Business Administration

Course Details

KTO KARATAY UNIVERSITY
İktisadi, İdari ve Sosyal Bilimler Fakültesi
Programme of Business Administration
Course Details

Course Code	Course Name	Year	Period	Semester	T+A+L	Credit	ECTS
00981332	Marketing Research	4	Spring	8	3+0+0	4	4

Course Type	Elective
Course Cycle	Bachelor's (First Cycle) (TQF-HE: Level 6 / QF-EHEA: Level 1 / EQF-LLL: Level 6)
Course Language	Turkish
Methods and Techniques	-
Mode of Delivery	Face to Face
Prerequisites	-
Coordinator	-
Instructor(s)	-
Instructor Assistant(s)	Res. Asst. Ayhan AKPINAR

Course Content

This course covers the fundamental principles, methods, and practices of marketing research. Topics include the marketing research process, data collection techniques, sampling methods, data analysis, and reporting results. Students will gain skills to analyze marketing problems and develop solutions using appropriate research methods.

Objectives of the Course

The aim of this course is to teach students the importance and fundamental principles of marketing research, equipping them with skills to plan, collect, and analyze data for solving marketing problems. This will enable them to contribute effectively to data-driven decision-making processes.

Contribution of the Course to Field Teaching

Basic Vocational Courses
Specialization / Field Courses	X
Support Courses
Transferable Skills Courses
Humanities, Communication and Management Skills Courses

Relationships between Course Learning Outcomes and Program Outcomes

Relationship Levels
Lowest	Low	Medium	High	Highest
1	2	3	4	5

#	Program Learning Outcomes	Level
P1	1) To have advanced theoretical and / or practical knowledge and skills related to the basic functions of businesses (management and organisation, accounting and finance, production management and marketing).	2
P2	2) Identify, analyse and evaluate the current and potential problems of businesses by thinking critically and develop alternative solutions by using scientific methods.	3
P3	3) Organises and implements projects and activities for the social environment in line with regional and economic development goals with a sense of social responsibility.	1
P4	4) Act with innovative and creative thinking when establishing a new business and can perform basic activities such as risk taking, finding resources, making market analysis, preparing a business plan for the sustainability of the business.	2
P5	5) Can research and analyse information related to the field of business administration and can set operational, tactical and strategic goals according to the results obtained.	3
P6	6) With the awareness that the learning process continues throughout life, can follow scientific and technological developments related to businesses and can critically evaluate and apply them for their own organisation.	3
P7	7) Can work effectively in interdisciplinary work or multicultural teams, take responsibility, take initiative, transfer information to teammates, work for common goals by cooperating with team members.	1
P8	8) To be able to establish effective written and oral communication with colleagues and all internal and external stakeholders of businesses, in the language of learning and at least one foreign language, and to be able to conduct relations.	1
P9	9) Applies the activities carried out in the field of business administration in line with the awareness of professional ethics, social responsibility, universal and cultural values	1
P10	10) To be able to evaluate the social and legal consequences of the applications related to all the basic functions of businesses.	1
P11	11) Can effectively use, report and interpret the information systems needed in the field of business administration.	3
P12	İşletme uygulamalarını değerlendirerek, mevcut uygulamaların sürekli iyileştirilmesi için alanında yetkin ve yeterli sayıda çalışan istihdam edilmesini, eğitilmesini ve işe devam etmelerini sağlar.	1

Weekly Detailed Course Contents

Week	Topics
1	Introduction to Marketing Research and Key Concepts
2	The Marketing Research Process
3	Defining Research Problems
4	Research Design: Exploratory, Descriptive, and Causal Research
5	Data Collection Methods: Surveys, Observation, and In-Depth Interviews
6	Measurement and Scale Development
7	Questionnaire Design and Survey Construction
8	Sampling Methods and Sample Size
9	Data Preparation and Cleaning
10	Data Analysis: Descriptive Statistics
11	Data Analysis: Hypothesis Testing
12	Reporting and Presenting Research Findings
13	Brand and Customer Metrics
14	General Review

Textbook or Material

Resources	Burns, A. C., & Bush, R. F. (2014). Marketing research (7th ed.). Pearson Education.
	Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2012). Marketing research (11th ed.). Wiley.
	Hair, J. F., Celsi, M. W., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of business research methods (3rd ed.). Routledge.

Evaluation Method and Passing Criteria

In-Term Studies	Quantity	Percentage
Attendance	-	-
Laboratory	-	-
Practice	-	-
Field Study	-	-
Course Specific Internship (If Any)	-	-
Homework	1	30 (%)
Presentation	-	-
Projects	-	-
Seminar	-	-
Quiz	-	-
Listening	-	-
Midterms	1	30 (%)
Final Exam	1	40 (%)
Total		100 (%)

ECTS / Working Load Table

	Quantity	Duration	Total Work Load
Course Week Number and Time	14	3	42
Out-of-Class Study Time (Pre-study, Library, Reinforcement)	14	1	14
Midterms	1	20	20
Quiz	0	0	0
Homework	1	20	20
Practice	0	0	0
Laboratory	0	0	0
Project	0	0	0
Workshop	0	0	0
Presentation/Seminar Preparation	0	0	0
Fieldwork	0	0	0
Final Exam	1	30	30
Other	0	0	0
Total Work Load:			126
Total Work Load / 30			4,20
Course ECTS Credits:			4