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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
103-1 |
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授課對象 |
國際企業學系 |
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授課教師 |
劉秀雯 |
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課號 |
IB3002 |
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課程識別碼 |
704 30530 |
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班次 |
02 |
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學分 |
3 |
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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 |
星期四2,3,4(9:10~12:10) |
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上課地點 |
管二201 |
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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：60人
外系人數限制：10人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1031IB3002_02 |
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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 |
行銷的專業人才的養成在於培養「行銷的哲學思維」與「行銷的科學方法」，而「行銷研究」正是一門可以將「行銷哲學思維」以「行銷科學方法」來實踐的科目。例如在行銷管理中的市場區隔、選擇目標市場與品牌定位分析以及4P等策略，皆有相對應的行銷科學的方法，可協助經理人進行品質更好的決策。近年來，顧客資料、社群媒體、與促銷活動等與行銷相關的資料不斷累積，甚至以「海量資料」來形容，足以見得更精確的行銷科學分析能力，以及將分析結果轉化成具體的行銷的策略方案，已成為未來職場的競爭優勢。本課程的設計旨在於介紹行銷研究的流程與相關的研究方法，進而培養同學行銷科學分析與整合應用的能力。 |
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課程目標 |
Our objective in the class of Marketing Research is to provide students marketing tools and the chance to learn skills necessary to solve business problems and exploit business opportunities. As students develop information acquisition skills and an understanding of marketing research tools, they will quickly see how these can be applied to a changing marketing environment, to other academic courses, and to their personal lives.
This course will cover the following topics:
1. The Marketing Research Process
2. Exploratory Designs: In-Depth Interviews and Focus Groups
3. Survey Methods and Errors
4. Observation Techniques, Experiments, and Test Markets
5. Sampling: Theory, Design, Methods and Planning
6. Scale Measurements Used in Marketing Research
7. Questionnaire Design and Issues
8. Statistics Review
(1) Basic Data Analysis
(2) Data Visualization
(3) Analysis of Variance
(4) Correlation Analysis
9. Techniques for Marketing Model
(1) Regression Analysis
(2) Logistic Regression Model
10. Techniques for Marketing Research
(1) Factor Analysis
(2) Cluster Analysis
(3) Multidimensional Scaling
(4) Conjoint Analysis
11. Research Project Presentation
12. Special Topics: Database Marketing
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課程要求 |
Course Perquisites:
1. Marketing Management
2. Statistics
Required Tasks:
Exams:
There will be two sectional exams. Exams will include multiple-choice, short-answer. Regular class attendance is critical to performing well on the exams. Make-up exams will not be given, except under extreme circumstances. If you must miss an exam, you need to contact Dr. Liu via email (hsiuwenliu@ntu.edu.tw) before the exam and you must provide a written explanation of the situation. Make-up exams will not be identical to the original exam, and may end up being harder as a result.
Attendance:
To maximize your learning, you should attend all regularly-scheduled class sessions. If, for some reason, you must miss a class (or arrive late or leave early), please contact me via email prior to class to explain the situation and find out what you missed. Because a great deal of information is only covered in class, it is easy to fall behind if you miss a class.
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Hair, J. F., Bush, R. P., & Ortinau, D. J. (2006). Marketing research: Within a changing information environment. Richard d Irwin.(高立) |
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參考書目 |
Malhotra, Basic Marketing Research:a decision-making approach (with SPSS 16.0
PKG) 3/E 2009 (雙葉) 本書有附SPSS學生版軟體
Marketing Engineering Revised 2nd Edition and Marketing Engineering for Excel
software http://www.mktgeng.com/
Hair, Multivariate Data Analysis, 7e (華泰代理) |
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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. |
期中考 |
20% |
課本(選擇題)、上課內容講義 (選擇、觀念問答)
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2. |
期末考 |
20% |
課本(選擇題)、上課內容講義 (選擇、觀念問答)
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3. |
課堂參與 |
20% |
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4. |
期末報告 |
30% |
期末行銷市場調查報告 |
5. |
課堂練習 |
10% |
資料分析模擬實作練習 |
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週次 |
日期 |
單元主題 |
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第1週 |
9/18 |
Introduction for Marketing Research |
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第2週 |
9/25 |
Ch2 The Marketing Research Process
(Ch14 Coding, Editing and Preparing Data for Analysis)
分組名單、決定研究主題 |
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第3週 |
10/02 |
Ch6 In-Depth interviews and Focus Groups
(Basic Data Analysis and Data Visualization) |
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第4週 |
10/09 |
Ch7 Survey Methods and Errors
(Questionnaire Design and Issues)
問卷評估 |
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第5週 |
10/16 |
Ch8 Observation Techniques, Experiments, and Test Markets
(Ch15 Testing for Significant Differences: t-test) |
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第6週 |
10/23 |
Ch9 Sampling: Theory and Design
(Ch15 Testing for Significant Differences: ANOVA)
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第7週 |
10/30 |
Ch10 Sampling: Methods and Planning
(Ch16 Testing for Association: Chi-square Analysis) |
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第8週 |
11/06 |
Ch11 & 12 Scale Measurements Used in Marketing Research
(Ch16 Testing for Association: Correlation Analysis) 問卷資料整理評估 |
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第9週 |
11/13 |
期中考 |
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第10週 |
11/20 |
Ch17 Factor Analysis & Cluster Analysis & STP Strategy |
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第11週 |
11/27 |
Ch15 Multidimensional Scaling & 4P Strategy |
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第12週 |
12/04 |
Regression Analysis & Conjoint Analysis |
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第13週 |
12/11 |
Logistic Regression, Discriminant Analysis, Canonical Correlation Analysis |
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第14週 |
12/11 |
Decision Tree Analysis and Customer Value Analysis (RFM) |
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第15週 |
12/25 |
Product Recommendation Method (Market Basket Analysis) |
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第16週 |
1/01 |
開國紀念日 |
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第17週 |
1/08 |
Final Report |
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第18週 |
1/15 |
期末考 |
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