行銷研究專題研討
Marketing Research Seminar
| 節 | 週四 |
|---|---|
A 18:30–19:20 | 行銷研究專題研討 TD 3 節連堂 |
B 19:30–20:20 | |
C 20:30–21:20 |
* 根據陽明交大上課時間表所列
本課程的目的是協助博碩士班學生瞭解行銷領域之最新發展,並培養其獨立執行行銷課題研究之能力。課程的進行以演講與研討爲主,期刊文章和學術論文爲輔,協助學生認識、解析、利用、開發和應用行銷決策相關的問題。課題研究經由指導教授對博碩士班一對一的個別或小組指導,期能在論文研究獲得較具體的成果。課程的輔助工具包含MS-EXCEL、SAS、以及教科書附屬的電腦軟件、個案、和資料庫等。
行銷管理、研究方法
Detail materials available at http://www.cc.nctu.edu.tw/~etang/Marketing_Research/Index.htm
1學期作業: seven case analysis with SAS homework exercises 2.考試狀況: term paper and thesis proposal 3.評量方法: SAS Homework Assignment (individual) 50%’ Topic Presentation (Team) 20%; Written research report (individual) 30%
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course overview (Chap. 1, 2) |
| 第 2 週 | Research design formulation (3, 4, 5, 6) |
| 第 3 週 | Causal Research Design (7, 16) |
| 第 4 週 | Measurement & Scaling (8, 9), Readings: From OEM to OBM |
| 第 5 週 | Questionnaire design (10, 14) Readings: Interactive Questionnaire Design |
| 第 6 週 | Sampling design, Fieldwork, Data Preparation, Readings:Centaur; JMR (2004), Vol. 41, No.4, Strategic Groups |
| 第 7 週 | Hypothesis testing (11, 12, 13, 14) |
| 第 8 週 | ANOVA & Regression (15, 16, 17) |
| 第 9 週 | Reading: StatSoft's Basic Statistics, Scanner |
| 第 10 週 | Factor Analysis (19) Readings: MDS; SEM/LISREL |
| 第 11 週 | MDS and Conjoint Analysis (21), Readings:Compromise Effect |
| 第 12 週 | Cluster, & Mkt Segmentation (20) Readings: Tang & Liou (2010, SMJ) |
| 第 13 週 | Marketing Engineering, Bayesian statistics, CDNOW |
| 第 14 週 | Consumer Behavior, e-community, social networking, word-of-mouth |
| 第 15 週 | human memory and learning, nostalgia, and cultural imprinting |
| 第 16 週 | Database/category marketing, CRM, cross-selling |
| 第 17 週 | Sustainable competitive strategy, CSR, and financial performance |
| 第 18 週 | Written Term Paper Due |
1. N.K. Malhotra (2010) Marketing Research: An Applied Orientation with SPSS, 6th Edi., Pearson Education, http://www.prenhall.com/malhotra/ 2. R. Grover and M. Vrien (2006), Handbook of Marketing Research, Uses, Misuses, and Future Advances, Sage, http://www.terry.uga.edu/%7Ergrover/chapter.html AMA DocSig Suggested Readings, http://docsig.eci.gsu.edu/reading.htm
- 時間
- Update class schedule and office hours are available at http://www.cc.nctu.edu.tw/~etang/Office%20Hours.htm