課程資訊
課程名稱
 行銷研究
Marketing Research 
開課學期
 105-1 
授課對象
 國際企業學系  
授課教師
 陳瑀屏 
課號
 IB3002 
課程識別碼
 704E30530 
班次
 02 
學分
 3 
全/半年
 半年 
必/選修
 必修 
上課時間
 星期一7,8,9(14:20~17:20) 
上課地點
 管一402 
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 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1051IB3002_02 
課程簡介影片
 
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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. 

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. 
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%)
 
預期每週課後學習時數
  
Office Hours
 另約時間 備註： by appointment 
指定閱讀
 Course materials posted on CEIBA 
參考書目
 Course materials posted on CEIBA 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Homework 
20% 
  
2. 
 Exams 
40% 
  
3. 
 Group projects 
40% 
  
 
課程進度
週次
日期
單元主題
第1週
 9/12  Introduction  
第2週
 9/19  Introduction to Marketing Research & Group formation 
第3週
 9/26  Research Design, Secondary and Syndicated Data & Qualitative Research 
第4週
 10/03  Survey and Observation & Experimentation and Causal Research 
第5週
 10/10  Holiday! 
第6週
 10/17  Measurement and Scaling & Questionnaire and Form Design 
第7週
 10/24  Sampling Design and Procedures & Data Collection and Preparation 
第8週
 10/31  Group project presentation 1 
第9週
 11/07  Midterm 
第10週
 11/14  Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 
第11週
 11/21  Hypothesis Testing Related to Differences, Correlation, and Regression 
第12週
 11/28  Factor and Cluster Analysis 
第13週
 12/05  Multidimensional Scaling and Conjoint Analysis 
第14週
 12/12  Special topics in marketing research 
第15週
 12/19  Report Preparation and Presentation 
第16週
 12/26  Group project presentation 2 
第17週
 1/02  Holiday! 
第18週
 1/09  Final