| 當期課號 |
1452 |
Course Number |
1452 |
| 授課教師 |
鈺城 |
Instructor |
TU,YU CHENG |
| 中文課名 |
行銷研究 |
Course Name |
Marketing Research |
| 開課單位 |
行銷與流通管理系(四日)二A |
Department |
|
| 修習別 |
必修 |
Required/Elective |
Required |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程的教學目標主要訓練學生應用行銷研究的技術降低決策風險。行銷研究可廣泛地應用於行銷組合中，在形成行銷決策的過程中扮演著重要核心的角色。行銷研究應用初級與次級資料於許多個案中，並幫助企業與行銷研究中心在進行特定市場研究。 |
Objectives |
The purpose of this course is to train students how to reduce the risk of decision-making by using marketing research methods. Marketing research can be applied in all aspects of marketing mix and it also plays an important crucial role in the process of developing marketing strategy. Marketing research uses primary and secondary data in many case studies and help to do specific researches for companies and marketing research centre. |
| 教材 |
1、行銷研究實務與理論應用(邱志聖)，二版，ISBN9789577297013，智勝出版社。
2、市場調查(梁世武)，初版，出版社：普林斯頓國際, 出版日期：2009-07-01。 |
Teaching Materials |
1. Zikmund, William G. and Alice E. Fugate (2003), Essentials of Marketing Research, 2nd edition, South-Western College Publish. |
| 成績評量方式 |
1、上課參與（發言、出席率等）(20％)。
2、期中考試(30%)。
3、平時小組報告與作業(30%)。
4、期末分組主題報告(30%)。 |
Grading |
1. Participation.(20%)
2. Midterm exam.(30%)
3.home work, assignment.(30%)
4. Final topic report.(30%) |
| 教師網頁 |
|
| 教學內容 |
介紹市場調查與商情預測執行的各個程序步驟，如：資料蒐集，抽樣設計，問卷設計，資料處理，調查執行，調查管理與報告撰寫。 |
Syllabus |
The purpose of this course is to train students how to exutive every process of market survey and prediction like data collection, sample design, data collation, survey investigation and report writing. |