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Course title |
Marketing Research |
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Semester |
106-1 |
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Designated for |
DEPARTMENT OF INTERNATIONAL BUSINESS |
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Instructor |
YU-PING CHEN |
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Curriculum Number |
IB3002 |
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Curriculum Identity Number |
704E30530 |
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Class |
02 |
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Credits |
3.0 |
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Full/Half
Yr. |
Half |
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Required/
Elective |
Required |
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Time |
Friday 6,7,8(13:20~16:20) |
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Remarks |
Restriction: juniors and beyond
The upper limit of the number of students: 60. |
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Ceiba Web Server |
http://ceiba.ntu.edu.tw/1061MR |
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Course introduction video |
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Table of Core Capabilities and Curriculum Planning |
Table of Core Capabilities and Curriculum Planning |
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Course Syllabus
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Please respect the intellectual property rights of others and do not copy any of the course information without permission
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Course Description |
Marketing research is about collecting quality information for data-driven managerial decision-making. |
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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. |
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Course Requirement |
Lectures, assignments, presentations, reports, and exams |
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Student Workload (expected study time outside of class per week) |
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Office Hours |
Appointment required. Note: by appointment |
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Designated reading |
Lecture slides |
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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. |
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Grading |
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No. |
Item |
% |
Explanations for the conditions |
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1. |
Group projects |
50% |
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2. |
Class participation |
10% |
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3. |
Exams |
30% |
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4. |
Assignments |
10% |
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Week |
Date |
Topic |
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Week 1 |
9/15 |
Introduction |
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Week 2 |
9/22 |
Introduction to Marketing Research |
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Week 3 |
9/29 |
Research Design & Secondary and Syndicated Data |
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Week 4 |
10/06 |
Qualitative Research |
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Week 5 |
10/13 |
Survey and Observation |
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Week 6 |
10/20 |
Questionnaire and Form Design |
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Week 7 |
10/27 |
Measurement and Scaling |
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Week 8 |
11/03 |
Experimentation and Causal Research |
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Week 9 |
11/10 |
Midterm |
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Week 10 |
11/17 |
Group project presentation |
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Week 11 |
11/24 |
Sampling Design and Procedures & Data Collection and Preparation |
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Week 12 |
12/01 |
TBA |
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Week 13 |
12/08 |
Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
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Week 14 |
12/15 |
Hypothesis Testing Related to Differences and Correlation |
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Week 15 |
12/22 |
Regression & ANOVA |
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Week 16 |
12/29 |
Factor Analysis, Cluster Analysis, and Multidimensional Scaling |
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Week 17 |
1/05 |
Group project presentation |
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Week 18 |
1/12 |
Final |