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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 |
110-1 |
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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 |
堯里昂 |
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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1,2,4,5 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。詳見GMBA官網 https://gmba.ntu.edu.tw/en/。
限GMBA班學位生
總人數上限：50人 |
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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 |
This goal of this course is to prepare GMBA students with the skills needed to undertake a quantitative research. The skills in this class apply equally to the Academic Thesis, the Business Proposal and Quantitative Case Studies. While a brief introduction is made of qualitative methods, this class will focus mostly on quantitative methods.
Specifically, the course will introduce and discuss the structure of a research paper by taking students through a step-by-step process of topic generation, literature collection, methodology design, data collection and analysis. While qualitative methods will be mentioned, the focus will be on the common quantitative methods of survey questionnaires, secondary data collection, and experimental studies. This will be combined with the needed statistical techniques for data analysis. |
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課程目標 |
After completing this course, students will be able:
- Design and execute a meaningful research project that demonstrates logical and critical thinking using the knowledge and skills from NTUs GMBA Program.
- Understand the layout and principles of academic and business papers
- Be able to clearly articulate research or project objectives in an academic context
- And be able to support these claims with quantitative evidence using MS Excel and R.
These goals will be achieved through a combination of lectures, reading discussions, example analysis, and assignments. |
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課程要求 |
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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 |
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參考書目 |
Textbook:
Dawn Iacobucci, Gilbert Churchill. Marketing Research: Methodological Foundations. Cengage
Learning, 2009 (10th edition).
Readings:
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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評量方式
(僅供參考) |
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