Ondokuz Mayıs Üniversitesi Bilgi Paketi - Ders Kataloğu

Description of Individual Course Units

Course Unit CodeCourse Unit TitleType of CourseYearSemesterECTS
2306015232012 Marketing Research And Applications 927001 1 1 7
Level of Course Unit
Second Cycle
Objectives of the Course
To offer new, broad and comprehensive information in the field of marketing research ; close up marketing theory and practice to each other ;to reduce methods errors in scientific research.
Name of Lecturer(s)
yrd.doç.dr. yetkin bulut
Learning Outcomes
  1. Knows the concept of marketing research
  2. knows the mistakes made in the process of marketing research
  3. Knows obtaining data and know how and where to use
  4. knows how to use data collection tools effectively
  5. Know analysis used in marketing research
Mode of Delivery
Evening Programme
Prerequisites and co-requisities
Recommended Optional Programme Components
Recommended or Required Reading
prof.dr. mahir nakip, pazarlama araştırmaları, seçikin yayıncılık
Planned Learning Activities and Teaching Methods
Language of Instruction
Work Placement(s)
Course Contents
The definition of marketing research, environment, history and types marketing research process and errors resources to obtain data data collection tools sampling preparation of field work data and hypothesis testing regression and correlation analysis analysis of variance and covariance clustering and factor analysis separation and canonical correlation analysis
Weekly Detailed Course Contents
Week Theoretical Practice Laboratory
1.The definition of marketing research, environment, history and types of marketing research process and errors
2.secondary sources , primary qualitative sources, the primary identifier resources marketing research
3.Regulation of questionnaires, measuring and grading
4.experimental schemes, market trials
5.The concept and method of sampling
6.sample size selection
7.field study
8.midterm exam
9.data preparation techniques, classification of statistical methods, hypothesis testing, and cross tables
10.regression and correlation analysis
11.variance and covariance analysis
12.factor and clustering analysis
13.canonical separation and correlation analysis
14.multidimensional scaling analysis and agglutination
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight (%)
Midterm Examination1100
End Of Term (or Year) Learning ActivitiesQuantityWeight (%)
Final Examination1100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
Workload Calculation
ActivitiesQuantityTime(hours)Total Workload(hours)
Midterm Examination111
Final Examination122
Attending Lectures14342
Field Work177
Case Study31030
Self Study157105