Course Information
Course title
Marketing Research 
Semester
105-1 
Designated for
DEPARTMENT OF INTERNATIONAL BUSINESS  
Instructor
YU-PING CHEN 
Curriculum Number
IB3002 
Curriculum Identity Number
704 30530 
Class
02 
Credits
Full/Half
Yr.
Half 
Required/
Elective
Required 
Time
Monday 7,8,9(14:20~17:20) 
Remarks
Restriction: juniors and beyond
The upper limit of the number of students: 60. 
Ceiba Web Server
http://ceiba.ntu.edu.tw/1051IB3002_02 
Course introduction video
 
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. The basic objective of this course is to help you conduct and use research to make more effective business decisions. 

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. 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. 
Course Requirement
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%) 
Office Hours
Appointment required. Note: by appointment 
References
Course materials posted on CEIBA 
Designated reading
Course materials posted on CEIBA 
Grading
 
No.
Item
%
Explanations for the conditions
1. 
Homework 
20% 
 
2. 
Exams 
40% 
 
3. 
Group projects 
40% 
 
 
Progress
Week
Date
Topic
Week 1
9/12  Introduction 
Week 2
9/19  Introduction to Marketing Research 
Week 3
9/26  Research Design & Secondary Data 
Week 4
10/03  Qualitative Research, Survey & Observation Research 
Week 5
10/10  Holiday! 
Week 6
10/17  Questionnaire and Form Design Experimentation and Causal Research 
Week 7
10/24  Measurement and Scaling & Data Collection and Preparation 
Week 8
10/31  Presentation of Group Project 1 
Week 9
11/07  Midterm 
Week 10
11/14  Sampling Design and Procedure; Data Preparation; SPSS 
Week 11
11/21  Descriptive statistics and hypothesis testing 
Week 12
11/28  Testing Differences 
Week 13
12/05  ANOVA, correlation & regression 
Week 14
12/12  ANOVA & Factor Analysis 
Week 15
12/19  Cluster Analysis & MDS Presentation of Group Project 2 (1) 
Week 16
12/26  Presentation of Group Project 2 (2) 
Week 17
1/02  Holiday! 
Week 18
1/09  Final