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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
102-1 |
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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/1021ib3mr |
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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 |
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: With a Changing Information Environment. 3th Ed. Boston, MA: McGraw-Hill.
高立圖書代理 (郭吉祥 02-2290-0318; 0921456015)
http://gau-lih.ge-light.com.tw/tier/front/bin/home.phtml |
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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. |
Assignments and Class Participation |
30% |
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2. |
Midterm Exam |
20% |
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3. |
Final Exam |
20% |
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4. |
Term Paper |
30% |
Group Review (3%)
Classmates Review (3%)
Data, Reports (ppt, Word, printed documents) 14%
Presentation 10% |
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週次 |
日期 |
單元主題 |
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第1週 |
09/12 |
Introduction |
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第2週 |
09/19 |
Mid-Autumn Festival, BBQ with family. |
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第3週 |
09/26 |
The Marketing Research Process |
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第4週 |
10/03 |
Exploratory Designs: In-Depth Interviews and Focus Groups |
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第5週 |
10/10 |
National Day. |
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第6週 |
10/17 |
Survey Methods and Errors
附件是期中考練習題 |
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第7週 |
10/24 |
Observation Techniques, Experiments, and Test Markets |
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第8週 |
10/31 |
ampling: Theory, Design, Methods and Planning |
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第9週 |
11/07 |
Mid-term exam |
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第10週 |
11/14 |
Scale Measurements Used in Marketing Research |
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第11週 |
11/21 |
Regression Analysis |
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第12週 |
11/28 |
Factor Analysis
Cluster Analysis
繳交SPSS資料/繳交報告至敘述統計（含）前（Levis範本的第一、二第三章的第一小節） |
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第13週 |
12/05 |
10.3 Multidimensional Scaling
繳交 4-2 市場區隔與選擇目標市場 |
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第14週 |
12/12 |
Conjoint analysis 繳交至4-3 區隔定位分析 |
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第15週 |
12/19 |
Logistic regression model 繳交期末報告初稿
期末報告：12/22 午夜之前統一上傳電子檔 (word, PPT, SPSS data)，以及一頁的簡報摘要檔 (報告當天請助教印給全班同學參考)，報告同學當天繳交書面報告給老師。全體學生共同評量專題成績 (3%) 與 Group review (3%) 檔案是期末考練習題。 |
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第16週 |
12/26 |
presentation I |
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第17週 |
01/02 |
presentation II |
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第18週 |
01/09 |
Final exam |
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