天主教輔仁大學課程大綱 天主教輔仁大學課程大綱
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課程名稱
Course Title 行銷研究
授課教師
Instructor 陳瑞照 學年度
Academic year
94 學期
Semester 2
課程大綱
教學目標:
This course is to introduce methods of marketing research. The goal is to emphases how to
apply statistical methods to make marketing position and marketing segment.
Implications of
marketing research methods to the solve problems will be the main subject of this course.
課程範圍:
Lecture Note Series no. 2, (2003) Taiwan Intelligent Technology and Applied Statistics Association.
授課方式: 1.講授(Lecture) 2.個案教學(Case Study)
課程進度及綱要: Week Date Topic 1 9/25 Introduction 2 10/2 Sampling Design 3 10/9 Sampling Design
4 10/16 The Method of Sampling 5 10/23 The Method of Sampling 6 10/30 Market Position 7 11/6 Market Position 8 11/13 Market Segmentation 9 11/20 Consumer Behavior Analysis 10 11/27 Consumer Behavior Analysis 11 12/4 Consumer Satisfaction Survey 12 12/11 Path Analysis
13 12/18 Path Analysis 14 12/25
15 1/1
16 1/8 Market Forecasting 17 1/15 Time Series 18 1/22 Time Series
參考書籍:
1.Johnson, R.A. (2002) Applied Multivariate Statistical Analysis 5th ed.
Prentice-Hall, NJ, USA
2. Rao, C. R. Statistics and Truth, 2nd edition, World Scientific Publishing Co. 1996.3. Sharma, S (1996) Applied Multivariate Techniques, John Wiley and Sons, NY, USA
評分方式:
1.Individual class participation 30%
2.期末報告/論文撰述(Team Paper/Theses Writing)50%
3.課堂參與(Class Participation)20%
