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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
107-1 |
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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 |
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 |
先修科目：行銷管理。
限學士班三年級以上 且 限本系所學生(含輔系、雙修生)
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1071IB3002_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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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
Marketing research is about collecting quality information for data-driven managerial decision-making. |
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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. We cover the technical aspects of marketing research (both qualitative and quantitative research methods) through the lectures, homework assignments, and group projects. |
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課程要求 |
Lectures, assignments, presentations, reports, and exams |
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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 |
Slides posted on CEIBA |
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參考書目 |
Essentials of Marketing Research: A Hands-On Orientation (2014). Malhotra, Naresh K. Pearson Education.
Marketing research (2008). Aaker, David A., Vineet Kumar, and George S. Day. John Wiley & Sons, 2008. |
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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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第1週 |
9/14 |
Introduction |
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第2週 |
9/21 |
Introduction to Marketing Research |
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第3週 |
9/28 |
Secondary Data Analysis |
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第4週 |
10/05 |
Qualitative Research |
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第5週 |
10/12 |
Qualitative & Survey |
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第6週 |
10/19 |
Survey & Observation |
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第7週 |
10/26 |
Questionnaire Design & Measurement |
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第8週 |
11/02 |
Scaling & Sampling |
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第9週 |
11/09 |
Midterm |
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第10週 |
11/16 |
Experiments & Data Preparation |
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第11週 |
11/23 |
Frequency Distribution & Cross-Tabulation
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第12週 |
11/30 |
Compare Means |
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第13週 |
12/07 |
Presentation 2 & ANOVA |
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第14週 |
12/14 |
ANOVA, Correlation & Regression |
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第15週 |
12/21 |
Regression & Factor Analysis |
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第16週 |
12/28 |
Factor analysis; cluster analysis & MDS |
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第17週 |
1/04 |
Final Presentation |
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第18週 |
1/11 |
Final |
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