本課程內容安排區分約12個主題，第一階段將從民意調查與市場調查相關理論與調查方法作概括性的介紹，除了對民意及民意調查有深入的探討外，並嘗試對於實際民意及市場調查的過程與一些關鍵課題做一介紹。第二階段課程內容進一步著重於實際的調查企畫，問卷擬定，訪員訓練、管理，調查實施等實際應用的學習或介紹。整體課程安排目的，在使修課學生能透過課程，包涵民意調查及市場相關理論與調查方法概括性的介紹，瞭解民意與民主政治的重要關係，同時對於實務應用面的市場調查與民意調查能有進一步的認識，能夠培養區隔民意或市場調查的品質與瞭解其中關鍵，最終以培養能夠獨立規劃調查研究案為最終教學目標。The content of this course is divided into about 12 topics. The first stage will give a general introduction to the theories and survey methods related to public opinion polling and market research. In addition to an in-depth discussion of public opinion and public opinion surveys, it will also try to understand the actual public opinion and market. The investigation process and some key topics are introduced. The second stage course content further focuses on the learning or introduction of practical applications such as actual survey planning, questionnaire formulation, interviewer training, management, and survey implementation. The purpose of the overall course arrangement is to enable students to understand the important relationship between public opinion and democratic politics through the course, which includes a general introduction to public opinion polling and market-related theories and survey methods. At the same time, they can learn about the practical applications of market research and public opinion polling. With further understanding, it is possible to cultivate the quality of differentiating public opinion or market research and understand the key, and ultimately to cultivate the ability to independently plan investigation and research projects as the ultimate teaching goal.
陳陸輝 主 編 陳義彥、黃紀等合著，2016，民意調查研究，台北：五南。（最新版4版）
國立政治大學選舉研究中心/主編，2001，民意調查，（舊版）
上面二本原則上大致相同，後者為前者之延伸增修版，可以二擇 一。
Wolfgang Donsbach，：梁書寧翻譯，2012，民意與民調研究。台北：韋伯
Herbert Asher 著，陳陸輝 譯，2016，讀懂民調：讓公民變民調專家(2版)，台北：五南。ISBN：
9789571190273
Herbert Asher 著，陳陸輝、劉嘉薇、黃信豪、章榮明 譯，2008，解讀民意調查，台北：五南。
劉嘉薇，2016，臺灣民眾的媒體選擇與統獨立場，台北：五南。ISBN：9789571186382
游清鑫等著，2009，選舉預測，台北：五南。ISBN：9789571156149
蘇建州，2007，選舉民調中的非抽樣誤差與準確度評量，台北：秀威資訊。ISBN：
9789866732157
劉仁沛, 洪永泰, 蕭朱杏, 陳宏等著，2015，統計與生活（增訂版），台北國立臺灣大學出版中
心。ISBN：9789863500865
洪永泰，2014，誰會勝選？誰能凍蒜？：預知政治版圖，讓民調數字告訴你，台北：天下文
化。ISBN：9789863204527
廖達祺等著，2013，網路民主：台灣iVoter投票諮詢網站建置紀實，台北：五南。ISBN：
9789571171531
魏宏晉，民意與輿論：解構與反思。2008，台北：台灣商務印書館。
謝邦昌編著，2000，探索民意—民意調查技術之探索，台北：曉園。
賴世培等合著，2000，民意調查，台北：空中大學印行。
王石番，1995，民意理論與實務，台北：黎明。
黃紀等合著，2013，臺灣選舉與民主化調查（TEDS）方法論之回顧與前瞻，台北：五南。
查爾斯．惠倫，2013，聰明學統計的13又½堂課：每個數據背後都有戲，搞懂 才能做出正確判
斷，台北：先覺。
Thomas H. DAVENPORT, Jinho KIM原著，錢莉華譯，2015，輕鬆搞懂數字爆的料：不需 統計背
景，也能練就數據解讀力。台北：天下文化。
犬田充，2008，市場調查實務：獲取有效資訊的最佳途徑。台北：先鋒企管。ISBN：9789867945761
李元恕、丁美靜、王郁彬譯，Gary Armstrong, Philip Kotler原著，2018，行銷學(13版)。台北：華泰文化。ISBN：9789869531245
沈武賢，2014，市場調查：有效決策的最佳工具。台北：三民書局，ISBN：9789571459349
郭迺鋒、袁正達、熊漢琳、鄭國強、黃駿為、吳琇絹，2015，市場調查：實務與分析。台北：雙葉書廊。ISBN：9789865668136
楊和炳，2009，市場調查。台北：五南。ISBN：9789571151779
簡倍祥、萬恆、張殷，2014，圖解客戶問卷調查與統計分析技術：所有賺錢企業都要懂的事。台北：漢湘文化。ISBN：9789862253380
Chen Luhui, editor-in-chief, co-authored by Chen Yiyan, Huang Ji, etc., 2016, Public Opinion Survey Research, Taipei: Wunan. (Latest version 4)
National Chengchi University Election Research Center/Chief Editor, 2001, Public Opinion Survey, (Old Edition)
The above two books are basically the same in principle. The latter is an extended and revised version of the former. You can choose one of the two.
