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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
107-1 |
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授課對象 |
管理學院 商學研究所 |
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授課教師 |
柯冠州 |
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課號 |
MBA7028 |
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課程識別碼 |
741 M9000 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期二7,8,9(14:20~17:20) |
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上課地點 |
管一403 |
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備註 |
碩士班數量方法之一。
限本系所學生(含輔系、雙修生)
總人數上限：30人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1071MBA7028_ |
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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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課程概述 |
Overall, the course will introduce students to marketing research, its applications to managerial decision-making and emphasize research as an aid to problem solving in marketing management. The course will take students through all the steps in the process of conducting marketing research and using the obtained insights to make well-informed decisions. The specific objectives are to:
• Develop the participants’ problem analysis skills, and ability to translate a management problem into a feasible research question
• Provide participants with a working knowledge of the concepts and methods of marketing research
• Increase sensitivity to the biases and limitations of marketing data
• Introduce students to the utility of the internet in conducting marketing research |
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課程目標 |
The goals of the course will be for students to:
(i) Acquire knowledge of concepts and techniques required to conduct marketing research, and
(ii) Apply this knowledge in practice by solving real marketing research problems.
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課程要求 |
1. Taking this course implies that you are willing to form a team, conduct 1 project, and prepare for 2 reading presentations.
2. Form your team of 2 members by September 22.
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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 |
Marketing Research: Methodological Foundations (with Qualtrics Card) 10th Edition
by Dawn Iacobucci, Gilbert A. Churchill |
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參考書目 |
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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. |
Term Project |
30% |
Research 20%; Report 5%; Presentation 5% |
2. |
Final Exam |
15% |
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3. |
Mid-term Exam |
15% |
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4. |
Reading Presentation and Discussion |
20% |
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5. |
In-class Activity |
20% |
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週次 |
日期 |
單元主題 |
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第1週 |
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Course Introduction |
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第2週 |
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Research Process and Problem Formulation
Chapter 1-3;
Reading (1): HARKing: Hypothesizing after the Results Are Known by Norbert L. Kerr. |
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第3週 |
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Literature Search, Focus Group, Projective Methods, Interview
Chapter 4;
Reading (2): Qualitative Quality: Eight ''Big-Tent'' Criteria for Excellent Qualitative Research by Sarah J. Tracy |
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第4週 |
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Observation, Participant Observation, Descriptive Research
Chapter 4-5;
Reading (3): From the Editors: What Grounded Theory Is Not by Roy Suddaby. |
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第5週 |
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Descriptive Data and Research |
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第6週 |
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Causal Design, Secondary Data
Chapter 6-7;
Reading (4): Status evolution and competition: Theory and evidence by Marvin Washington and Edward J. Zajac. |
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第7週 |
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Primary Data-Survey
Chapter 8-10;
Reading (5): Who attains social status? Effects of personality and physical attractiveness in social groups by Anderson, C., John, O. P., Keltner, D., & Kring, A. M. |
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第8週 |
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Primary Data-Experimental Design
Chapter 8-10;
Reading (6): Feeling superior: The impact of loyalty program structure on consumers' perceptions of status by Drèze, X., & Nunes, J. C. |
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第9週 |
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Team Meeting-1 (proposal) |
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第10週 |
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Guest Speaker (SAS) |
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第11週 |
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Sample Design, Sampling
Chapter 11-13;
Reading (7): Sampling in the Twenty-First Century by Seymour Sudman and Edward Blair. |
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第12週 |
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Chi-Square, T-Test, ANOVA
Chapter 14-16;
Reading (8): The red sneakers effect: Inferring status and competence from signals of nonconformity by Silvia Bellezza, Francesca Gino, and Anat Keinan. |
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第13週 |
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Factor Analysis, Regression
Chapter 17;
Reading (9): The impact of norm‐conforming behaviors on firm reputation by Deborah Philippe and Rodolphe Durand. |
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第14週 |
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SPSS Tutoring |
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第15週 |
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Team Meetings-2 |
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第16週 |
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Final Exam |
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第17週 |
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Term Project Presentation |
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