教學大綱 Syllabus

科目名稱：行銷研究

Course Name: Marketing Research
  • 學年學期：113-2 Spring Semester, 2025
  • 科目代碼：305866001 Course No.305866001

修別：選

Type of Credit: Elective

3.0

學分數

Credit(s)

20

預收人數

Number of Students

課程資料Course Details
  • 開課單位：企管三甲、企管三乙、企管四甲、企管四乙 Course Department:Business Administration/B/3&4
  • 授課老師：朴星俊 Instructor: PARK SUNG JUN
  • 先修科目：[ 行銷管理(單學期)(修習且及格)]Prerequisite([])
  • 上課時間：五EFG Session: fri18-21

課程簡介Course Description

This course aims to help students build an analytic mindset when facing marketing problems. This course will provide fundamental research methods used in a field of marketing research. Specifically, this course will introduce both qualitative and quantitative methods in order to help marketing managers to analyze, solve, and interpret managerial issues. Students will learn how to deal with a fact-based decision making by using a statistical software program, called SPSS. By the end of this semester, students are expected to analyze a given data set and interpret the results independently.

核心能力分析圖 Core Competence Analysis Chart

能力項目說明

    課程目標與學習成效Course Objectives & Learning Outcomes

    Upon completion of this course, students can expect to:

    • Ask marketing research problems
    • Learn problem-solving techniques
    • Design experiments or questionnaires scientifically
    • Analyze and interpret statistical results
    • Develop practical and actionable marketing solutions
    • Report and present an actionable marketing plan.

    每周課程進度與作業要求 Course Schedule & Requirements

    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

    Topic

    Content and Reading Assignment

    Teaching Activities and Homework

    1 (2/21)

    Introduction

    Quantitative versus Qualitative

    Group formation

    2

    (2/28)

    Memorial Day (National Holiday)

    [Group Assignment 1] Focused Group Interview

    3

    (3/7)

    Descriptive

    Statistics,

    Cross-tab, Correlation

    Measurement and Scaling

    Research questions

    4

    (3/14)

    t-test

    Experiment design

    Research model

    5

    (3/21)

    ANOVA

    Experiment design

    Research model

    6

    (3/28)

    Survey design

    Survey draft

    7

    (4/4)

    Tomb Sweeping Festival (National Holiday)

    [Group Assignment 2] Survey

    8

    (4/11)

    Regression I

    Simple regression

    Survey final

    9

    (4/18)

    Regression II

    Multiple regression

    & Group consulting

    Data collection

    10

    (4/25)

    Reliability & Validity

    Cronbach’s Alpha

    & Group consulting

    Data collection

    11

    (5/2)

    Data Reduction

    Factor analysis

    & Group consulting

    Data analysis

    12

    (5/9)

    Data pre-processing

    Dealing with missing data

    & Group consulting

    Data analysis

    13

    (5/16)

    Advanced topics

    Marketing Analytics and AI

    & Group consulting

    Data interpretation

    14

    (5/23)

    Final Presentation

    15

    (5/30)

    Guest Speaker: Marketing Research

    16

    (6/6)

    Final Exam

    17

    (6/13)

    Flexible Week 1

    18

    (6/20)

    Flexible Week 2

    Note. The syllabus is subject to be updated based on the pace of the class.

    授課方式Teaching Approach

    50%

    講述 Lecture

    10%

    討論 Discussion

    10%

    小組活動 Group activity

    0%

    數位學習 E-learning

    30%

    其他： Others: Using a statistical software program (i.e., JASP)

    評量工具與策略、評分標準成效Evaluation Criteria

    1. Marketing Research Project (50%): All students will be formed into groups of two or more. Peer evaluations will be conducted and taken into consideration. Each group will design marketing research, collect data, perform data analysis, and interpret the results. They will also present their findings in front of the class. Successful teams will advance to present their findings at an academic conference, which will be especially beneficial for those considering graduate studies.

     

    1. Exam (30%): The final exam will be multiple-choice, covering any material from the entire semester about 30 items (closed-book). All lessons and learning materials used in this class may be covered. Please refer to the main constructs and key concepts learned throughout the course.

     

    1. Other (20%):
    1. (5%) Weekly review quiz
    2. (5%) “Cold calls” will be conducted. For meaningful comments, additional points will be awarded. Remember, active participation and class attendance are important.
    3. (10%) Group Activities

     

     

    1. Academic Policy & Others:
    1. Any form of academic dishonesty will result in a failing grade (e.g., cheating, misrepresentation, plagiarism). Be sure to cite all sources to avoid unintentional plagiarism. There is zero tolerance for academic dishonesty!
    2. Please note that missing two or more weeks of classes will impact your final grade. Notify me in advance in case of unavoidable absences. Additionally, tardiness is unacceptable as it disrupts the learning environment for others.
    3. I am available to assist students with disabilities. If you require any accommodations, please discuss them with me.
    4. If you have any questions, please ask. Remember, no question is "dumb."
    5. Mentoring, career coaching, and language (English) support are available to all students. Feel free to contact me anytime. Let’s make this semester enjoyable!

    指定/參考書目Textbook & References

    Textbook (Required):

    Marketing Research, 7th Edition, Naresh K. Malhotra, Global Edition, Publisher: Pearson

     

    已申請之圖書館指定參考書目 圖書館指定參考書查詢 |相關處理要點

    維護智慧財產權，務必使用正版書籍。 Respect Copyright.

    本課程可否使用生成式AI工具Course Policies on the Use of Generative AI Tools

    完全開放使用 Completely Permitted to Use

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