Course Information
Course title
Marketing Research 
Semester
106-1 
Designated for
DEPARTMENT OF INTERNATIONAL BUSINESS  
Instructor
YU-PING CHEN 
Curriculum Number
IB3002 
Curriculum Identity Number
704 30530 
Class
02 
Credits
3.0 
Full/Half
Yr.
Half 
Required/
Elective
Required 
Time
Friday 6,7,8 
Remarks
Restriction: juniors and beyond
The upper limit of the number of students: 60. 
Ceiba Web Server
http://ceiba.ntu.edu.tw/1061MR 
Table of Core Capabilities and Curriculum Planning
Table of Core Capabilities and Curriculum Planning
Course Syllabus
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Course Description

Marketing research is about collecting quality information for data-driven managerial decision-making.  

Course Objective
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.  
Course Requirement
Lectures, assignments, presentations, reports, and exams 
Office Hours
Appointment required. Note: by appointment 
References
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. 
Designated reading
Lecture slides 
Grading
 
No.
Item
%
Explanations for the conditions
1. 
Exams 
30% 
 
2. 
Group projects 
50% 
 
3. 
Class participation 
10% 
 
4. 
Assignments 
10% 
 
 
Progress
Week
Date
Topic
Week 1
9/15  Introduction 
Week 2
9/22  Introduction to Marketing Research 
Week 3
9/29  Research Design & Secondary and Syndicated Data 
Week 4
10/06  Qualitative Research 
Week 5
10/13  Survey and Observation 
Week 6
10/20  Questionnaire and Form Design 
Week 7
10/27  Measurement and Scaling 
Week 8
11/03  Experimentation and Causal Research 
Week 9
11/10  Midterm 
Week 10
11/17  Group project presentation 
Week 11
11/24  Sampling Design and Procedures & Data Collection and Preparation 
Week 12
12/01  TBA 
Week 13
12/08  Frequency Distribution, Hypothesis Testing, and Cross-Tabulation  
Week 14
12/15  Hypothesis Testing Related to Differences, Correlation, and Regression 
Week 15
12/22  Factor and Cluster Analysis 
Week 16
12/29  Multidimensional Scaling and Conjoint Analysis 
Week 17
1/05  Group project presentation 
Week 18
01/12  Final