課程大綱
老師:鍾麗英
開課系級:商學院〈4〉
修別:選
學分:3學分
授課時數:3小時
課程中文名稱:市場調查
課程英文名稱:Marketing Surveys
先修科目:
教學目的:
It is the
introductory sequence in marketing research and attemps to structure the
discipline of marketing research. Topics include determining the research
design, designing the data collection method and forms, designing the sample
and collecting the data, analyzing and interpreting the data.
內容綱要:
Syllabus:
2/21 introduction
2/28 holiday
3/7 review of statistics
3/14 secondary data analysis
and computer lab
3/21 secondary data analysis
and computer lab
3/28 primary data collection
(1) method response rate
4/4 spring break
4/11 primary data collection
(2) design sampling methods
4/18 exam for secondary data
analysis
4/25 primary data collection
(3) sample size reliability and validity qualitative research
5/2 preliminary questionnaires
5/9 revised questionnaires
5/16 exam for primary data
collection
5/23 report writing
5/30 critics of the assigned
report
6/6 report presentation
6/13 report presentation
Grading Policy:
Evaluation Attendance 20%
Exams 40%
Critics of the assigned report
and Group report 40%
其他〈如參考書目等〉:
1. 行銷研究 黃俊英 華泰書局
2. 市場調查 黃志文 華泰書局
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