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課程名稱 |
行銷計量模式一
QUANTITATIVE MODELS IN MARKETING(I) |
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開課學期 |
98-1 |
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授課對象 |
管理學院 國際企業學研究所 |
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授課教師 |
黃恆獎 |
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課號 |
IB7029 |
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課程識別碼 |
724 M1220 |
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班次 |
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學分 |
3 |
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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 |
星期三6,7,8(13:20~16:20) |
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上課地點 |
管二206 |
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備註 |
博二行銷管理組、國際企業管理組、策略管理組必修。
限碩士班以上
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/981LISREL |
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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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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
This course basically covers Structural Equation Models (also known as `Causal Analysis` or `Simultaneous Equation Systems`). Specifically, the course introduces the LISREL (Linear Structural Relationships) modeling techniques, which are very useful in dealing with substantive problems in behavioral sciences and marketing.
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課程目標 |
Applications of LISREL can be found almost everywhere. LISREL is powerful in areas like measurement and hypothesis testing. With respect to measurement, it is capable of examining reliability, dimensions of constructs, and validity. As for hypothesis testing, it produces parameter estimates and goodness-of-fit indices which can be used for testing of assumptions, theory verification, or even comparison of competing models. People who use survey or experimental design will find the LISREL methodology applicable to a wide range of models such as exploratory and confirmatory factor analysis, path analysis, and econometric models for time series data.
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課程要求 |
The format for this course will be primarily lecture. Examples drawn from marketing, behavioral sciences, psychology, organizational science, corporate strategy, international management and other related fields will be used to illustrate the ideas. This course does not involve a high level of mathematical sophistication, but a basic understanding of statistics and multivariate techniques is required. Theoretically, the course couldn`t be too much a burden for students who don`t even like quantitative methods. A sincere desire to learn is considered more important.
Since this is a course on methodology, a number of homework assignments and a term project will be required. Details on the term project will be announced in due time. Participants in this class should at least learn how to run the PC version of LISREL.
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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 |
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參考書目 |
Joreskog, K. G. and D. Sorbom (2001), LISREL 8 & PRELIS 2 User’s Reference
Guide, Lincolnwood,IL: SSI, Inc. |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Paper Presentations (group) |
35% |
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週次 |
日期 |
單元主題 |
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第17週 |
1/08 |
Exercise |
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