BA4717 MARKETING RESEARCH
| Course Code: | 3124717 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Prof.Dr. CENGİZ YILMAZ |
| Offered Semester: | Fall Semesters. |
Course Objectives
This course aims to provide the students with an in-depth understanding of the marketing research process and its practical applications in the marketplace. The course highlights the technical and academic concepts underlying marketing research, while at the same time attempting to develop a keen understanding of when, why, and how to use research for more effective managerial decision-making. In successfully completing this course, students will be able to a) understand each step in the process of business research; b) design, and implement a research project c) analyze and interpret both qualitative and quantitative data, and d) use business research as a powerful decision tool.
The course is designed in a learning-by-doing format in that all students shall participate in a group project whereby all phases of a real life marketing research project will be performed including data collection and analyses. The project shall account for a large proportion of the overall semester grade and therefore no final exam will be given to students.
Course Content
Hands-on introduction to empirical methodology for market research applications. Problem formulation, research design, measure development, scaling techniques, attitude measurement, simple and applied multivariate analysis, report writing. An extensive term project enables the student to put the course content into practice.
Course Learning Outcomes
Upon successful completion of this course, students should be able to:
Course Specific Skills:
1. Understand each step in the process of business research
2. Design and implement a complete research project.
3. Analyze and interpret both qualitative and quantitative data
Discipline Specific Skills:
4. Use business research as a powerful decision tool.
Personal and Key Skills:
5. Critical thinking
6. Teamwork
7. Presentation
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution