Information Package / Course Catalogue
Marketing Research
Course Code: LYM502
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The aim of the course is to enable students to reach the competence to conduct marketing research in order to be effective in the marketing management and decision making process. 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

This course realizes a general and applied approach to marketing research. This course provides a broad overview of marketing research from a practical and applied perspective.They provide a broad overview of marketing research from a practical and applied perspective. Students will learn the basics of research and how to conduct a research project.

Name of Lecturer(s)
Learning Outcomes
1.The students will be able to : define what marketing research is, what kinds of information it can provide, and how it is used by marketing management.
2.to identify and explain alternative research methods and their relative strengths and weaknesses.
3.to determine which marketing research methods will be suitable to analyze which types of marketing problems.
4.to identify and describe major types of measurement techniques and data collection methods.
5.to analyze data obtained through marketing research using the SPSS software.
Recommended or Required Reading
1.Marketing Research: Tools and Techniques 3rd Edition
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction To The Course AndRole Of Marketing Research İn Management Decision Making
Week 2 - Theoretical
Marketing Research Ethics And Evaluating Agencies
Week 3 - Theoretical
Problem Definition, Research Process And Brief Writing
Week 4 - Theoretical
Exploratory Research And Qualitatve Techniques
Week 5 - Theoretical
Consumer Insight Generation
Week 6 - Theoretical
Obervational Research
Week 7 - Theoretical
Experimental Research
Week 8 - Theoretical
Secondary Data
Week 9 - Intermediate Exam
Midterms
Week 10 - Intermediate Exam
Midterms
Week 11 - Theoretical
Questionnaire Design
Week 12 - Theoretical
Sampling
Week 13 - Theoretical
Syndicated Data/Retail Measurement
Week 14 - Theoretical
Household Panel
Week 15 - Theoretical
Media Panel
Week 16 - Final Exam
Finaller
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory130339
Reading130226
Midterm Examination125126
Final Examination135136
TOTAL WORKLOAD (hours)127
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
2
2
5
2
3
2
1
3
2
3
OÇ-2
3
2
4
5
2
5
4
2
2
1
OÇ-3
4
5
2
1
5
3
5
4
2
5
OÇ-4
4
2
3
3
5
4
2
2
4
OÇ-5
4
5
2
2
5
3
3
5
5
4
Adnan Menderes University - Information Package / Course Catalogue
2026