天主教輔仁大學課程大綱 天主教輔仁大學課程大綱

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 ^鄭士蘋 學年度

Academic year

93 ^學期

Semester 2

課程大綱

教學目標:

This course provides fundamental concepts and skills for doing marketing research. Topics include problem definition, secondary data research, survey research, Questionnaire design, sampling design, etc.

授課方式: 講授(Lecture) 課程進度及綱要: Week Date Topic

1 The role of marketing research 2 The marketing research process 3 Problem definition

4 Exploratory research 5 Secondary data research 6 Survey research

7 Observation 8 Test marketing 9 Midterm exam 10 Measurement

11 Attitude Measurement 12 Questionnaire design 13 Questionnaire design 14 Sampling design 15 Sampling design 16 Data Analysis 17 Data Analysis 18 Final Exam

參考書籍:

“Exploring Marketing Research”, William G. Zikmund, 8th Edition, South- Western

評分方式:

?織薑丹?(筆試)(Midterm Test) 30%

?翻珧颿幓?/期末考(筆試)(Final Test) 30%

?翻珧饇捋P(Class Participation) 40%