Wolfgang Donsbach, translated by Liang Shuning, 2012, Public Opinion and Polling Research. Taipei: Weber
Written by Herbert Asher, translated by Chen Luhui, 2016, Understanding Polls: Turning Citizens into Polling Experts (2nd Edition), Taipei: Wunan. ISBN:
9789571190273
Written by Herbert Asher, translated by Chen Luhui, Liu Jiawei, Huang Xinhao, and Zhang Rongming, 2008, Interpreting Public Opinion Surveys, Taipei: Wunan.
Liu Jiawei, 2016, Taiwanese People’s Media Choice and Unification and Independence, Taipei: Wunan. ISBN: 9789571186382
You Qingxin et al., 2009, Election Forecasting, Taipei: Wunan. ISBN: 9789571156149
Su Jianzhou, 2007, Non-sampling error and accuracy evaluation in election polls, Taipei: Showway Information. ISBN:
9789866732157
Liu Renpei, Hong Yongtai, Xiao Zhuxing, Chen Hong et al., 2015, Statistics and Life (Updated Edition), National Taiwan University Press, Taipei
Heart. ISBN: 9789863500865
Hong Yongtai, who will win in 2014? Who can freeze garlic? : Predict the political map and let the poll numbers tell you, Taipei: Tianwen
change. ISBN: 9789863204527
Liao Daqi et al., 2013, Internet Democracy: A Record of the Construction of Taiwan’s iVoter Voting Consultation Website, Taipei: Wunan. ISBN:
9789571171531
Wei Hongjin, Public opinion and public opinion: Deconstruction and reflection. 2008, Taipei: Taiwan Commercial Press.
Edited by Xie Bangchang, 2000, Exploring Public Opinion—Exploration of Public Opinion Polling Technology, Taipei: Xiaoyuan.
Lai Shipei et al., 2000, Public Opinion Survey, Taipei: Air University Press.
Wang Shifan, 1995, Public Opinion Theory and Practice, Taipei: Liming.
Huang Ji et al., 2013, Review and Prospect of Methodology of Taiwan Election and Democracy Survey (TEDS), Taipei: Wunan.
Charles. Whalen, 2013, 13 and a half lessons on learning statistics smartly: There is a story behind every data, only by understanding it can you make correct judgments
Duan, Taipei: Xianjue.
Thomas H. DAVENPORT, original work by Jinho KIM, translated by Qian Lihua, 2015, easy to understand the data of digital explosion: no need to memorize statistics
Scenery can also help you develop your data interpretation skills. Taipei: Tianxia Culture.
Mitsuru Inuda, 2008, Market Research Practice: The Best Way to Obtain Effective Information. Taipei: Pioneer Business Management. ISBN: 9789867945761
Translated by Li Yuanshu, Ding Meijing, and Wang Yubin, originally written by Gary Armstrong and Philip Kotler, 2018, Marketing (13th Edition). Taipei: Huatai Culture. ISBN: 9789869531245
Shen Wuxian, 2014, Market research: the best tool for effective decision-making. Taipei: Sanmin Book Company, ISBN: 9789571459349
Guo Naifeng, Yuan Zhengda, Xiong Hanlin, Zheng Guoqiang, Huang Junwei, Wu Xiujuan, 2015, Market Research: Practice and Analysis. Taipei: Shuangye Bookstore. ISBN: 9789865668136
Yang and Bing, 2009, market research. Taipei: Wunan. ISBN: 9789571151779
Jian Beixiang, Wan Heng, and Zhang Yin, 2014, Illustrated customer questionnaire survey and statistical analysis technology: things that all profitable companies need to know. Taipei: Hanxiang Culture. ISBN: 9789862253380
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期末考或期末報告期末考或期末報告 Final exam or final report |
50 | |
| 課堂參與課堂參與 class participation |
50 |
