General Information about the Course

Course Code:	ITB302
Course Title:	Market Research Methods
Course Semester:	6. Semester / Spring
Course Credits:	Theoretical Practical Credit ECTS 3 0 3 5
Language of instruction:	EN
Prerequisite of the course:	No
Ders İş Deneyimini Gerektiriyor mu?:	No
Type of course:	Necessary
Level of course:	Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Course Lecturer(s):
Course Assistants:

Purpose and content of the course

Course Objectives:	The aim of this course is to teach students the fundamental concepts, methods, and processes of marketing research. Students will understand all stages of the research process—from problem definition to data collection and analysis—gaining the ability to use research results effectively in business decision-making.
Course Objective:	This course aims to equip students with the ability to conduct scientific research that supports marketing decisions. Students are expected to apply qualitative and quantitative data collection techniques, prepare research reports, and present their findings professionally.
Mode of Delivery:	Face to face

Learning Outcomes

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) The student explains the basic concepts, stages, and methods of marketing research.

Skills (Describe as Cognitive and/or Practical Skills.)

1) The student defines research problems, designs surveys, collects and analyzes data.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) The student takes individual or team responsibility in marketing research projects.

2) The student follows current research methods, software tools (SPSS, Excel, etc.), and data analysis techniques.

3) The student communicates research results clearly and persuasively using professional presentation techniques.

4) The student applies marketing research findings to strategic marketing decisions.

Course Topics

Week	Subject
Related Preparation	Pekiştirme
1)	Introduction to Marketing Research
2)	The Role and Importance of Marketing Research
3)	The Research Process and Problem Definition
4)	Research Design: Exploratory, Descriptive, Causal
5)	Data Collection Methods: Primary and Secondary Data
6)	Questionnaire Design and Scale Development
7)	Sampling Process and Sample Size Determination
8)	Midterm Examination
9)	Data Collection and SPSS Applications
10)	Data Analysis: Descriptive and Inferential Statistics
11)	Factor, Regression, and Correlation Analysis
12)	Qualitative Research Techniques (Focus Group, Interview, etc.)
13)	Research Report Preparation and Presentation
14)	Genel Değerlendirme ve Uygulama Projeleri
References: Burns, A. C., & Bush, R. F. (2021). Marketing Research (9th ed.). Pearson Education. Malhotra, N. K., & Dash, S. (2020). Marketing Research: An Applied Orientation (8th ed.). Pearson Education. Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2021). Business Research Methods (10th ed.). Cengage Learning. Yazıcıoğlu, Y., & Erdoğan, S. (2021). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Detay Yayıncılık. Nakip, M. (2020). Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli) Uygulamalar. Seçkin Yayıncılık.

Ders - Program Öğrenme Kazanım İlişkisi

No Effect	1 Lowest	2 Average	3 Highest

Ders Öğrenme Kazanımları	1	2	3	4	5	6
Program Outcomes
1) Understands the theoretical foundations of international trade along with basic knowledge related to import, export, foreign exchange, customs, and foreign trade operations.	3	3	2	2		3
2) Identifies the interaction between business culture, management, and marketing in globalizing capital, labor, and goods markets.	3	3	2	1	1	3
3) Follows fundamental global and national regulations related to the fields of international trade and business.	2	2		3		3
4) Analyzes international economic and trade developments and gains the ability to evaluate and interpret them.	3	3	2	3		3
5) Identifies problems encountered in business management, foreign trade, and financial processes, and develops solution proposals.	2	3	3	2	1	3
6) Effectively uses computer-assisted trade programs, management information systems, and data analysis tools.	1	2	1	1		2
7) Gains the ability to conduct research as well as to think analytically and critically.	2	3	2	3		2
8) Manages project processes and evaluates the outcomes of decisions with a strategic approach.	1	2	3	2	1	2
9) Develops strategies that contribute to the vision, goals, and objectives of the businesses or institutions in which they are involved.	2	2	3	2	2	3
10) Collects and analyzes information from various sources and takes initiative when necessary.	2	2	3	3	1	3
11) Maintains a continuous development-oriented, innovative, and critical perspective in their field.	1	2		3		2
12) Expresses ideas clearly and understandably, communicates effectively, and possesses strong persuasive skills.		1	2	1	3
13) Develops leadership qualities and adapts well to teamwork.	1	2	3	2	3	3
14) Has knowledge of at least one foreign language at the B2 level of the Common European Framework of Reference for Languages and uses it effectively in both verbal and written communication.					2
15) Plans and implements social projects that contribute to the community with a sense of social responsibility.		1	2	1	2	1
16) Acts in accordance with social, scientific, cultural, and ethical values in international trade and business practices.	1	1	2	1		3
17) Analyzes relationships with stakeholders; follows developments in their field and offers improvement suggestions for their institution or business.	1	2	3	2	2	3
18) Is aware of and sensitive to issues such as social rights, environmental protection, cultural heritage, and occupational health and safety.			1	1	2	1

