◎ 課程目標
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數據之能力。
4. 瞭解如何從市場相關數據資料擷取資訊進行分析。
5. 熟習運用 SAS Enterprise Guide（EG）進行問卷資料之統計分析。
◎ 課程設計
本課程由兩位老師合授：侯志遠老師為市場調查實務業師，負責市場調查流程之研究方法與實務技能，並輔導各組完成一項市場調查專案；黃延聰老師負責統計軟體 SAS Enterprise Guide 之教授，協助各組以 EG 分析問卷資料。透過下列方式，建立修課同學以 SAS EG 進行市調資料分析的觀念與技能：
• 課堂講授：侯老師講授市場調查觀念與流程、各項研究與分析工具；黃老師講授並示範 SAS EG 操作。
• 市場調查個案研討：針對市調個案進行研討，訓練同學的應用知識與技能。
• 分析預覽：於問卷設計前，先以示範資料走查「問卷→分析→輸出」，並搭配分析計畫表（Dummy Table）練習，讓同學以終為始、設計出更易分析的問卷。
• 市場調查實做專案：各組鎖定一家企業或一個市場，發掘其行銷問題，提出並執行市場調查方案，實地蒐集資料、分析、提供決策資訊，每週報告進度。
• SAS EG 實作：先以「咖啡示範資料」帶領操作，再由各組以自有問卷資料完成分析，並搭配四份課堂作業。

◎ Course objectives
1. Establish the ability to explore and analyze market and corporate marketing issues.
2. Develop the ability to conduct market research and design on practical marketing issues.
3. Learn the ability to collect market data through questionnaire survey method.
4. Understand how to extract information from market-related data for analysis.
5. Be familiar with using SAS Enterprise Guide (EG) for statistical analysis of questionnaire data.
◎ Course design
This course is co-taught by two teachers: Mr. Hou Zhiyuan is a market research practitioner, responsible for the research methods and practical skills of the market research process, and guides each group to complete a market research project; Mr. Huang Yancong is responsible for teaching the statistical software SAS Enterprise Guide, assisting each group in analyzing questionnaire data with EG. Through the following methods, students taking the course will be able to develop their concepts and skills in conducting market research data analysis using SAS EG:
• Classroom lectures: Mr. Hou teaches market research concepts and processes, various research and analysis tools; Mr. Huang teaches and demonstrates SAS EG operations.
• Market research case study: conduct research on market research cases to train students in applied knowledge and skills.
• Analysis preview: Before designing the questionnaire, first go through "Questionnaire → Analysis → Output" with the sample data, and practice with the analysis plan (Dummy Table), so that students can start with the end in mind and design a questionnaire that is easier to analyze.
• Market research implementation project: Each team focuses on a company or a market, explores its marketing problems, proposes and implements market research plans, collects and analyzes data on the spot, provides decision-making information, and reports progress weekly.
• SAS EG implementation: First, the "Coffee Demonstration Data" is used to lead the operation, and then each group completes the analysis with its own questionnaire data, and is paired with four classroom assignments.

• 以自編教材（含咖啡示範市調資料與 SAS EG 操作講義）為主。
• 參考資料如下：
1. Hair, J. F., Jr., Ortinau, D. J., & Harrison, D. E. (2024). Essentials of Marketing Research (4th ed.). McGraw-Hill（華泰文化代理）。
2. Malhotra, N. K. (2020). Marketing Research: An Applied Orientation (7th ed.). Pearson。
3. 彭昭英、唐麗英（2021）。SAS 1-2-3（第九版）。台北：儒林圖書。
4. 市調公司：東方線上 isurvey（http://www.isurvey.com.tw/）。
5. 圖書館資料庫：東方消費者行銷資料庫（E-ICP）。

• Mainly self-compiled teaching materials (including coffee demonstration market research materials and SAS EG operation handouts).
• References are as follows:
1. Hair, J. F., Jr., Ortinau, D. J., & Harrison, D. E. (2024). Essentials of Marketing Research (4th ed.). McGraw-Hill (Huatai Culture Agency).
2. Malhotra, N. K. (2020). Marketing Research: An Applied Orientation (7th ed.). Pearson.
3. Peng Zhaoying, Tang Liying (2021). SAS 1-2-3 (9th ed.). Taipei: Rulin Books.
4. Market research company: Oriental Online isurvey (http://www.isurvey.com.tw/).
5. Library database: Eastern Consumer Marketing Database (E-ICP).