| Language of instruction: |
English |
| Type of course: |
Non-Departmental Elective |
| Course Level: |
Bachelor’s Degree (First Cycle)
|
| Mode of Delivery: |
Face to face
|
| Course Coordinator : |
Prof. Dr. ELİF OKAN |
| Course Lecturer(s): |
Assoc. Prof. GÜLBERK GÜLTEKİN SALMAN
Prof. Dr. İPEK ALTINBAŞAK FARİNA
|
| Recommended Optional Program Components: |
None |
| Course Objectives: |
The goal of this course is to provide students with basic concepts and awareness in research methodology, and help them to be aware of the different choices (ontological, epistemological, methodological and axiological) in research process that would impact upon research findings. This course help students on their way to conduct scientific research, which align with their own interest, as well as informing about reliability and validity concerns in research. It informs the basic steps of the scientific research process, covering areas such as nature of scientific research, clarifying research topic, critical review of literature, research philosophy and design, qualitative and quantitative data collection process, analysis of quantitative and qualitative data. This course also helps students to run an analysis (descriptive, correlational and regression) in sophisticated software programme (SPSS). |
| Week |
Subject |
Related Preparation |
| 1) |
Introduction to the course
Discussion on basic terms of research |
|
| 2) |
Chapter 1 - Introduction to research Information on databases
Types of research-Classifications Method and theory (inductive and deductive reasoning) |
|
| 3) |
Chapter 2-Formulation and clarifying research topic
Formulating research ideas
|
|
| 4) |
Chapter 3-Critically reviewing the literature
Formulating research questions |
|
| 5) |
Chapter 4-Research philosophy
Approaches to theory development |
|
| 6) |
Chapter 5-Resarch design
*Experimental, quasi experimental
*Case study
*Ethnography
*Grounded theory
|
|
| 7) |
Chapter 13: Qualitative research: Data collection (interviews, observations) |
|
| 8) |
Midterm Exam
|
|
| 9) |
Chapter 13: Qualitative research: Data analysis and trustworthiness of qualitative research
|
|
| 10) |
Chapter 13: Qualitative research: Data analysis and trustworthiness of qualitative research
|
|
| 11) |
Chapter 11: Quantitative research: Data Collection (selecting samples, questionnaires, variables, Measurement, formulating hypothesis)
|
|
| 12) |
Chapter 12: Quantitative research (Analysis, reliability and validity)
|
|
| 13) |
Quantitative research (SPSS practice) (Analysis-Getting data ready for analysis, data coding and editing data, descriptive statistics)
|
|
| 14) |
Quantitative research (SPSS practice) (Analysis, correlational analysis) Quantitative research, regression analysis
|
|
| Course Notes / Textbooks: |
Saunders, M. Lewis, P., Thornhill, A. (2016). Research methods for business students, 7th Edition, Pearson. |
| References: |
Sekaran, U., and Bougie, R. (2016). Research methods for business: A skill building approach, 7th Edition, Wiley.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches, 7th Edition, Pearson
|
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
|
2 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
2 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
2 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
2 |
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
2 |
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
2 |
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
3 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
2 |
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
2 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
2 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
2 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
2 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
2 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
