行銷研究專題
Special Topics in Marketing Research
| 節 | 週四 |
|---|---|
6 14:20–15:10 | 行銷研究專題 M104 3 節連堂 |
7 15:30–16:20 | |
8 16:30–17:20 |
* 根據陽明交大上課時間表所列
To assist students with understanding the current consumer and behavior marketing research needs, this course seeks to provide research design and methodology assistance to ensure students are capable of actualizing research that is relevant to the current marketing management industry.
Principles of Marketing Management and Consumer Behavior.
1. Top Marketing and Consumer Behavior Journals: Journal of Consumer Psychology (JCP), Journal of Consumer Research (JCR), Journal of Marketing (JM), Academy of Management Journal (AMJ), Journal of Business Research (JBR). 2. For broader business applications for marketing research, recommended Harvard Business Review, Wall Street Journal (also Asian Wall Street Journal), Economist, Forbes. 師生晤談 排定時間
1. Class contribution (20%) 2. Research in-class presentation (20%) 3. Research digital notes (20%) 4. Research proposal (40%)
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course introduction |
| 第 2 週 | WOM -L. Jean Harrison-Walker(2001), “The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents,” Journal of Service Research, Vol.4, No.1, p.60-75 |
| 第 3 週 | Scale development -Barry J. Babin, William R. Darden, Mitch Griffin (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value,” Journal of Consumer Research. Vol. 20, p. 644-656 |
| 第 4 週 | Service recovery -Anna S Mattila, David Cranage (2005), “The impact of choice on fairness in the context of service recovery,” The Journal of Services Marketing, Vol. 19, Iss. 5; p. 271 (9 pages) |
| 第 5 週 | Buyer-seller relationship -Linda L. Price, Eric J. Arould (1999), “Commercial Friendships: Service Provider-Client Relationships in Context,” Journal of Marketing. 1999. Vol. 63 p. 38-56 |
| 第 6 週 | Buyer-seller relationship -David T. Wilson (2000), “Deep relationships: The case of the vanishing salesperson,” Journal of Personal Selling & Sales Management, Volume XX, Number 1, p. 53-61 |
| 第 7 週 | E-commerce -Lukas P Forbes, Scott W Kelley, K Douglas Hoffman (2005), “Typologies of e-commerce retail failures and recovery strategies,” The Journal of Services Marketing, Vol. 19, Iss. 5; p.280 (13 pages) |
| 第 8 週 | Service -Keaveenvy, S.M., “Customer switching behavior in service industries: an exploratory study,” Journal of Marketing, 1995. 59(2): p. 71-82 |
| 第 9 週 | Customer satisfaction -Robert A. Peterson, William R. Wilson(1992), “Measuring customer satisfaction,” JAMS, Winter 1992, p.61-71 |
| 第 10 週 | Customer satisfaction -Richard L. Oliver, John E. Swan(1989), “Consumer perceptions of interpersonal equity ans satisfaction in transactions: a field survey approach,” Journal of Marketing, Vol.53, p.21-35 |
| 第 11 週 | Choices -John Berger and Grainne Fitzsimons(2008),”Dogs on the street, Pumas on your feet: How Cues in the Environment Influence Product Evaluation and Choice” JMR,Vol.XLV,p.1-14 |
| 第 12 週 | Reflective vs. Formative -Cheryl Burke Jarvis, Scott B. Mackenzie, Philip M. Podsakoff (2003), “A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research,” Journal of Consumer Research, Vol. 30, p.199-218 |
| 第 13 週 | Service quality -A. Parasuraman, Valarie A. Zeithaml(1988), “Servqual: A multiple-item scale for measuring consumer perceptions of service quality,” Journal of Retailing, Vol.64, No.1, p.12-40 |
| 第 14 週 | Cognitive dissonance -Joshua Aronson, Geoffery Cohen, and Paul R. Nail (1999), chapter 1 in Cognitive dissonance, Eddie Harmon-Jones, Judson Mills. Wahington, DC: American Psychological Association, 127-147 |
| 第 15 週 | Branding -Roland T. Rust, Vlalarie A Zeithaml, Katherine N. Lemon(2004), “Customer-centered Brand Management,” Harvard Business Review, Sep. 2004, p.110-118 |
| 第 16 週 | Branding -Keith S. Coulter, Girish N. Puni(2004), “The effects of cognitive resource requirements, availability, and argument quality on brand attitudes,” Journal of Advertising, Vol.33 No.4, p.53-64 |
| 第 17 週 | Mediation analysis -Reuben M. Baron and David A. Kenny(1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, Vol. 51, No. 6, 1173-1182 |
| 第 18 週 | Mediation analysis -Xinshu Zhao, John G. Lynch Jr., Qimei Chen(2010), “Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis,” Journal of Consumer Research, Vol. 37 |
- 地點
- EMBA office
- 時間
- By appointment
- 聯絡方式
- chiachi801@gmail.com