行為實驗設計

Experimental Design in Behavioral Studies

學期

113-1

學分

3 學分

當期課號

537016

永久課號

MGMS30086

開課單位

管理科學系

授課教師

張家齊

校區

光復

類別

選修

上課時間表

節	週四
6 14:20–15:10	行為實驗設計 M115 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

概述

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 can actualize research that is relevant to the current marketing management industry.

先修科目

Principles of consumer behavior and marketing management.

教學方式

Each week, a journal article will be assigned for the student to read before coming to class. Their homework assignment is directly tied to these articles, and so it is important for the student to check the course agenda and be prepared by reading the material before that week’s course. Discussion may or may not incorporate these ideas but will not pause during the lecture to give basic information, other than providing clarification of the terminology or to answer questions based upon the application of the information to the current classroom discussion. 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.

評分方式

a) Research in-class presentation: Each student is expected to come prepared to class to speak and present on at least one academic journal article. The presentation should be an article summation (to include the topic, some basic background about the theories or themes of the paper, study explanation, and results), and potentially a research application of the information, whereby the student presents the information they want to use from the paper and presenting a potential framework regarding their own research proposal ideas for the end of the semester. Topic of the paper should be in some way relevant to the course. *Note: Research presentation will be graded with the following criteria: creativity, articulation (ability to explain the article’s summation and results), and finally ability to explain the students’ own research ideas as a result of reading this paper. b) Research digital notes: Each student will prepare independent notes regarding that week’s assigned pre-class reading, and also include independent notes for one additional academic research article of the student’s choice. Ideally, this additional academic article should relate to the topic of the eventual proposal at the end of the semester and allow students the opportunity to interact with more marketing/consumer behavior/behavior economics theories and literature. Although graded at the end of the semester, weekly contribution will allow the student the opportunity to gain outside knowledge that can be relevant to the classroom discussion. There will be no exams but students should hand in a research proposal by the end of semester. Research proposal should consist of a title page, abstract, sections 1 – 3 of the Master Thesis or PhD Dissertation, and a list of references, which are utilized within the paper through in-text citation (in APA format).

週次計畫

週次	主題
第 1 週	Course introduction: Introduction to qualitative, quantitative research and CB experimental design
第 2 週	Finding an interesting research topic-Gray, K., &amp amp Wegner, D. M. (2013). Six guidelines for interesting research. Perspectives on Psychological Science, 8(5), 549-553.
第 3 週	Developing and framing a research question-Peracchio, L. A., &amp amp Escalas, J. E. (2008). Tell me a story: Crafting and publishing research in consumer psychology. Journal of Consumer Psychology, 18(3), 197-204.-Lee, H., Lalwani, A. K., &amp amp Wang, J. J. (2020). Price No Object!: The Impact of Power Distance Belief on Consumers’ Price Sensitivity. Journal of Marketing, 84(6), 113-129.
第 4 週	Technical writing and APA format-Publication Manual of the American Psychological Association, Seventh Edition (2020).-Tellis, G. J. (2017). Interesting and impactful research: on phenomena, theory, and writing. Journal of the Academy of Marketing Science, 45(1), 1-6.
第 5 週	Conducting a relevant research story and building the logic blocks-Varadarajan, R. (2017). Musings on interesting and impactful theory and research. Journal of the Academy of Marketing Science, 45(1), 10-13.-Lynch Jr, J. G., Alba, J. W., Krishna, A., Morwitz, V. G., &amp amp Gurhan-Canli, Z. (2012). Knowledge creation in consumer research: Multiple routes, multiple criteria. Journal of Consumer Psychology, 22(4), 473-485.
第 6 週	Special Topics (I) on Charitable Giving-Zhou, X., Kim, S., &amp amp Wang, L. (2019). Money helps when money feels: Money anthropomorphism increases charitable giving. Journal of Consumer Research, 45(5), 953-972.-Dunn, L., White, K., &amp amp Dahl, D. W. (2020). A little piece of me: When mortality reminders lead to giving to others. Journal of Consumer Research, 47(3), 431-453.-Farmer, A., Kidwell, B., &amp amp Hardesty, D. M. (2020). Helping a few a lot or many a little: political ideology and charitable giving. Journal of Consumer Psychology, 30(4), 614-630.
第 7 週	Special Topics (II) on Sensory Marketing-Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.-Krishna, A., Lee, S. W., Li, X., &amp amp Schwarz, N. (2017). Embodied cognition, sensory marketing, and the conceptualization of consumers’ judgment and decision processes: introduction to the issue. Journal of the Association for Consumer Research, 2(4), 377-381.
第 8 週	Experimental design I: The process of designing multiple studies-Geuens, M., &amp amp De Pelsmacker, P. (2017). Planning and conducting experimental advertising research and questionnaire design. Journal of Advertising, 46(1), 83-100.-Vargas, P. T., Duff, B. R., &amp amp Faber, R. J. (2017). A practical guide to experimental advertising research. Journal of Advertising, 46(1), 101-114.
第 9 週	Experimental design II: Data collection and randomization
第 10 週	(Guest speaker)
第 11 週	SPSS and PROCESS macro introduction-Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach Second Edition. Guilford Press.
第 12 週	Data analysis
第 13 週	Data analysis
第 14 週	Data analysis-Spiller, S. A., Fitzsimons, G. J., Lynch Jr, J. G., &amp amp McClelland, G. H. (2013). Spotlights, floodlights, and the magic number zero: Simple effects tests in moderated regression. Journal of marketing research, 50(2), 277-288.-Zhao, X., Lynch Jr, J. G., &amp amp Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.-McClelland, G. H., Lynch Jr, J. G., Irwin, J. R., Spiller, S. A., &amp amp Fitzsimons, G. J. (2015). Median splits, Type II errors, and false–positive consumer psychology: Don't fight the power. Journal of Consumer Psychology, 25(4), 679-689.
第 15 週	Structural Equation Model and Confirmatory Factor Analysis-Hayes, A. F., &amp amp Preacher, K. J. (2013). Conditional process modeling: Using structural equation modeling to examine contingent causal processes.
第 16 週	Research proposal and peer review I
第 17 週	Research proposal and peer review II
第 18 週	Final submission

教科書

1. Babbie, E. R. (2020). The practice of social research. Cengage Learning. 2. Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices. 3. 顏志龍(2018)。傻瓜也會寫論文(量化+質化增訂版):社會科學學位論文寫作指南。台北市:五南。 4. 邱皓政(2010)。量化研究與統計分析(第六版):SPSS 與 R 資料分析範例解析。台北市:五南。

Office Hours

地點: EMBA office
時間: By appointment
聯絡方式: chiachi801@gmail.com