行銷研究
1０1 學年度第一學期課程大綱
Instructor : 張愛華
Tel: 29393091-81223
Time 9:10 to12:00 pm., Friday
E-mail:aihwa@nccu.edu.tw
Course Description and Objectives
This course intends to guide the learners to understand the process of marketing
research and the related management issues. Contemporary technology of marketing research
will be explored in this course. These objectives will be accomplished through instructor’s
lecture, class assignments, and term projects.
Textbook and Reference Books
Textbook
Basic Marketing Research, 4rd ed. (2009) by Malhotra, Naresh K., and Mark Peterson, Person
Education, Inc.,(Imported by 台北：雙葉書廊)
Reference Books
Marketing Research, 10th ed., (2011) by David A. Aaker, V. Kumar, George S. Day and Robert
P. Leone, John Wiley & Sons (Imported by 台北：雙葉書廊)
行銷研究—管理與技術,
台北：華泰書局
黃俊英博士著, 第八版（中華民國九十七年）
行銷研究—實務與理論應用，邱志聖著，（中華民國九十七年）台北：貝塔/智勝
Grading
1. Term Project: 50%
2. Case Discussions, assignments, and Class Participation: 30%
3. Mid-term Exam: 20%
Class Schedule
Date
Outline
1. Sept. 21
Course Introduction
Introduction to Marketing Research
2. Sept.28
Defining Marketing Research and
Developing an Approach
Group Formation
3. Oct. 5
Research Design
1
Ch. 1
Ch. 1-2
Ch. 3
Assignment 1
4. Oct. 12
Exploratory Research: Secondary and
Syndicated Sources Secondary Data
Exploratory Research: Qualitative Research
Case 1: Pan-Der Mattress
Ch. 4-5
5. Oct. 19
Exploratory Research: Qualitative Research
Focus group exercise (In Class)
Ch.6
6. Oct. 26
Descriptive Research: Survey and Observation
Term Project Presentation: Part One
Ch. 7
7. Nov. 2
Causal Research Design: Experimentation
Ch. 8
8. Nov. 9
Measurement Scaling (I) & (II)
Case 2: Online Video Case 8.1 (p.275)
Ch. 9-10
9. Nov. 16
Questionnaire Design
Term Project Presentation: Part Two
Ch. 11
10. Nov. 23
Guest Speaker Lecture or Company Visit
11 Nov. 30
Sampling: Design, Procedure and Sample Size Ch. 12-13
12. Dec. 07
Exam (In Class., Open book)
13. Dec. 14
Field Work
Data Preparation and Analysis Strategy
SPSS introduction
Case 3: Hewlett-Packard, p. 361
Ch. 14-15
14. Dec. 21
Data Analysis: Hypotheses Testing and
Cross Tabulation
Ch. 16-17
15. Dec. 28
Correlational Analysis and Regression
Report Preparation
Ch. 18-19
Assignment 2
16. Jan. 4
Presentation of Term Projects (I)
17. Jan. 11
Presentation of Term Projects (II)
 Group Formation (全班分為 7-9 組)
 Term Project Presentation: Part One
完成至 1/3 進度, 各組繳交書面報告, 全班選取 1/2 組別進行簡報
 Term Project Presentation: Part Two
完成至 2/3 進度, 各組繳交書面報告, 全班其餘 1/2 組別進行簡報
 Presentation of Term Projects
完成所有進度, 各組繳交期末報告, 全班各組分兩天進行期末簡報
 所有作業(Assignment)及報告(Case & Project)均須於規定日期繳交書面報告並上傳電
子檔至教學網
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