課程名稱 |
行銷研究 Marketing Research |
開課學期 |
109-2 |
授課對象 |
管理學院 商學研究所 |
授課教師 |
柯冠州 |
課號 |
MBA7028 |
課程識別碼 |
741EM9000 |
班次 |
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學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期五2,3,4(9:10~12:10) |
上課地點 |
管二302 |
備註 |
本課程以英語授課。 限碩士班以上 且 限本系所學生(含輔系、雙修生) 總人數上限:30人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1092MBA7028_2021spr |
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 |
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 |
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. |
課程要求 |
待補 |
預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
待補 |
參考書目 |
Dawn Iacobucci, Gilbert Churchill. Marketing Research: Methodological Foundations. Cengage Learning, 2009 (10th edition). |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Case Study |
20% |
Group |
2. |
Reading Presentation |
10% |
Group |
3. |
Participation |
25% |
Individual |
4. |
Mid-term Exam |
20% |
Individual |
5. |
Term Project |
25% |
Group |
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週次 |
日期 |
單元主題 |
第1週 |
2/26 |
Course Introduction
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第2週 |
3/05 |
What is Marketing Research?
Research Process and Problem Formulation
Chapter 1-3;
Reading (1): HARKing: Hypothesizing after the Results Are Known by Norbert L. Kerr. |
第3週 |
3/12 |
What is Quantitative Research? (1)
Chapter 6-7;
Reading (2): Status evolution and competition: Theory and evidence by Marvin Washington and Edward J. Zajac. (Group 1) |
第4週 |
3/19 |
What is Quantitative Research? (2)
Primary Data-Survey
Chapter 8-10;
Reading (3): Who attains social status? Effects of personality and physical attractiveness in social groups by Anderson, C., John, O. P., Keltner, D., & Kring, A. M. (Group 2) |
第5週 |
3/26 |
What is Quantitative Research? (3)
Primary Data-Experimental Design
Chapter 8-10;
Reading (4): Feeling superior: The impact of loyalty program structure on consumers' perceptions of status by Drèze, X., & Nunes, J. C. (Group 3) |
第6週 |
4/02 |
No Class |
第7週 |
4/09 |
How to Analyze Quantitative Data? (1)
Descriptive Data Analysis, Clustering, Conjoint Analysis
Chapter 17-18;
Reading (5): Tipping the scale: The role of discriminability in conjoint analysis by Aribarg, Anocha, Katherine A. Burson, and Richard P. Larrick. (Group 4) |
第8週 |
4/16 |
How to Analyze Quantitative Data? (2)
Chi-Square, T-Test, ANOVA
Chapter 14-16;
Reading (6): The red sneakers effect: Inferring status and competence from signals of nonconformity by Silvia Bellezza, Francesca Gino, and Anat Keinan (Group 5) |
第9週 |
4/23 |
Case Study #1
Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands |
第10週 |
4/30 |
How to Collect Data?
Sample Design, Sampling
Chapter 11-13; |
第11週 |
5/07 |
How to Analyze Quantitative Data? (3)
Factor Analysis, Regression
Chapter 17;
Reading (7): Institutionalization of ethics and its consequences: a survey of marketing professionals by Anusorn Singhapakdi and Scott J. Vitell. (Group 6) |
第12週 |
5/14 |
How to Analyze Quantitative Data? (4)
More Multivariate Statistical Techniques
Chapter 18;
Reading (8): In mobile we trust: The effects of mobile versus nonmobile reviews on consumer purchase intentions by Lauren Grewal and Andrew T. Stephen. (introduced by prof.) |
第13週 |
5/21 |
Team Meetings |
第14週 |
5/28 |
Final Exam |
第15週 |
6/04 |
Case Study #2
Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brand |
第16週 |
6/11 |
Term Project Presentation |
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