| MARKETING COMMUNICATIONS AND PUBLIC RELATIONS (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| REK5209 | Research Methods and Ethics | Spring | 3 | 0 | 3 | 8 |
| Language of instruction: | Turkish |
| Type of course: | Must Course |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. HASAN KEMAL SUHER |
| Course Lecturer(s): |
Prof. Dr. HASAN KEMAL SUHER |
| Recommended Optional Program Components: | None |
| Course Objectives: | Development of skills in advertising and marketing research with respect to generating research questions, following correct methods in order to reach reliable results, planning qualitative and quantitative studies, developing questionnaries, coding data and analyzing the data with the SPSS program and reporting the findings. |
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The students who have succeeded in this course; 1)The students who succeeded in this course; The students will be able to define what marketing and advertising research is, what kinds of information it can provide, and how it is used by marketing management. 2)To identify and explain alternative research methods and their relative strengths and weaknesses. 3)To determine which advertising and marketing research methods will be suitable to analyze which types of marketing problems. 4)To identify and describe major types of measurement techniques and data collection methods. 5)To analyze data obtained through marketing research using the SPSS software. |
| This course provides a broad overview of social sciences researches especially marketing and advertising research from a practical and applied perspective. Students will learn the basics of research and how to conduct a research project. |
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Social Research - Research Design | |
| 3) | Conceptualism, Operational Defination and Mesurement | |
| 4) | Sampling - Reability and Validity | |
| 5) | Research Techniques (Survey Research) | |
| 6) | Research Techniques (Survey Research) | |
| 7) | Research Techniques (Focus Group) | |
| 8) | Qualitative Data Analysis | |
| 9) | Quantative Data Analysis (Introduction to Statistics and Hypothesis Testing) | |
| 10) | Introduction to SPSS (Menus and Data Entry) | |
| 11) | Frequency Tables and Descriptive Statistics | |
| 12) | Cross Tables and Chi-Square Analysis | |
| 13) | T-Test | |
| 14) | One Way of Analysis (ANOVA) |
| Course Notes / Textbooks: | Earl Babbie. The Practice of Social Research, 12th Edition (America: Wadsworth, 2010) Roger D. Wimmer ve Joseph R. Dominick, Mass Media Research, An Introduction (America: Wadsworth, 2011) 9. Basım Darren George and Paul Mallery, SPSS For Windows Step By Step, A Simple Guide and Reference, 10th Edition (America: Pearson, 2010) |
| References: | Arthur Asa Berger, Media and Communication Research Methods, An Introduction to Qualitative and Quantitative Approaches (Sage Publications, 2000) John W. Creswell, Research Design, Qualitative, Quantitative and Mixed Methods Approaches, 2nd Edition (Sage Publications, 2003) Ian Brace, Questionnaire Design, How to Plan, Structure and Write Survey Material for Effective Market Research (İngiltere: Kogan Page, 2004) Filiz Çakar, Sosyal Bilimlerde İstatistik (Alfa Yayınları, 2000) Şener Büyüköztürk, Veri Analizi El Kitabı, İstatistik, Araştırma Deseni, SPSS Uygulamaları ve Yorum, 4. Basım (Pegem yayıncılık, 2004) Darren George and Paul Mallery, SPSS For Windows Step By Step, A Simple Guide and Reference, 6th Edition (America: Pearson, 2006) Andy Field, Discovering Statistics Using SPSS, 2nd Edition (Sage Publications, 2005) |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 0 |
| Homework Assignments | 2 | % 10 |
| Project | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 13 | 39 |
| Study Hours Out of Class | 13 | 39 |
| Project | 14 | 28 |
| Homework Assignments | 2 | 30 |
| Midterms | 1 | 25 |
| Final | 1 | 25 |
| Total Workload | 186 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To provide students with a foundation in Marketing Communications in general and Public Relations in particular in order to support their career in communication field. | 2 |
| 2) | To provide an interdisciplinary approach in public relations for students who want to pursue a career in marketing communications and public relations. | 2 |
| 3) | To support the students, who already work or willing to work in communication sector, by an approach which stays focused on strategic thinking, professional campaign building and ethical practice. | 2 |
| 4) | Demonstrate the ability to apply manual and computer based quantitative and qualitative research techniques. | 5 |
| 5) | Make important and strategic decisions by using and examining qualitative and quantitative research datas. | 5 |
| 6) | Demonstrate the ability to critically debate about public relations and marketing communications campaigns and cases presented by the contribution of professionals from communication sector. | 1 |
| 7) | Detailly analyze persuasion processes in communication and gain knowledge on the psychology of persuasion and perception. | 1 |
| 8) | Broaden the knowledge on public relations processes by discussing the details of new approaches in the field. | 1 |
| 9) | Demonstrate the capability of solving public relations related problems encountered in the area of corporate communications. | 1 |
| 10) | Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations and marketing communications. | 3 |