SemesterSpring Semester, 2020
DepartmentSelective courses of master level,College of Commerce
Course NameMarketing Research
InstructorPARK SUNG JUN
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule

Please note that the following course schedule is subject to change depending on circumstances.






















































































































































週次



Week



課程主題



Topic



課程內容與指定閱讀



Content and Reading Assignment



教學活動與作業



Teaching Activities and Homework



學習投入時間



Student workload expectation



課堂講授



In-class Hours



課程前後



Outside-of-class Hours



1



(2/26)



Introduction



What is Marketing Research?



Lecture &



Discussion



3



3



2



(3/4)



Marketing Research Methods



Qualitative vs. Quantitative



Lecture &



Activity



3



6



Research Design



3



(3/11)



Research Models



Measurement Issues



Mediation, Moderation



Box-and-arrow Models



Lecture &



Discussion



3



6



Measurement & Scaling



4



(3/18)



Survey Design



Sampling Issues



Questionnaire Items, Form



Lecture &



Discussion



3



9



Sample size calculation



5



(3/25)



First Midterm Exam (related to theoretical parts)



6



(4/1)



商務研習週 (109/3/30?4/5),統一停課以進行海外研習企業參訪、企業競賽、企業專案等活動



7



(4/8)



(SPSS)



Descriptive Analysis



Frequency, Cross-tabulation Mean, Standard Deviation



Lecture &



Activity



3



9



T-test, Analysis of Variance (ANOVA)



 



8



(4/15)



(SPSS)



Regression



Correlation



Lecture &



Activity



3



9



Causation



(Linear regression vs. Logistic)



9



(4/22)



(SPSS)



Data Reduction



Factor Analysis,



(Exploratory vs. Confirmatory)



Clustering, Segmentation



Lecture &



Activity



3



9



10



(4/29)



Second Midterm Exam (using SPSS)



11



(5/6)



Structural Equation Modeling



Path analysis



Lecture &



Activity



3



9



Reliability & Validity Tests



12



(5/13)



Advanced topics



Neuro-marketing



Lecture &



Activity



3



9



Machine Learning and AI



13



(5/20)



Project Data Collection



(Survey Design)



Activity



3



9



14



(5/27)



Project Data Analysis (using SPSS)



Activity



3



9



15



(6/3)



Final Project Presentation



16



(6/10)



Final Exam



17



商務研習週 (109/6/15?6/18),統一停課以進行海外研習企業參訪、企業競賽、企業專案等活動




Teaching Methods
Teaching Assistant

TA: 馬允中(Leo) 



Email: leo19980314@gmail.com


Requirement/Grading

1. Marketing Research Project (65%):



  All students will be formed into a group of two or more students. Peer evaluations will be conducted and taken into consideration later.




  • (10%) Class Presentation: Each group will take turns to present and share news articles. A presenting team will summarize and show how the articles are related to key concepts learned from a previous class. The other groups should ask valuable questions to the presenting team. I recommend students to read news articles from the Financial Times, The Wall Street Journal, and others. Also, articles from company reports are welcomed, such as McKinsey or BCG. In addition, each team will be assigned a case to present and facilitate class discussion.

  • (55%) Final ProjectEach group will design marketing research, collect data, perform data analysis, and interpret the results. Also, they will deliver their findings by presenting in front of the class. A successful team will be advanced to present their findings at an academic conference. This will be especially helpful for those who are willing to advance their studies to a graduate program. 



 



2. Exams (25%):




  • (5%) The First Mid-term Exam will be an essay question by proposing an interesting research question. There will be a time-limit, and the late submission will be penalized. Also, word limits will be strictly imposed. 

  • (10%) The second mid-term exam will be a set of multiple-choice questions. About 30 items will be asked (Closed-book). Any lesson or learning material used in this class are subject to be covered. Please refer to the main constructs and key concepts learned throughout the course.

  • (10%) Lastly, there will be a final exam (multiple-choice). Any materials that are covered throughout the whole semester are subject to be on the final exam.



 



3. Other (10%):




  • (5%) There will be a quiz in every class.

  • (5%)“Cold-calls” will be conducted. For meaningful comments, additional points will be given. Remember, active participation and class attendance matter for this class.



 



4. Academic Policy:




  • Any kind of academic dishonesty will lead to a failing grade (e.g., cheating, misrepresenting, and plagiarism). Please make sure to cite and acknowledge all sources in order to avoid any unintentional plagiarism. There is NO tolerance for academic dishonesty!

  • Please note that an absence of two or more weeks will penalize your final grade. In case of an unavoidable absence, please let me know in advance. Also, being late is considered unacceptable because it interferes with the learning environment for others.

  • I am happy to assist students with disabilities. Please talk to me in case you need any assistance.

  • If you have any questions, please do not hesitate to ask them. Remember, there is no such thing as a “dumb” question.

  • Mentoring, career-coaching, and language (English) supports are opened to all students. If you are willing to communicate with me, please feel free to contact me at any time.

  • Lastly, let us enjoy this semester!! ^^


Textbook & Reference

1. Textbook: Marketing Research, 7th Edition, Naresh K. Malhotra, Global Edition, Publisher: Pearson



2. Academic Journals:




  • Journal of Marketing

  • Journal of Marketing Research

  • Journal of Academy of Marketing Science

  • Journal of Consumer Research

  • Journal of Consumer Psychology

  • Psychological Science

  • Science



3. Case:




  • Harvard Business Case

  • MIT Sloan Management Review

  • McKinsey & Company

  • Boston Consulting Group



4. Recommended Readings: News articles from the Financial Times, The Wall Street Journal, and others.


Urls about Course
Attachment