課程介紹
The topics of this course would focus on the practical marketing decision problem, discuss on how to transfer it to a research issue, select suitable statistical models, coordinate with the general theory of marketing dynamic and heterogeneous thought, and decide on appropriate way to solve marketing decision problem. This course covers quality and quantity research methods including focus groups discussion, questionnaire design and experimental design.
教科書:
教科書：
行銷研究概論(第6版),黃俊英,華泰代理
行銷研究概論(第6版),黃俊英,華泰代理
教學進度:
週次 內容
1. Introduction to the module: a.Course Contents & Assessment b.Overview of marketing research
2. Scientific methods
3. Structural equation models (1)
4. Structural equation models (2)
5. (vocation)
6. [Midterm exam]
7. Consistency & validity analysis
8. The procedures for conducting marketing research
9. Secondary data
10. Interview & questionnaire + Observation
11. No-response issues
12. Designed experiment (5/6 預定由羅老師上課)
13. Sampling methods & Sample size
14. Qualitative research
15. Statistics
16. [Final exam]
17. (Vocation)
1. Introduction to the module: a.Course Contents & Assessment b.Overview of marketing research
2. Scientific methods
3. Structural equation models (1)
4. Structural equation models (2)
5. (vocation)
6. [Midterm exam]
7. Consistency & validity analysis
8. The procedures for conducting marketing research
9. Secondary data
10. Interview & questionnaire + Observation
11. No-response issues
12. Designed experiment (5/6 預定由羅老師上課)
13. Sampling methods & Sample size
14. Qualitative research
15. Statistics
16. [Final exam]
17. (Vocation)
本課程不開放報名
