Course Name
|
Marketing Research
|
Code
|
Semester
|
Theory
(hour/week)
|
Application/Lab
(hour/week)
|
Local Credits
|
ECTS
|
BA 377
|
Fall/Spring
|
3
|
0
|
3
|
6
|
Prerequisites
|
None
|
Course Language
|
English
|
Course Type
|
Elective
|
Course Level
|
First Cycle
|
Mode of Delivery
|
- |
Teaching Methods and Techniques of the Course
|
Discussion Group Work Q&A Lecture / Presentation Field work/Application
|
National Occupation Classification
|
-
|
Course Coordinator
|
|
Course Lecturer(s)
|
|
Assistant(s)
|
|
Course Objectives
|
Development of skills in marketing research with respect to generating research questions, following correct methods in order to reach reliable results, planning qualitative and quantitative studies, developing questionnaries, coding data and analyzing the data with the SPSS program and reporting the findings. |
Learning Outcomes
|
The students who succeeded in this course;
- Explain the role of marketing research in shaping marketing decisions
- Compare different types of marketing research
- Explain marketing research data collection methods
- Analyse data collected for a real world marketing research
- Evaluate the results of a real word marketing research
|
Course Description
|
Covers definition, scope and process of marketing research by issues of problem definition, CRM, MDSS, questionnaire design, SPSS, preparing the marketing research report and presentation. |
Related Sustainable Development Goals
|
|
|
Core Courses |
|
Major Area Courses |
|
Supportive Courses |
|
Media and Management Skills Courses |
|
Transferable Skill Courses |
|
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week |
Subjects |
Related Preparation |
1 |
Introduction to the Course and Explaining Applications and Project Requirements |
|
2 |
Marketing Research as a Process |
Kolb (2018) Chapters 1 and 2 |
3 |
Determining the Research Question and Cultural Considerations |
Kolb (2018) Chapters 3, 5 and 6 |
4 |
Qualitative Marketing Research (sampling and data collection) |
Kolb (2018) Chapters 7, 8, 9 and 10 |
5 |
Qualitative Marketing Research (data analysis) and Application 1 |
Kolb (2018) Chapter 14 Assignment Submission 02.11.2023 |
6 |
Working in Teams and Mentoring |
Project Guideline |
7 |
Quantitative Marketing Research (sampling, data collection and measurement) |
Kolb (2018) Chapters 11, 12 and 13 |
8 |
Midterm |
16.11.2023 |
9 |
Quantitative Marketing Research (data analysis - SPSS) and Application 2 |
Kolb (2018) Chapter 15 |
10 |
Quantitative Marketing Research (data analysis- SPSS) and Application 2 (contd) |
Kolb (2018) Chapter 15 |
11 |
Discussing Contemporary Marketing Research Projects |
Guest Speakers |
12 |
Working in Teams and Mentoring |
Project Guideline |
13 |
Project Presentations |
|
14 |
Project Presentations |
|
15 |
Review of the semester |
|
16 |
Final Exams |
|
Course Notes/Textbooks
|
1. Kolb, B.,
Marketing Research: A Concise Introduction (2nd ed.)
•ISBN:978-1-5264-1926-2
•ISBN: 978-1-5264-1927-9 (pbk)
|
Suggested Readings/Materials
|
2. Mcdaniel, C. Jr and Gates, R.,
Marketing Research Essetials (7th ed.)
ISBN-13:978-0470-16970-4
|
EVALUATION SYSTEM
Semester Activities
|
Number |
Weigthing |
Participation |
-
|
-
|
Laboratory / Application |
-
|
-
|
Field Work |
-
|
-
|
Quizzes / Studio Critiques |
-
|
-
|
Portfolio |
-
|
-
|
Homework / Assignments |
1
|
20
|
Presentation / Jury |
-
|
-
|
Project |
1
|
50
|
Seminar / Workshop |
-
|
-
|
Oral Exams |
-
|
-
|
Midterm |
1
|
30
|
Final Exam |
-
|
-
|
Total |
3
|
100
|
Weighting of Semester Activities on the Final Grade |
3
|
100
|
Weighting of End-of-Semester Activities on the Final Grade |
-
|
-
|
Total |
3 |
100 |
ECTS / WORKLOAD TABLE
Semester Activities
|
Number |
Duration (Hours) |
Workload |
Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
-
|
-
|
-
|
Study Hours Out of Class |
14
|
3
|
42
|
Field Work |
-
|
-
|
-
|
Quizzes / Studio Critiques |
-
|
-
|
-
|
Portfolio |
-
|
-
|
-
|
Homework / Assignments |
1
|
10
|
10
|
Presentation / Jury |
-
|
-
|
-
|
Project |
1
|
60
|
60
|
Seminar / Workshop |
-
|
-
|
-
|
Oral Exam |
-
|
-
|
-
|
Midterms |
1
|
20
|
20
|
Final Exam |
-
|
-
|
-
|
|
|
Total |
180
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes
|
* Contribution Level
|
1
|
2
|
3
|
4
|
5
|
1 |
To be able to acquire theoretical and practical knowledge and skills in the area.
|
-
|
-
|
-
|
-
|
-
|
2 |
To be able to approach problems with an analytical and holistic viewpoint.
|
-
|
-
|
-
|
X
|
-
|
3 |
To be able to gain knowledge about both national and international accounting and auditing standards.
|
-
|
-
|
-
|
-
|
-
|
4 |
To be able to communicate the findings and solutions to the accounting and auditing problems in written and oral formats.
|
-
|
-
|
-
|
-
|
-
|
5 |
To be able to critically evaluate the performance of accounting and other related management information systems, and organizations.
|
-
|
-
|
-
|
-
|
-
|
6 |
To be able to develop innovative and creative approach to real-life business issues.
|
-
|
-
|
-
|
-
|
X
|
7 |
To be able to integrate knowledge gained in the main areas of accounting and auditing through a strategic perspective.
|
-
|
-
|
-
|
-
|
-
|
8 |
To be able to act in accordance with the scientific and ethical values in studies related to accounting and auditing.
|
-
|
-
|
-
|
-
|
-
|
9 |
To be able to demonstrate both leadership and team-work skills through being an efficient and effective team member.
|
X
|
-
|
-
|
-
|
-
|
10 |
To be able to have an ethical perspective and social responsiveness when evaluating and making business decisions.
|
-
|
-
|
-
|
-
|
-
|
11 |
To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).
|
-
|
-
|
-
|
-
|
-
|
12 |
To be able to speak a second foreign at a medium level of fluency efficiently.
|
-
|
-
|
-
|
-
|
-
|
13 |
To be able to relate the knowledge accumulated throughout the human history to their field of expertise.
|
-
|
-
|
-
|
-
|
-
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest