Marketing Research (ISL448) Ders Detayları

Course Name Corse Code Dönemi Lecture Hours Uygulama Saati Lab Hours Credit ECTS
Marketing Research ISL448 8. Semester 3 0 0 3 7
Pre-requisite Course(s)
Course Language Türkçe
Course Type Compulsory Departmental Courses
Course Level Lisans
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 Understanding and explaining the concepts regarding to the main fields of Management (Management, Production, Marketing, Accounting- Finance) and gaining the ability to apply these skills in management. X
2 Gaining the ability to use technology required for buseiness administration X
3 An ability to analyze the information and reports of the markets and businesses and setting goals with respect to results of the analysis. X
4 An ability to trace and evaluate the global, local and/or regional developments related to businesses and making strategic decisions. X
5 An ability to set a innovative business or an ability to use the knowledge in the operations of management(taking risk, finding resources, making market research, and preparing business plans etc.) X
6 An ability to apply knowledge regarding functions of management. X
7 An ability to have oral and written communication skills particular to management and use these skills effectively in professional relations X
8 Compliance with rules of Socials and business ethics and to the principles of social responsibility X
9 An ability to use life-long learning approach in order to adapt constantly changing environmental factors (technological, political ,economical, and socio cultural etc.) X
10 An ability to conduct research on management and reporting the outcomes with the related parties. X
11 Taking responsibility within the teamwork, thinking critically and taking initiative in problem solving. X
12 Using professional English in written and verbal communication. ("European Language Portfolio Global Scale", Level B1)
13 Having knowledge about law required by management.

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