Course Teaching, Learning Methods

Q & A
Case Problem Solving/ Drama- Role/ Case Management
Laboratory
Quantitative Problem Solving
Fieldwork
Group Study / Assignment
Individual Assignment
WEB-based Learning
Internship
Practice in Field
Project Preparation
Report Writing
Seminar
Supervision
Social Activity
Occupational Activity
Occupational Trip
Application (Modelling, Design, Model, Simulation, Experiment et.)
Reading
Thesis Preparation
Field Study
Student Club and Council Activities
Other
Logbook
Interview and Oral Conversation
Research
Watching a movie
Bibliography preparation
Oral, inscribed and visual knowledge production
Taking photographs
Sketching
Mapping and marking
Reading maps
Copying textures
Creating a library of materials
Presentation

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance		% 0
Laboratory		% 0
Application		% 0
Practice Exam		% 0
Quizzes		% 0
Homework Assignments		% 0
Presentation		% 0
Project		% 0
Special Course Internship (Work Placement)		% 0
Field Study		% 0
Article Critical		% 0
Article Writing		% 0
Module Group Study		% 0
Brainstorming		% 0
Role Playing + Dramatizing		% 0
Out of Class Study		% 0
Preliminary Work, Reinforcement		% 0
Application Repetition etc.		% 0
Homework (reading, writing, watching movies, etc.)		% 0
Project Preparation + Presentation		% 0
Report Preparation + Presentation		% 0
Presentation / Seminar Preparation + Presenting		% 0
Oral examination		% 0
Midterms	1	% 40
Final	1	% 60
Practical Final		% 0
Report Submission		% 0
Bütünleme		% 0
Bütünleme Pratik		% 0
Kanaat Notu		% 0
Committee		% 0
Yazma Ödev Dosyası		% 0
Portfolio		% 0
Take-Home Exam		% 0
Logbook		% 0
Participation		% 0
Discussion		% 0
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Calculation of Workload and ECTS Credits

Activities	Number of Activities	Workload
Course Hours	14	42
Laboratory
Application	7	14
Practice Exam
Special Course Internship (Work Placement)
Field Work
Study Hours Out of Class	14	28
Article Critical
Article Writing
Module Group Study
Brainstorming
Role Playing + Dramatizing
Out-of-Class Study (Pre-study, Reinforcement, Practice Review, etc.)	14	28
Homework (reading, writing, watching movies, etc.)
Project Preparation + Presentation
Report Preparation + Presentation
Presentation / Seminar Preparation + Presenting	14	14
Oral examination
Preparing for Midterm Exams	7	14
MIDTERM EXAM (Visa)	1	1
Preparing for the General Exam	7	14
GENERAL EXAM (Final)	1	1
Participation
Discussion
Portfolio
Take-Home Exam
Logbook
Total Workload		156
ECTS (30 saat = 1 AKTS )		5