MARKETING RESEARCH
Introduction to
Marketing Research
Yu-Jen CHEN
2024 Fall Semester
INSTRUCTOR
Yu-Jen Chen (陳譽仁)
• Joined National Taiwan University in 2022 August,
• Associate Professor in Marketing at International Business Department
• Has been abroad for the past 15 years
• PhD in Marketing (Maryland): 6 years;
• Tenured Associate Professor in Marketing in Hong Kong (Lingnan): 9 years;
Contact Info.:
Office: Room 815, Management Build. II
Email: yjchen80@ntu.edu.tw
WhatsApp and LINE are available upon request.
TA
賴永岫
Email：
國企所碩班
r11724014@ntu.edu.tw
LINE Group
for class-related
communication
TEXTBOOK
Marketing Research
McDaniel and Gates
12th edition (2020)
ISBN: 978-1-119-70300-6
Alternatively, you may borrow any Marketing
Research textbook from the library.
TEXTBOOK (REFERENCE)
IBM Statistics 26 Step by Step: A
Simple Guide and Reference
George and Mallery
16th edition (2019)
Pearson
CLASS SLIDES AND DOCUMENTS
Available on Cool:
Typically, the PowerPoint slides for lectures will be
uploaded to Cool after each class.
URL: cool.ntu.edu.tw
Or access via myNTU
If you have any questions about accessibility to
COOL, ask your TA.
COURSE OBJECTIVES
(PREREQUISITE: MARKETING MANAGEMENT)
1. Be familiar with certain terminology used in marketing
research.
2. Understand the importance of data, including data
collection plan, data analysis, and data reporting.
3. Learn the process of conducting marketing research
projects.
4. Be able to apply these concepts and tools to real
world situations.
LEARNING OUTCOMES
1. Familiarity with the statistical terms commonly used in
marketing research.
2. Understanding of the role of marketing research in
solving marketing problems and developing marketing
strategies.
3. Knowledge about the process and different research
methods and designs of conducting marketing research.
4. Skills to use a statistical package such as SPSS to analyze
data and interpret the results; and to collect data by
Qualtrics.
COURSE CONTENT (TENTATIVE)
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Intro to Marketing Research (MR)
Concept of Sampling in MR
Survey Method via Consumers
Online Data Collection Method
Experiment Method pf Causal Investigation
Explore Natural Behavior and Decision via Observational Method
Measurement & Scaling Issues in Study Design
Secondary Data & Big Data Analytics for Understanding Markets
Questionnaire / Survey Design
Qualitative Research: Focus Group
The Role of Hypothesis Testing in Marketing Research
Using SPSS for Data Analysis
T-Test and ANOVA for Means Comparison
Study Association and Correlation among Variables
Linear Regression Models for Prediction
Tool: Qualtrics Survey Design
CLASS FORMAT
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Lectured based, with in-class discussion and exercises.
The themes of each class are displayed in COOL.
• Self-reading and learning prior to the class is encouraged.
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Assignments to ensure learning outcomes.
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Research project oriented:
• You are learning this course to complete a research project.
• Your team requires teamwork and collaboration.
• Professor would serve as a consultant to assist you.
ASSESSMENTS
(1) Final exam 30%
(2) Mid-term test 15%
(3) Individual Assignments 20%
(4) Class participation 10%
(5) Group Project 25%
(1) FINAL EXAM 30%
General Format:
2-hr exam, open-note, in-person.
When?
December 13th, 2024.
More details will be confirmed and explained in late November.
(2) MID-TERM TEST 15%
General Format:
2-hr test, open-note, in-person.
Mostly MC questions with possible one short essay question
When?
October 11th, 2024.
More details will be confirmed and explained in September.
(3) INDIVIDUAL ASSIGNMENTS
20%
A) Qualtrics Programming Assignment
For online survey/questionnaire/experiment design and distribution.
It will be introduced on 9/27, and the assignment is due on 10/18.
NTU Students can get free Qualtrics account for basic functions, via the following links
(https://ord.ntu.edu.tw/w/ordntu/ResearchResources_22080314311600466.) or
(https://tassel.syd1.qualtrics.com/)
B) SPSS Assignment
Students will be provided with dataset and scenario to conduct the appropriate analyses,
and to report and interpret the results.
