Type of Credit: Elective
Credit(s)
Number of Students
Marketing research is a process of collecting, analyzing and interpreting raw data about consumers to derive usable business information. This course provides students with the knowledge and skills necessary to understand marketing research and apply best practices to marketing decision-making.
能力項目說明
After this course, students should be able to
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
Week 1 – Course overview
Week 2 – No class (Peace Memorial Day)
Week 3 – Marketing intelligence
Week 4 – Marketing research process
Week 5 – Research design & implementation
Week 6 – Data collection
Week 7 – No class (Spring break)
Week 8 – Data collection (Internet & content analysis)
Week 9 – Data collection (Web crawler)
Week 10 – Survey Design & Sample Selection
Week 11 – Validity and Reliability of Measures
Week 12 – Experimentation
Week 13 – Data analysis (basic)
Week 14 – Data analysis (advanced)
Week 15 – Guest speaker
Week 16 – Final project presentation (written report)
|
Assignments |
|
15% |
|
Midterm group presentation |
(at least 5 slides presented in 10 minutes) |
20% |
|
Final group presentation |
(at least 15 slides presented in 20 minutes) |
30% |
|
Final group report |
(15-30 double-spaced pages) |
25% |
|
Class participation |
|
10% |
Marketing Research, 13th Edition; by Kumar, Leone, Aaker, and Day; published by Wiley
*Software: Students are required to use the R, Python, or SPSS to complete the assignments