通過課堂講授、案例討論和課後練習，使學生：
（1） 對行銷研究的有關科學文獻和研究範式有一初步瞭解和掌握
（2） 對行銷研究的基本步驟和方法有一比較全面的瞭解
（3） 能夠針對有關市場行銷問題，運用所學的研究方法與知識設計研究方案。Through class lectures, case discussions and post-school practice, students are allowed to:
(1) Have a preliminary understanding and mastery of relevant scientific literature and research formats in marketing research
(2) Have a more comprehensive understanding of the basic steps and methods of marketing research
(3) Be able to use the research methods and knowledge design research plans learned for related market marketing issues.
Marketing Research: An Applied Orientation（7版）
作者： Naresh K. Malhotra
出版社：華泰文化
Marketing Research: An Applied Orientation (version 7)
Author: Naresh K. Malhotra
Publisher: Huatai Culture
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂參與課堂參與 Class Participation |
10 | |
| 期中報告期中報告 Midterm Report |
40 | |
| 期末報告期末報告 Final report |
50 |