Students should be able to get access to SPSS via the following approaches:
1) Free Trial (30 day) via SPSS website: (https://www.ibm.com/account/reg/usen/signup?formid=urx-19774)
2) Using Remote Desktop (https://www.cc.ntu.edu.tw/chinese/spotlight/2016/a105031.asp)
(4) CLASS PARTICIPATION (10%)
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All students are expected to attend classes with all reading and
assignments completed. Although the course is lecture-based,
occasional class discussion requires your understanding of the
assigned readings and assignments.
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Class attendance is captured by in class discussion and
participation.
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In general, I don’t take class attendance, with an exception when
attendance rate is EXTREMELY LOW.
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Students shall inform TA or me of your scheduled absence in
advance, for whatever reason. (for example, one day prior to the
class)
(5) TEAM RESEARCH PROJECT (25%)
Team will be given a research topic, and work with your team members to
provide answers to these research questions.
The project requires you to
a) Conduct a marketing research project to examine a “real world” topic at
your choice;
b) Design and collect data that is relevant and key to your research
questions and hypotheses.
c) Analyze the data (i.e., hypothesis testing) with statistical software.
d) Present your project on 12/6.
(5) TEAM RESEARCH PROJECT
(CONTD.)
How to form your group/team?
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5- 7 students a group, and inform the list to TA by 9/13.
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If less than 5, it’s fine. TA will then help you merge with others.
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If no responses, I will assign by myself.
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Target total group number in the class is 6.
FINAL GRADING PHILOSOPHY
A+
A
A-
Perform very good or above
expectation
Around
40-60%
B+
B
B-
Satisfactory performance and
around/ slightly below the
expectation
Around
30% -60%
C+ or below
Perform significantly below
expectation
Less than
15%
IMPORTANT DATES
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9/27: Qualtrics Intro by TA (Attendance expected)
10/11: Mid-term Test (Attendance required)
10/18: Qualtrics Assignment Due (online submission)
11/15: NTU Sports Day (no class / SPSS online consultation/ data
collection)
11/22: NTU Sports Day (no class / SPSS online consultation/ data
collection)
11/23: SPSS assignment due (online submission)
12/6: Group Project Presentation (Attendance required)
12/13: Final Exam (Attendance required)
12/20: Backup class (optional attendance)
CLASS POLICIES
IN CLASS
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Free to bring/ use Smart Phones/ Tablets / Laptops.
No phones calls are allowed.
NO Video / Audio Recording is allowed.
Free to temporarily leave the classroom.
Late arrival is NOT encouraged, and please sit yourself in back rows if being late.
Official language is English, while Mandarin is fine for off-class communication.
For in-group discussion, DO NOT EXCLUDE THOSE WHO DON’T SPEAK MANDARIAN
IN YOUR DISCUSSION.
Assignment / Project / Report
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Late assignment submission will be accepted with penalties.
Plagiarism is NOT acceptable.
Any use of AI technology (e.g., ChatGPT) should be fully disclosed, and list the
prompts being used.
ANY QUESTIONS?
ABOUT ME
• Born and grew up in Taiwan (Tainan City), completed undergraduate and MBA degree
in Taiwan.
• Lived in the US for 6 years for my PhD degree;
• As a Professor in Hong Kong from 2013- 2022;
• Just joined to NTU in August, 2022.
Research interest: Social media in general
Word-of-Mouth communication
Persuasion knowledge
Social influence
General Interest:
Sports (Running, Tennis, Volleyball), Music (Pop, Jazz, J-Pop, Classical), Coffee, Travel
Language:
English, Mandarin, Taiwanese
Japanese in development ^^
TELL ME SOMETHING ABOUT YOU
(YOUR FIRST CLASS PARTICIPATION)
First, your name, student ID, and how you would like to be called.
1. Your statistics background?
Have you studied Statistics before? When?
Do you remember/know p-value? Explain it
Do you remember/know sampling? Explain it
2. What do you think marketing research is about? What is your
expectation for this course?
3. What’s your general interest? What’s your future career plan
(dream)?
4. If you are not local students (e.g., exchange, visiting), what’s
your major, university, and country of origin?