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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
106-1 |
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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 |
704E30530 |
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班次 |
02 |
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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 |
星期五6,7,8(13:20~16:20) |
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上課地點 |
管二301 |
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備註 |
本課程以英語授課。先修科目：行銷管理。
限學士班三年級以上
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1061MR |
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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. The basic objective of this course is to help you conduct and use research to make more effective business decisions. |
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課程目標 |
The main objective of this course is to equip students with the key concepts and methods of marketing research, and allow student to understand how to apply those tools to solve real-life business problems. This course focuses equally on (i) technical competence and (ii) application to real-life problems. We cover the technical aspects of marketing research (both qualitative and quantitative research methods) through the lectures, homework assignments, and the group project. We also discuss real life application using various mini-cases. |
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課程要求 |
Homework 20%
— 6 brief assignments
• Observation
• Information collection
• Data analysis
Group Projects 40%
— Project 1 (Emergency medicine at NTU hospital)
• Presentation: October 31 (15%)
• Written report: due November 7 (5%)
— Project 2
• Presentation: December 26 (15%)
• Written report: due January 2 (5%)
Exams 40%
— Midterm: November 7 (20%)
— Final: January 9 (20%) |
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預期每週課後學習時數 |
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Office Hours |
另約時間 備註： by appointment |
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指定閱讀 |
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參考書目 |
Course materials posted on CEIBA |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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Week 1 |
9/15 |
Introduction |
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Week 2 |
9/22 |
Introduction to Marketing Research |
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Week 3 |
9/29 |
Research Design & Secondary and Syndicated Data |
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Week 4 |
10/06 |
Qualitative Research |
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Week 5 |
10/13 |
Survey and Observation |
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Week 6 |
10/20 |
Questionnaire and Form Design |
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Week 7 |
10/27 |
Measurement and Scaling |
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Week 8 |
11/03 |
Experimentation and Causal Research |
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Week 9 |
11/10 |
Midterm |
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Week 10 |
11/17 |
Group project presentation |
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Week 11 |
11/24 |
Sampling Design and Procedures & Data Collection and Preparation |
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Week 12 |
12/01 |
TBA |
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Week 13 |
12/08 |
Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
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Week 14 |
12/15 |
Hypothesis Testing Related to Differences and Correlation |
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Week 15 |
12/22 |
Regression & ANOVA |
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Week 16 |
12/29 |
Factor Analysis, Cluster Analysis, and Multidimensional Scaling |
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Week 17 |
1/05 |
Group project presentation |
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Week 18 |
1/12 |
Final |
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