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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
111-1 |
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授課對象 |
品牌與顧客經營學分學程 |
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授課教師 |
陳譽仁 |
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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 |
星期五2,3,4(9:10~12:10) |
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上課地點 |
管一101 |
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備註 |
本課程以英語授課。先修科目：行銷管理。
此課程納入品牌與顧客經營學分學程。
限學士班三年級以上
總人數上限：70人
外系人數限制：10人 |
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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 |
BRIEF COURSE DESCRIPTION:
The purpose of marketing research is to support managerial decision making. In this course, students will be introduced to the different stages of marketing research process. The focus will be on how to: (1) specify information needs and design a research study to meet those needs; (2) collect, analyze, and use marketing research data to make effective managerial decisions; (3) communicate the research findings and their implications to various publics. |
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課程目標 |
COURSE OBJECTIVES:
1. Be familiar with certain terminology used in marketing research.
2. Understand the importance of data, including data collection plan, data analysis, and data reporting.
3. Learn the process of conducting marketing research projects.
4. Be able to apply these concepts and tools to real world situation.
LEARNING OUTCOMES:
On completion of this course, students are expected to show:
1. Familiarity with the statistical terms commonly used in marketing research.
2. Understanding of the role of marketing research in solving marketing problems and developing marketing strategies.
3. Knowledge about the process and different research methods and designs of conducting marketing research.
4. Skills to use a statistical package such as SPSS to analyze data and interpret the results; and to collect data by Qualtrics.
TOPICS TO COVER:
1. Introduction to Marketing Research
2. Concept of Sampling in Marketing Research
3. Survey Method via Consumers
4. Online Data Collection Method
5. Experiment Method for Causal Investigation
6. Explore Natural Behavior and Decision via Observational Method
7. Measurement & Scaling Issues in Study Design
8. Secondary Data & Big Data Analytics for Understanding Markets
9. Questionnaire/Survey Design
10. Qualitative Research: Focus Group
11. The Role of Hypothesis Testing in Marketing Research
12. Using SPSS for Data Analysis
13. T-Test for Means Comparison
14. ANOVA for Means Comparison
15. Study Association and Correlation among Marketing Variables
16. Linear Regression Models for Prediction |
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課程要求 |
MEASUREMENT OF LEARNING OUTCOMES:
1. Final term exam, Mid-term test, two individual-based assignments require students to demonstrate knowledge and skills learnt in the course.
2. A group-based marketing research project requires students to identify a marketing related research question, design a research plan, collect and analyze the data, and then interpret and report the research results.
ASSESSMENT:
Final exam 30% Individual
Mid-term test 15% Individual
Individual assignments 20% Individual
Class participation 10% Individual
Group Project 25% Team
Total 100 %
COURSE REQUIREMENTS:
Final Exam (30%)
A two-hour Final exam is scheduled on December 23, 2022.
Mid-term Test (15%)
A two-hour mid-term test is scheduled on October 21, 2022.
Individual Assignments (20%)
Students will have 1-2 assignments.
1) An SPSS assignment may be designed to ensure you understand the practical aspects of class materials and to help you get good grades in the final exam. The assignments are expected to be announced in November.
2) An online questionnaire platform, “Qualtrics,” will be introduced, and a programming assignment will be due by 11:59pm on October 14, 2022.
Class Participation (10%)
All students are expected to attend classes with all reading and assignments completed. Although the course is lecture-based, occasional class discussion requires your understanding of the assigned readings and assignments.
Team Research Project (25%)
The Team Research Project would consist of two parts: a data collection and coding exercise and data analysis results. Groups will perform a 15-25 mins presentation on the project on 12/9 or 12/16. More details will be provided on 9/30.
Students can form their own team- 5 to 7 students a group, and the group list must be submitted by September 25, 2022 to the Teaching Assistant (TA). For students who could not reach 5 teammates, TA will help you merge with other teams.
Contribution by each member will be assessed via instructor’s observation and a peer-evaluation form filled out by the student. In some cases, the main contributor(s) may get extra credits, while member(s) with low or no contribution should expect some penalty in the project.
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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 |
1. Marketing Research (2018) by McDaniel & Gates (11th edition)
2. IBM Statistics 26 Step by Step: A Simple Guide and Reference by Darren George and Paul Mallery (16th edition)
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參考書目 |
待補 |
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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 |
9/09 |
No Class (National Holiday) |
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第7週 |
10/21 |
Mid-term Test (Tentative) |
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第13週 |
12/02 |
No Class (Sports Day) |
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第16週 |
12/23 |
Final Exam (Tentative) |
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