, statistical data analysis and preparing the marketing research report.
Course Learning Outcomes The students who succeeded in this course;
  • Able to identify the main reasons of a marketing problem
  • Learning the scientific research process
  • Knowing data gathering methods
  • Application of basic statistical methods in marketing
  • Presentation of a research report
Course Content Definition and function of marketing research, marketing research process, identification of research problem and hypothesis proposal, data types and sources, identification of research models, exploratory research, descriptive research, causal research, sampling, measurement and scales, questionnaire design, descriptive data analysis, hypothesis

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Introduction to Marketing Research
2 Research formulation and hypothesis Related pages of the text book
3 Data types and sources Related pages of the text book
4 Set up project groups, identify research question, write down hypothesis
5 Research Models I- Exploratory Research Related pages of the book
6 Research Models II- Descriptive Research Related pages of the book
7 Research Models III- Causal Research Related pages of the book
8 Midterm Exam
9 Sampling Related pages of the book
10 Measurement and Scales Related pages of the book
11 Questionnaire Design Related pages of the book
12 Data Analysis Related pages of the book
13 Marketing Research Report Related pages of the book
14 Presentations
15 Presentations
16 Final Exam


Course Book 1. • Naresh K. Malhotra, Marketing Research: An Applied Orientation, Prentice-Hall, 2010, 6th edition.
2. • Ercan Gegez, Pazarlama Arastirmasi, Beta Yayinları

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments - -
Presentation - -
Project 1 40
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 25
Final Exam/Final Jury 1 35
Toplam 3 100
Percentage of Semester Work 65
Percentage of Final Work 35
Total 100

Course Category

Core Courses
Major Area Courses X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 Having the conceptual and applied knowledge about the basic functions of the business and gaining the ability to use the knowledge X
2 To be able to diagnose the problems related to the field of business, to use scientific approaches effectively in the solution of problems and decision-making processes. X
3 To be able to reveal and analyze the environmental, social, global effects and legal consequences of the applications related to the basic functions of the business. X
4 To be able to analyze information and reports that concern businesses at the national, regional and global level, to set strategic goals according to the results obtained X
5 Gain the ability to use, report and interpret Business Information Systems and sub-modules required by business management X
6 Planning necessary activities such as starting a new business with innovative and creative thinking and taking risks for the sustainability of the business, finding resources, making market analysis, preparing a business plan, and using the learned information in this direction. X
7 Being aware of the fact that the research and learning process continues throughout life, to be able to follow the scientific and technological developments related to the business, to support oneself and the organization in innovation and continuous development. X
8 To have the necessary leadership and managerial skills to achieve business objectives effectively and efficiently.
9 To be able to conduct scientific research in the field of business and report the results of the research to be used in managerial decision-making processes. X
10 To be able to transfer information about the field of business using effective verbal, written and visual communication methods in the language of learning and professional English
11 To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values
12 Working effectively with different disciplines or multicultural teams, taking responsibility, making risk analysis, adapting to change, critical thinking and using initiative in problem solving X
13 .

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class 15 1 15
Presentation/Seminar Prepration 1 15 15
Project 1 40 40
Homework Assignments
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 35 35
Total Workload 173