1. 建立市場與企業行銷問題之發掘與分析能力。
2. 培養針對實務行銷問題進行市場調查設計之能力。
3. 學習透過問卷調查法蒐集市場上數據之能力。
4. 瞭解如何透過市場相關數據資料擷取資料進行分析。
5. 熟習運用SAS統計軟體進行統計分析。
1. Establish market and enterprise marketing problems discovery and analytical capabilities.
2. Cultivate the ability to conduct market surveys and designs for practical marketing issues.
3. Learn the ability to capture data at the market through questionnaire survey methods.
4. Learn how to retrieve data through market-related data for analysis.
5. Be familiar with using SAS statistical software for statistical analysis.
● 自編教材
● 參考教科書
林呈昱（2019）。行銷研究：大數據與傳統行銷工具的結合（第一版），台北：華泰文化。
Malhotra, N. K. (2020). Marketing research: an applied orientation (7th ed.). Pearson.
● SAS統計軟體操作手冊
彭昭英、唐麗英（2021）。SAS 1-2-3（第九版）。台北：儒林圖書。
● 其他參考資料
市調公司：東方線上isurvey http://www.isurvey.com.tw/
圖書館資料庫：東方消費者行銷資料庫 （E-ICP, Eastern Integrated Consumer Profile） http://www.lib.thu.edu.tw/resource/edb/edb_index.htm
● Self-edited textbooks
● Reference to textbooks
Lin Chengyu (2019). Marketing Research: The Combination of Large Data and Traditional Marketing Tools (First Edition), Taipei: Huatai Culture.
Malhotra, N. K. (2020). Marketing research: an applied orientation (7th ed.). Pearson.
● SAS static software operation manual
Peng Zhaoying, Tang Liying (2021). SAS 1-2-3 (9th edition). Taipei: Rulin Book.
● Other reference materials
Municipal Commission Company: Oriental Online Isurvey http://www.irivey.com.tw/
Library Database: Eastern Consumer Market Database (E-ICP, Eastern Integrated Consumer Profile) http://www.lib.thu.edu.tw/resource/edb/edb_index.htm
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時作業（如個案研討、作業、自主學習）平時作業（如個案研討、作業、自主學習） Normal work (such as case study, operation, independent learning) |
20 | |
| 期中提案報告期中提案報告 Midterm proposal report |
20 | |
| 期末結案報告期末結案報告 Final period conclusion report |
40 | |
| 課堂表現與參與課堂表現與參與 Class presentation and participation |
20 |
