XMBA 564 | Course Introduction and Application Information

Course Name
Marketing Research
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
XMBA 564
Fall/Spring
1
0
1
2

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
-
Course Coordinator
Course Lecturer(s)
Assistant(s) -
Course Objectives This module aims to provide knowledge of essentials of marketing research and develop student skills in conducting marketing research as well as analyzing and interpreting results for decision making.
Learning Outcomes The students who succeeded in this course;
  • describe what marketing research is, what kinds of information it can provide, and how it is used by marketing management.
  • describe what marketing research is, what kinds of information it can provide, and how it is used by marketing management.
  • explain the steps involved in the marketing research process.
  • understand the advantages and disadvantages of secondary and primary data.
  • identify and explain alternative research methods and their relative strengths and weaknesses
  • determine which marketing research methods will be suitable to analyze which types of marketing problems
  • identify and describe major types of measurement techniques and data collection methods.
  • explain how to organize and report marketing research information.
  • analyze and interpret marketing research results.
Course Content This model covers the topics such as marketing research process, research designs, research methods, sampling techniques, data collection techniques, questionnaire design, etc.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Self Study Preparation for the Class Readings Market Research (HBS Note)
2 Contact Session Orientation Overview of the Market Research Process
3 Self Study Preparation for Case Study (Part I) HBS Brief Case (Part I)
4 Self Study Preparation for the Class Readings Book Chapters: McDaniel and Gates
5 Contact Session Research Design, Methodology and Data Collection Techniques HBS Brief Case Discussion (Part I)
6 Self Study Report Writing for Case Study (Part I)
7 Self Study Preparation for the Class Readings Book Chapters: McDaniel and Gates
8 Self Study Preparation for the Class Readings Book Chapters: McDaniel and Gates
9 Contact Session Measurement and Questionnaire Design
10 Self Study Preparation for Case Study (Part II) HBS Brief Case (Part II)
11 Self Study Preparation for the Class Readings Book Chapters: McDaniel and Gates
12 Contact Session Analyzing and Interpreting Market Research Information HBS Case Study Discussion (Part II)
13 Self Study Report Writing for Case Study (Part II)
14 Review of the semester
15 Review of the semester
16 Review of the semester

 

Course Textbooks Marketing Research Essentials, with SPSS, 7th Edition. Carl McDaniel, Jr., Roger Gates, John Wiley and Sons, 2007.
References Harvard Business School Notes and Cases

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
20
Presentation / Jury
Project
1
60
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
2
80
Contribution of Final Work to Final Grade
1
20
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
3
48
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
12
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
4
Presentation / Jury
Project
1
16
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
    Total
68

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5
1

Broaden and deepen the knowledge about business administration at the master’s level,

X
2

Acquiring interdisciplinary knowledge and being capable to apply it,

X
3

Understanding the multidisciplinary nature of business administration, and analyze theoretical and practical information and skills gain through master’s degree on interdisciplinary dimension,

X
4

Being able to handle specialistic problems on business administration independently, and resolve them by using scientific methods, assess the results and apply them in case of necessity,

X
5

Improving new strategic approaches by thinking within innovative and holistic ways, finding solutions by taking responsibility and being able to change management during the unforeseen and complicated events in the field of business administration,

X
6

Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,

X
7

Digesting the necessity to apply the values of business ethics, teaching and controlling to act according to social, scientific and ethical values under any circumstances such as data collection, evaluation, announcing and practicing in the field of Business Administration,

X
8

Being able to use a foreign language for both chasing the scientific publication and developing proper communication with colleagues from other countries, in written and verbal ways .

X
9

Being able to use computer programs needed in the field business administration as well as information and communication technologies in advanced levels .

X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest