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Course title |
Marketing Research |
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Semester |
105-1 |
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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 |
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Full/Half
Yr. |
Half |
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Required/
Elective |
Required |
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Time |
Monday 7,8,9(14:20~17:20) |
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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/1051IB3002_02 |
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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. The basic objective of this course is to help you conduct and use research to make more effective business decisions. |
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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. 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. |
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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%) |
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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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References |
Course materials posted on CEIBA |
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Designated reading |
Course materials posted on CEIBA |
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Grading |
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No. |
Item |
% |
Explanations for the conditions |
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1. |
Homework |
20% |
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2. |
Exams |
40% |
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3. |
Group projects |
40% |
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Week |
Date |
Topic |
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Week 1 |
9/12 |
Introduction |
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Week 2 |
9/19 |
Introduction to Marketing Research |
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Week 3 |
9/26 |
Research Design & Secondary Data |
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Week 4 |
10/03 |
Qualitative Research, Survey & Observation Research |
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Week 5 |
10/10 |
Holiday! |
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Week 6 |
10/17 |
Questionnaire and Form Design
Experimentation and Causal Research
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Week 7 |
10/24 |
Measurement and Scaling & Data Collection and Preparation |
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Week 8 |
10/31 |
Presentation of Group Project 1 |
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Week 9 |
11/07 |
Midterm |
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Week 10 |
11/14 |
Sampling Design and Procedure; Data Preparation; SPSS
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Week 11 |
11/21 |
Descriptive statistics and hypothesis testing |
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Week 12 |
11/28 |
Testing Differences |
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Week 13 |
12/05 |
ANOVA, correlation & regression |
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Week 14 |
12/12 |
ANOVA & Factor Analysis |
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Week 15 |
12/19 |
Cluster Analysis & MDS
Presentation of Group Project 2 (1) |
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Week 16 |
12/26 |
Presentation of Group Project 2 (2) |
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Week 17 |
1/02 |
Holiday! |
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Week 18 |
1/09 |
Final |