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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
111-1 |
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授課對象 |
國際企業學系 |
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授課教師 |
陳瑀屏 |
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課號 |
IB3002 |
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課程識別碼 |
704 30530 |
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班次 |
01 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期三6,7,8(13:20~16:20) |
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上課地點 |
管二301 |
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備註 |
先修科目 : 行銷管理．
限學士班三年級以上
總人數上限：70人
外系人數限制：10人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
Marketing research is about collecting quality information for data-driven managerial decision-making. In this course, we will learn the basic concepts to conduct marketing research, as well as to use marketing research. |
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課程目標 |
In the first half semester, we will focus on topics related to data collection, and learn research design to collect high-quality data. In the second half semester, we will focus on data analysis & interpretation. Specifically, we will focus on data exploration & visualization to correctly extract information from your data and get valuable insights. |
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課程要求 |
Classroom instruction is augmented by group projects, which is intended to provide you with experience in problem definition, critical evaluation of alternative research designs, implementation of these designs, and the use of data analysis procedures.
Project 1: Survey Design
Project 2: Data Analysis |
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
N/A |
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參考書目 |
1, Marketing Research: An Applied Orientation, 7th Edition (2019). Malhotra. Pearson Education.
2, Marketing Research, 9th Edition (2020). Burns & Veeck. Pearson Education.
3, Marketing Research, 13th Edition (2018). Kumar, Leone, Aaker, and Day. Wiley Global Education.
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
小組報告 |
60% |
Practice Sessions (5%*6)
Project 1: October 19 (10%)
Project 2
Presentation: December 14 (10%)
Written report: due December 21 (10%) |
2. |
期末考 |
20% |
December 21 (20%) |
3. |
個人成績 |
20% |
Survey feedback: October 25 (10%)
Participation & Peer Evaluation (10%) |
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針對學生困難提供學生調整方式 |
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上課形式 |
以錄影輔助, 提供學生彈性出席課程方式 |
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作業繳交方式 |
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考試形式 |
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其他 |
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週次 |
日期 |
單元主題 |
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第1週 |
9/07 |
Course Overview & Introduction to Marketing Research |
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第2週 |
9/14 |
Hypothesis-Driven Thinking & Research Design |
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第3週 |
9/21 |
Secondary Data & Data Visualization |
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第4週 |
9/28 |
Qualitative Research & Qualitative Data Analysis |
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第5週 |
10/05 |
Survey, Observation, Questionnaire and Form Design |
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第6週 |
10/12 |
Measurement and Scaling & Experimental Research |
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第7週 |
10/19 |
Sampling Design & Fieldwork |
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第8週 |
10/26 |
Review of Statistics |
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第9週 |
11/02 |
Data Preparation & Exploration |
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第10週 |
11/09 |
Hypothesis Testing & Cross Tabulation |
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第11週 |
11/16 |
Hypothesis Testing Related to Differences |
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第12週 |
11/23 |
Correlation, Regression, and GLM |
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第13週 |
11/30 |
Factor and Cluster Analysis |
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第14週 |
12/07 |
Multidimensional Scaling and Conjoint Analysis |
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第15週 |
12/14 |
Group Project Presentation |
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第16週 |
12/21 |
Final Exam |
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第17週 |
12/28 |
Guest Speaker & Happy Hour (Tentative) |
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