國立中興大學教學大綱
課程名稱 (中) 行銷研究數據分析(一)(5101)
(Eng.) Date Analytics for Marketing Research
開課單位 行銷系
課程類別 選修 學分 2 授課教師 羅惠宜
選課單位 行銷系 / 碩士班 授課使用語言 中文 英文/EMI 開課學期 1132
課程簡述 This is an advance course for postgraduate and senior undergraduate students
In this course, we will learn various data analysis techniques that can be used in marketing research. The emphasis in class is on how to use a statistical software to analyze the data and how to interpret the results in computer output. The main body of the data analysis will be highlighted to find the relationship between the variables and understand the nature of the relationship. The choice of the analysis techniques primarily depends on what measurement scales we used for the variables and in which way we are trying to find the relationship between the variables.
先修課程: 多變量分析(碩士班)、統計學&行銷研究 (學士班)
先修課程名稱
課程含自主學習 N
課程與核心能力關聯配比(%) 課程目標之教學方法與評量方法
課程目標 核心能力 配比(%) 教學方法 評量方法
1. Students will learn to perform some of the more common analytical techniques.
2. In a case setting, students will be able to use appropriate analytical techniques to identify a business problem, generate and compare alternatives, and develop a solution.
1.批判思考
2.專業知識
8.自主解決問題能力
15
60
25
其他
講授
專題探討/製作
習作
討論
書面報告
口頭報告
作業
其他
出席狀況
授課內容(單元名稱與內容、習作/每週授課、考試進度-共18週)
週次 授課內容
第1週 ***實際授課進度視學生學習狀況調整***

Introduction to the module
第2週 Research Design and Common Analytical Techniques: Analysis of difference (unit 1-1: Frequency)
& Classroom practice
第3週 1. Research Design and Common Analytical Techniques: Analysis of difference (unit 1-2: Frequency)
& Classroom practice
2. Research Design and Common Analytical Techniques: Analysis of difference (unit 2-1: Group Comparisons)
& Classroom practice
第4週 1. Research Design and Common Analytical Techniques: Analysis of difference (unit 2-2: Group Comparisons)
& Classroom practice
2. Research Design and Common Analytical Techniques: Analysis of association (unit 1-1: Correlational Analyses) & Classroom practice
第5週 1. Research Design and Common Analytical Techniques: Analysis of association (unit 1-1: Correlational Analyses) & Classroom practice
2. Research Design and Common Analytical Techniques: Analysis of association (unit 1-2: Correlational Analyses) & Classroom practice
第6週 Research Design and Common Analytical Techniques: Analysis of association (unit 1-2: Correlational Analyses) & Classroom practice
第7週 Spring Break
第8週 Research Design and Common Analytical Techniques: Analysis of association (unit 2-1: Factor Analysis)
& Classroom practice
第9週 1. Research Design and Common Analytical Techniques: Analysis of association (unit 2-2: Factor Analysis)
& Classroom practice
2. The distinction of confounder, moderator and mediator in research design
& Classroom practice
第10週 The distinction of confounder, moderator and mediator in research design
& Classroom practice
第11週 Group Presentation
第12週 Group Presentation:Revision Debate I
第13週 Models of Hayes’ PROCESS analysis (Unit 01)
第14週 Models of Hayes’ PROCESS analysis (Unit 02)
第15週 Models of Hayes’ PROCESS analysis (Unit 03)
第16週 Group Presentation:Revision Debate II
第17週 In-Class Discussion
第18週 Final Report
學習評量方式
1. 習作 30%
2. 期末報告 40%
3. 課堂參與 (含: 隨堂測驗、出席狀況、學習態度 & iLearning 學習紀錄) 30%
教科書＆參考書目(書名、作者、書局、代理商、說明)
自編教材
課程教材（教師個人網址請列在本校內之網址）
iLearning 3.0 (https://lms2020.nchu.edu.tw/)
課程輔導時間
Wednesday: 12:30~13:30 (by appointment)
聯合國全球永續發展目標(連結網址)
提供體驗課程：N
請尊重智慧財產權及性別平等意識，不得非法影印他人著作。
更新日期 西元年/月/日：2025/02/02 18:31:08 列印日期 西元年/月/日：2025 / 3 / 14
MyTB教科書訂購平台：http://www.mytb.com.tw/