NCHU Course Outline
Course Name (中) 行銷研究(二)(6445)
(Eng.) Marketing Research(II)
Offering Dept Department of Marketing
Course Type Required Credits 3 Teacher LO HUI YI
Department Department of Marketing / Graduate Language Chinese Semester 2026-SPRING
Course Description 這門課程主要是幫助學生瞭解: 1. 各種行銷研究方法之原理、內容與執行步驟。2學會研究設計、抽樣設計及常用的資料收集方法。3.學會如何建立研究架構、設計假設並選適當資料收集與分析方法。4.瞭解與練習運用一般資料分析方法於實際企業活動。5.實際協助企業解決行銷決策上的問題。
The topics of this course would focus on the practical marketing decision problem, discuss on how to transfer it to a research issue, select suitable statistical models, coordinate with the general theory of marketing dynamic and heterogeneous thought, and decide on appropriate way to solve marketing decision problem. This course covers quality and quantity research methods including focus groups discussion, questionnaire design and experimental design. The topics including: introduction to course philosophy, structure, and policy, the nature and scope of marketing research, marketing research process, design, and implementation, secondary data and exploratory research, descriptive research I: qualitative and observational methods of data collection, descriptive research II: survey methods, attitude measurement & designing the questionnaire, data collection and descriptive analysis, causal research and sampling fundamentals of data analysis.

****先修課:多變量分析 Prerequisite：Multivariate Analysis****
Prerequisites
Relevance of Course Objectives and Core Learning Outcomes(%) Teaching and Assessment Methods for Course Objectives
Course Objectives Competency Indicators Ratio(%) Teaching Methods Assessment Methods
1. Students will learn to perform some of the more common qualitative and quantitative techniques.
2. Students will be able to deliver a professional quality presentation accompanied by appropriate technology.
3. 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.Critical Thinking
2.Professional Knowledge
3.Marketing Management Methods with Applications
8.Independent Problem-Solving
10
30
50
10
topic Discussion / Production
Exercises
Lecturing
Other
Discussion
Written Presentation
Oral Presentation
Other
Attendance
Quiz
Course Content and Homework/Schedule/Tests Schedule
Week Course Content
Week 1 ***實際授課進度視學生學習狀況調整***
- Introduction to the module
- Overview of marketing research
Week 2 Defining the Marketing Research Problem & Developing an Approach (I)
Week 3 Defining the Marketing Research Problem & Developing an Approach (II)
Research Design (I)
Week 4 Research Design (II)
Exploratory Research Design: Qualitative Research (I)
Week 5 Exploratory Research Design: Qualitative research (II)
Description Research Design: Survey & Observation (I)
Week 6 Exam 01
Week 7 Spring Break
Week 8 Description Research Design: Survey & Observation (II)
Causal Research Design: Experimentation(I)
Week 9 Causal Research Design: Experimentation(II)
Measurement and Scaling (I)
Week 10 Measurement and Scaling (II)
Questionnaire and Form Design (I)
Week 11 Exam 02
Week 12 Questionnaire and Form Design (II)
Sampling: Design and procedures (I)
Week 13 Sampling: Design and procedures (II)
Week 14 Data Preparation& Report
Week 15 Exam03
Week 16 Research Report
self-directed
learning		    02.Viewing multimedia materials related to industry and academia.
Evaluation
1. 測驗 50% (共三次)
Exam1: 10%
Exam2: 20%
Exam3: 20%
2. Research report 30%
3. 課堂與自主學習表現 20% (出席紀錄、課堂發言、課堂學習態度 & iLearning學習紀錄)
Textbook & other References
自編教材 (部分內容改編自 Malhotra(2012, 2010)

Reference books:
1. Naresh K Malhotra (2012), Basic Marketing Research: Integration of social media (4th Edition), Pearson (雙葉書廊代理)
2. Marketing Research: An Applied Orientation (2019), Global Edition, 7/E, Naresh K Malhotra,Pearson Higher Education
Teaching Aids & Teacher's Website
i-Learning 3.0
https://lms2020.nchu.edu.tw/
Office Hours
Wednesday: 12:30~13:30 (by appointment)
Sustainable Development Goals, SDGs(Link URL)
include experience courses：N
Please respect the intellectual property rights and use the materials legally.Please respect gender equality.
Update Date, year/month/day：2026/02/07 13:30:36 Printed Date, year/month/day：2026 / 5 / 25
The second-hand book website：http://www.myub.com.tw/