課程資訊
課程名稱
行銷計量模式一
Quantitative Models in Marketing (Ⅰ) 
開課學期
110-1 
授課對象
管理學院  國際企業學研究所  
授課教師
黃恆獎 
課號
IB7029 
課程識別碼
724 M1220 
班次
 
學分
3.0 
全/半年
半年 
必/選修
選修 
上課時間
星期四2,3,4(9:10~12:10) 
上課地點
管二304 
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:40人
外系人數限制:10人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1101IB7029_SEM 
課程簡介影片
 
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課程概述

This course is designed for doctoral students who need a significant familiarity with those statistical techniques known collectively as "structural equation modeling (SEM)," "causal modeling," or "analysis of covariance structures," along with related techniques. SEM is a generalized statistical procedure that can be used for many purposes, such as confirmatory factor analysis, path analysis, and causal models. It is excellent for comparing groups, examining longitudinal data, and dealing with multilevel analysis. SEMs basically refer to a bunch of similar models developed by different scholars (e.g., LISREL, AMOS, PLS, MPlus, EQS, CALIS, etc.) Specifically, this course introduces the LISREL (Linear Structural Relationships) modeling techniques, which are very useful in dealing with substantive problems in behavioral sciences and marketing.

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. 

課程目標
The primary objective of this class is to give students (1) the ability to recognize situations where these techniques may be useful in research; (2) an appreciation for the roles of theory and sound measurement in making these techniques useful; (3) an understanding of the limitations of these methods; (4) the ability to use available software in conducting research; (5) the ability to critique the use of these techniques in published research; and (6) hopefully by the end of the term, you will have the ability to meet the advanced technical requirements for publication in academic journals related to SEMs. 
課程要求
The format for this course will be primarily lecturing. 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.

Students taking this course for credit should form study groups. Details on the formation of study groups will be announced in class. Since this is a course on methodology, all participants in this class should at least learn how to run the PC version of LISREL. A couple of LISREL sample models, mainly from academic journals, are used as homework exercises. These exercies should be run and analyzed on group basis. Some additional papers will also be distributed to students in order to increase their familiarity with the LISREL methodology, and each group will be asked to present papers, summarize their major findings, and provide critiques. The technical sophistication of these papers will be kept at minimum, and they usually represent important pieces of ongoing research. 
預期每週課後學習時數
 
Office Hours
 
指定閱讀
待補 
參考書目
Byrne, Barbara M. (2009), Structural Equation Modeling With AMOS: Basic
Concepts, Applications, and Programming, 2nd ed., New York: Routledge.

Byrne, Barbara M. (2011), Structural Equation Modeling with Mplus: Basic
Concepts, Applications, and Programming, New York: Routledge.

Hair, Joseph F., G. Tomas M. Hult, Christian M. Ringle and Marko Sarstedt
(2013), A Primer on Partial Least Squares Structural Equation Modeling
(PLS-SEM), Los Angeles: Sage Publications, Inc.

Kline, Rex B. (2010), Principles and Practice of Structural Equation Modeling,
3rd ed., New York: The Guilford Press.

Raykov, Tenko and George A. Marcoulides (2006), A First Course in Structural
Equation Modeling, New Jersey: Lawrence Erlbaum Associates, Inc.

Schumacker, R. E. and G. L. Richard (2010), A Beginner's Guide to Structural
Equation Modeling, 3rd ed., New Jersey: Lawrence Erlbaum Associates, Inc. 
評量方式
(僅供參考)
   
課程進度
週次
日期
單元主題
第17週
1/13  期末作業