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課程名稱 |
論文量化研究方法
Quantitative Research Methods for Thesis Research |
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開課學期 |
109-1 |
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授課對象 |
管理學院 管理學院企業管理碩士專班(GMBA) |
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授課教師 |
柯冠州 |
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課號 |
GMBA7124 |
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課程識別碼 |
749EM1430 |
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班次 |
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學分 |
1.0 |
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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 |
第5,7,9,11 週
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上課地點 |
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備註 |
本課程以英語授課。密集課程。gmba.ntu.edu.tw/en/academics/2020_fall_course
限GMBA班學位生
總人數上限：50人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1091GMBA7124_2020 |
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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 |
待補 |
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課程目標 |
• Prepare GMBA students (or students at the same level) for skills needed to undertake a quantitative research thesis
• Introduce/discuss how to design a quantitative research, how to collect data, how to analyze data, and how to interpret and report results in social sciences
• Design and execute a meaningful research project that demonstrates logical and critical thinking and uses the knowledge and skills learned while in the NTU GMBA Program
• Articulate research or project objectives clearly, situate research within an academic or scholarly context, state claims and evidence clearly, assess validity of claims, evidence, outcomes, and results
• Use MS Excel and R language to solve specific research problems |
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課程要求 |
待補 |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
1. Almquist, E., & Wyner, G. (2001). Boost your marketing ROI with experimental design. Harvard Business School Press.
2. Morrel-Samuels, P. (2002). Getting the truth into workplace surveys. Harvard business review, 80(2), 111-118.
3. Bellezza, S., Gino, F., & Keinan, A. (2014). The red sneakers effect: Inferring status and competence from signals of nonconformity. Journal of consumer research, 41(1), 35-54.
4. Jhang, J. H., Grant, S. J., & Campbell, M. C. (2012). Get it? Got it. Good! Enhancing new product acceptance by facilitating resolution of extreme incongruity. Journal of Marketing Research, 49(2), 247-259.
5. Steenkamp, J. B. E., & Maydeu-Olivares, A. (2015). Stability and change in consumer traits: evidence from a 12-year longitudinal study, 2002–2013. Journal of Marketing Research, 52(3), 287-308.
6. Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652-673. |
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參考書目 |
Textbook:
Dawn Iacobucci, Gilbert Churchill. Marketing Research: Methodological Foundations.
Cengage Learning, 2009 (10th edition). |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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Week 1 |
10/17 |
Introduction and Basic Concepts |
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Week 2 |
10/31 |
Research Design and Analysis (1)
Readings:
1. Getting the truth into workplace surveys (Morrel-Samuels, 2002)
2. Stability and change in consumer traits: evidence from a 12-year longitudinal study (Steenkamp and Maydeu-Olivares, 2015)
3. Gamified interactions: whether, when, and how games facilitate self–brand connections (Berger, Sprott, and Herrmann, 2018) |
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Week 3 |
11/14 |
Research Design and Analysis (2)
Readings:
4. Boost your marketing ROI with experimental design (Almquist and Wyner, 2001)
5. The red sneakers effect: Inferring status and competence from signals of nonconformity (Bellezza and Keinan, 2014)
6. Get it? Got it. Good! Enhancing new product acceptance by facilitating resolution of extreme incongruity (Jhang, Grant, and Campbell, 2012) |
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Week 4 |
11/28 |
Write-Ups for Results // Final Presentation |
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