Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320203E11810MARKETING RESEARCHElective485
Level of Course Unit
First Cycle
Language of Instruction
English
Objectives of the Course
•To acquaint students with qualitative and quantitative research methods and their philosophical origins.• To develop competencies in evaluation of research needs through varied perspectives, such as positivism, interpretivism etc. • To develop competencies in identification of research problem and development of hypothesis, data collection and analysis based on hypothetical-deductive method.
Name of Lecturer(s)
Learning Outcomes
1To be able to give information about qualitative and quantitative research methods and their philosophical origins.
2To identify research problem and develop theoretical framework
3To develop hypothesis, collect data and analyze them based on hypothetical-deductive method.
Mode of Delivery
Face to Face
Prerequisites and co-requisities
none
Recommended Optional Programme Components
Knowledge of statistics, at least undergraduate level, is recommended
Course Contents
The aim of this course is to acquaint students with the with qualitative and quantitative research methods and their philosophical origins. After introduction, the topics of identification of research problem, development of theoretical framework, development of hypothesis, data collection and analysis will be addressed.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Introduction to Philosophy of Science
2Pozitivist Research Methods
3Interpretivist and Postmodern Research Methods
4Hypothetical-Deductive Method – Identification of Variables
5Theoretical Framework- Modelling
6Development of Hypothesis
7Measurement and Scaling
8Mid-term Exam
9Questionnaire and Form Design
10Data Collection
11Data Preparation
12Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulations
13Multivariate Data Analysis
14Multivariate Data Analysis
15Non-Parametric Data Analysis
16Final Exam
Recommended or Required Reading
•Malhotra N., “Marketing Research and SPSS 11.0 Package”, 4/e, Prentice Hall, (2004). •Burns, Alvin C. And Bush, Ronald F. (1997). Marketing Research, USA, Prentice Hall •Malhotra, N.K. (2010). Marketing research: An Applied Orientation USA, Prentice Hall, •Pelsmecker, Patrick De, Kenhove, Patrick Van, Janssens Wim and Wijnen Katrien (2008). Marketing Research with SPSS USA, Prentice Hall
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
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Work Placement(s)
none
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16232
Practice10110
Laboratory16116
Self Study14114
Individual Study for Homework Problems14114
Individual Study for Mid term Examination10220
Individual Study for Final Examination20240
TOTAL WORKLOAD (hours)150
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO15555545355
LO25555555335
LO35555555555
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr