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本課程的目的，在於使學生學習應用各種行銷研究之方法與技巧，培養學生執行研究計劃之技巧與能力，例如:選擇研究主題,提出研究問題或假設,文獻回顧,選擇與設計適當的研究方法等; 討論各類型行銷研究報告，探討研究方法的使用並解讀其研究結果與內在涵義。尤其著重於廣告行銷業常用的研究方法領域如:焦點團體, 深入訪談, 內容分析, 觀察法與問卷調查法等。
《 課程簡介 -- English 》
The purpose of this course is to acquaint students with social and behavioral research methods applicable to the study of marketing problems and processes. In particular, the course introduces students to a variety of skills and abilities needed to conduct a marketing research project:
--Identify significant marketing problems
--Develop research questions or hypotheses
--Locate, review and critique scholarly literature and write up reviews of literature
--Select and execute an appropriate research method to study
Both qualitative and quantitative research methods are included in the course with special emphasis on the areas of focus group, interview, content analysis, survey, and observation. The goal of this course are to help students for: --Understanding the relationship between theory, knowledge and research
--Becoming familiar with basic concepts and principles of research design
--Reading, interpreting, and understanding the basic elements of published research papers
--Designing and writing a research proposal.
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