SemesterSpring Semester, 2020
DepartmentJunior Class A, Department of Business Administration Junior Class B, Department of Business Administration Senior Class A, Department of Business Administration Senior Class B, Department of Business Administration
Course NameMarketing Research
InstructorPARK SUNG JUN
Credit3.0
Course TypeElective
PrerequisiteAdvertising、Basic Marketing Management、BUS 343 Marketing Management、Customer Relationship Management、Foundation of Marketing、Foundations of Marketing、Fundamentals of Marketing、General Principles of Marketing、Global Marketing、Intro to Market Analysis、Introduction to Marketing、Introduction to Marketing Management、Management of Fashion Companies、Market Management、Marketing、Marketing (SBB)、Marketing Communication、Marketing Concepts、Marketing Management、Marketing Management Decisions、Marketing Management for International Managers、Marketing Principles、Marketing Principles & Practice、Marketing Strategy、Principle of Marketing、Principles of International Marketing、Principles of Marketing、Salea and Marketing Practices in Multinational Enviroment、Sales Management、Topics in Marketing、Trade Marketing and Category Management
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 Project: Each 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