各位學弟妹 新年快樂
不知為何 老師無法在info上上傳大綱
因此我把它po在下方 老師在工管系知識網上也有放喔
: )
2004行銷研究課程大綱
授課教授：周善瑜老師
聯絡電話：2363-0231轉2983
辦公室：管院二館十一樓1113室
教科書：Marketing Research (eighth edition)
by Gilbert A. Churchill, Jr., The Dryden Press: TX.
評分方式：
期末專題和個案 40%
期中考 30%
期末考 30%
課程介紹：
The purpose of this course is to provide students with a managerial
overview of marketing research and with a good understanding of the
analytic techniques. The course will employ a mix of lectures, discussion
of cases (some of them are drawn from Marketing Research by AAKER et al.
and some of them involve analyzing some real data set) and a variety of
papers to supplement the text. Students will form groups of 5-7 persons and
be responsible for a final project and presentation of one major case. For those
case that your group are not responsible for class presentation, every group
still need be well prepared and hand in one-page summary of the analysis.
Some matrix algebra(矩陣代數運算) will be used when I introduce some
multivariate analysis methods(多變量分析方法).
The prerequisite is statistics(先修科目為統計).
The final project and some cases will involve the analysis of datasets and
thus some computer packages will be used(期末專題報告可能會需要利用
電腦套裝軟體進行資料分析).
有關期末專題報告：
The final projects will be undertaken by groups.
The first step for undertaking research projects is to find a client with
some marketing research problem. The problem you are dealing with
should be a current and live field situation. The problem should be chosen
and approved not later than the seventh class session. The tentative agenda
for this course is as follows.
暫定之授課時程表：
Date Topics and Chapters
2/20 Introduction (1-3)
2/27* Research Design (4)
3/5 Causal Designs (5)
3/12 ANOVA (15A)
3/19 Data Collection Methods and Forms (7-8)
3/26* Measurement (9, 9A)Preliminary thoughts about your projects are due.
4/9 Sampling (10)
4/16* Midterm
4/23 Sampling (11)
4/30 Data Analysis (13-14)
5/7 Investigation of Association (16)
5/14 Discriminant Analysis (17)
5/21 Multidimensional Scaling(17)
5/28 Factor Analysis (17)
6/4 Nonsampling Errors (12)
6/11* Presentations of Projects
6/18* Final
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