Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
1EİŞL520Marketing Research and Applications3+0+03813.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Master's Degree
Department / Program Master in Business Administration Distance Education (Non-Thesis)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to enable students to define marketing problems, formulate research questions and hypotheses, and design marketing research using scientific research techniques. It aims to equip students with the ability to select appropriate data sources, sampling, measurement, and analysis methods, as well as to interpret findings and develop recommendations for business decision-making processes. The course fosters skills in preparing reports in accordance with research ethics, presenting them, and discussing the findings.
Course Content The course covers the theoretical foundations of marketing research and marketing information systems; research ethics; critical evaluation of current publications; development of research problems, models, and hypotheses; quantitative, qualitative, and mixed research designs; data sources; sampling and sample size; data collection instruments; experimental designs; measurement, scale development, validity, and reliability; data preparation for analysis; univariate, bivariate, and multivariate analyses; qualitative data analysis; and the interpretation and scientific reporting of results. The assumptions, suitability, and limitations of research methods are discussed through case studies and article reviews.
Course Methods and Techniques Online lectures, articles and case studies, in-class discussions, group work, research design and data analysis exercises, preparation and presentation of research reports. Assessment: research assignment 40%, final exam/oral exam 60%.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. Burhan Akyılmaz
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Zorunlu: Yükselen, Cemal, (2015), Pazarlama araştırmaları
Önerilen: Nakip, Mahir, (2013). Pazarlama araştırmalarına giriş


Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 15 5 75
Assignments 1 75 75
Presentation 1 15 15
Final examination 1 30 30
Total Work Load   Number of ECTS Credits 8 240

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 LO1: Explains the fundamental concepts, role within the business, and ethical principles of marketing research.
2 LO2: Evaluates the marketing information system and data sources and utilizes them in making marketing decisions.
3 LO3: Defines the marketing problem; develops a research question, hypothesis, and appropriate research design by drawing on the literature.
4 LO4: Determines the population and sample; selects appropriate sampling, data collection, and measurement methods; evaluates validity and reliability.
5 LO5: Selects and applies appropriate basic quantitative and qualitative analysis methods for the research question; interprets the results and limitations.
6 LO6: Develops solution proposals based on research findings; prepares, presents, and discusses research reports in accordance with ethical principles.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 The importance of marketing research, its theoretical foundations, the marketing information system, and research ethics. Yükselen, Cemal, 1-13
2 Defining the marketing problem, critical literature review, and development of research questions and hypotheses.research ethics. Yükselen, Cemal, 15-26
3 Research models and designs: exploratory, descriptive, causal, and mixed approaches. Yükselen, Cemal, 27-37
4 Data types and sources; assessment of data quality Yükselen, Cemal, 39-42
5 Population, sampling methods, and determination of sample size Yükselen, Cemal, 43-64
6 Designing data collection methods and tools Yükselen, Cemal, 65-76
7 Experimental method and experimental designs; internal and external validity Yükselen, Cemal, 78-89
8 Research assignment instead of a midterm exam: evaluation of research design and methodological rationales Araştırma tasarımı ve literatür taraması hazırlığı
9 Measurement and scale development; validity and reliability Yükselen, Cemal, 91-103
10 Preparing data for analysis, data quality, and univariate analyses Yükselen, Cemal, 105-126
11 Bivariate analyses: assumptions, relationships, and comparisons Yükselen, Cemal, 127-151
12 Multivariate analyses: method selection, assumptions, and interpretation of findings Yükselen, Cemal, 153-193
13 Qualitative research methods and qualitative data analysis Yükselen, Cemal, 195-200
14 Scientific reporting of research results, critical discussion, and general review Yükselen, Cemal, 1-200
15 Final exam / oral exam

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 4 3 3 3 4 3 4 4 5
C2 5 3 4 4 5 5 4 4 4
C3 4 5 3 5 4 4 5 5 5 5
C4 4 5 3 4 3 3 5 4 4 5
C5 5 5 3 5 4 4 5 4 5 5
C6 5 5 4 5 4 5 4 5 5 5

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant