Information Package / Course Catalogue
Marketing Research
Course Code: ISLE308
Course Type: Required
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)
Learning Outcomes
1.After having this course, students will be able to do a scientific research, to solve a problem, to gain analytical thinking, to make rational and effective decisions about business topics. And all these will help to improve programme qualifications.
Recommended or Required Reading
1.Pazarlama Araştırması, Tuncer Tokol
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
What is multivariate analysis of variance? Differences between MANOVA and discriminant analysis, a hypothetical illustration of MANOVA
Week 6 - Theoretical
When should we use MANOVA? A decision process for MANOVA
Week 7 - Theoretical
What is cluster analysis? How does cluster analysis work? Cluster analysis decision process
Week 8 - Intermediate Exam
Midterm exam
Week 9 - 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 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
What is discriminant analysis, how does discriminant analysis work? Objectives of discriminant analysis, research design for discriminant analysis, a two-group discriminant analysis
Week 12 - Theoretical
A three-group example of discriminant analysis, the decision process of discriminant analysis
Week 13 - Theoretical
A three-group example of discriminant analysis, the decision process of discriminant analysis
Week 14 - Practice
Applications
Week 15 - Practice
Applications
Week 16 - Final Exam
Final
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Individual Work72228
Midterm Examination110111
Final Examination115116
TOTAL WORKLOAD (hours)125
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
OÇ-1
4
3
2
4
5
4
4
5
4
Adnan Menderes University - Information Package / Course Catalogue
2026