Information Package / Course Catalogue
Marketing Research
Course Code: ISL328
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The general objective of this course is to develop the ability to conduct marketing research and provide information for marketing decision making. The broad course objectives are to help students understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager.

Course Content

Marketing research, importance and application areas of marketing research, relationship with other disciplines and boundaries, place in the organization, defining the research process, to reveal the problem, identification of data sources, sampling, sampling methods and errors, the choice of the method used for data collection, surveys, observations, experiments, projection, scaling method, data collection, data input and analysis, univariate and multivariate analysis, preparation of research reports, types of marketing research, planning and performing marketing research.

Name of Lecturer(s)
Lec. Esma ACAYIP
Learning Outcomes
1.Explains the research process.
2.Applies sampling methods.
3.Develops data collection tools.
4.Performs data analysis using SPSS.
5.Relates research findings to marketing decisions.
6.Prepares research reports.
Recommended or Required Reading
1.Alvin C. Burns , Ronald F. Bush (2015), Marketing Research, Kollektif Yayınları
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction, Overview and Importance of Research in Marketing
Week 2 - Theoretical
What is factor analysis? A hypothetical example of factor analysis
Week 3 - Theoretical
Factor analysis Decision Process, an illustrative example
Week 4 - Theoretical
What is multivariate analysis of variance? Differences between MANOVA and discriminant analysis, a hypothetical illustration of MANOVA
Week 5 - Theoretical
When should we use MANOVA? A decision process for MANOVA
Week 6 - Theoretical
What is cluster analysis? How does cluster analysis work? Cluster analysis decision process
Week 7 - Theoretical
Objectives of cluster analysis, research design in cluster analysis, assumptions in cluster analysis, deriving clusters and assessing overall fit, interpretation of the clusters, an illustrative example
Week 8 - Theoretical
Midterm Assessment Course
Week 9 - Theoretical
A three-group example of discriminant analysis, the decision process of discriminant analysis
Week 10 - Theoretical
What is discriminant analysis, how does discriminant analysis work? Objectives of discriminant analysis, research design for discriminant analysis, a two-group discriminant analysis
Week 11 - Theoretical
Marketing Mix Analysis and Management: Product and Price.
Week 12 - Theoretical
Marketing Mix Analysis and Management: Distribution and Promotion.
Week 13 - Theoretical
Innovation and New Product Development.
Week 14 - Theoretical
Discussion, problem solving for the final exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Midterm Examination120121
Final Examination128129
TOTAL WORKLOAD (hours)120
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
OÇ-1
4
4
4
3
3
3
2
3
2
3
OÇ-2
5
4
5
4
4
4
3
4
3
4
OÇ-3
4
4
4
3
4
4
3
4
3
4
OÇ-4
5
4
5
4
4
4
3
4
3
4
OÇ-5
5
4
5
4
4
4
3
4
4
4
OÇ-6
5
4
5
4
4
4
3
4
3
4
Adnan Menderes University - Information Package / Course Catalogue
2026