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 classroom lectures, case discussions and after-class exercises, students will:
(1) Have a preliminary understanding and mastery of relevant scientific literature and research paradigms in marketing research
(2) Have a relatively comprehensive understanding of the basic steps and methods of marketing research
(3) Be able to use the research methods and knowledge learned to design research plans for relevant 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 (7th edition)
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 interim report |
40 | |
| 期末報告期末報告 Final report |
50 |
