行銷研究之目的在於提供行銷決策人員關鍵的行銷決策資訊。
而行銷決策資訊之獲得在於客觀不偏頗的資料蒐集與正確且精密的統計分析。
本課程將針對行銷實務上所面臨的決策問題，深入探討如何將其轉化成為行銷研究問題;
採取適當的行銷研究設計; 透過不同的資料蒐集方法; 應用相關的統計分析模式;
配合動態的行銷策略理論; 以擬定具體可行的行動方案等議題。
結合「統計學」的數量基礎與「行銷管理」的理論架構，
本課程期望同學們能更切實地學習到如何應用統計分析於管理決策及落實行銷策略於實務之中。
《 課程簡介 -- English 》
Offering key information for marketing decision-makers is the purpose of marketing research.
The acquisition on this key information lies in the objective and unbiased data collection as well as with correct and accurate statistical analysis.
In this course, we will focus on the practical marketing problems;
discussing on how to transfer a marketing decision problem into a research issue;
selecting suitable research design; using different method to collect data, and applying appropriate statistical tools to analyze data.
Moreover, we will combine the marketing theory based on dynamic and heterogeneity thought with these research findings so as to provide suggestions for marketers to succeed in marketing practice.
We are devoted to integrate the quantity part of “statistical analysis” and the theory part of “marketing management” so that students, in this course, are expected to learn about how to apply statistical analysis in managerial decision making as well as implementing marketing strategy in the practice.
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