This course aims to understand the importance of marketing research and learn about how to apply it to practical situation. To execute appropriate decision making as a leader or a manager, you learn the entire systematic process of marketing research: Data Identification, Data Collection, Data Analysis, and Information Use, where clarifying marketing problems is the most important. For deeper understanding, this course deals with marketing research from the perspectives of both the research process and the research methods.
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第1回
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Outline of the marketing activities
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We review the basic activities of marketing, since the marketing research is included in marketing.
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第2回
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Overall process of the marketing research
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We define and classify marketing research. We discuss the nature and scope of marketing research and explain its role in decision support systems.
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第3回
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Research design
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A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
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第4回
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Exploratory research design
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Research designs can be broadly classified as exploratory or conclusive. You learn about exploratory research design.
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第5回
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Descriptive research design
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We focus on the major methods employed in descriptive research design: survey and observation.
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第6回
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Measurement and Scaling
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Measurement means assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules. Scaling may be considered an extension of measurement. Scaling involves creating a continuum upon which measured objects are located.
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第7回
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Questionnaire and form design
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A questionnaire is a formalized set of questions for obtaining information from respondents. It must translate the information needed into a set of specific questions that the respondents can and will answer.
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第8回
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Case Study
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Case: Subaru: “Mr. Survey” Monitors Customer Satisfaction
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第9回
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Sampling: design and procedures
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Sampling design begins by specifying the target population. The target population must be defined precisely, in terms of elements, sampling units, extent, and time.
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第10回
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Fieldwork and data preparation, PC setting
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You learn the nature of fieldwork, fieldwork process, and the data preparation process.
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第11回
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Data analysis: theory and practice (1)
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Once the data have been prepared for analysis, the researcher should conduct some basic analysis. This session gives basic data analysis, including frequency distribution, cross-tabulation, and hypothesis testing.
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第12回
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Data analysis: theory and practice (2)
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Once the data have been prepared for analysis, the researcher should conduct some basic analysis. This session gives basic data analysis, including frequency distribution, cross-tabulation, and hypothesis testing.
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第13回
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Data analysis: theory and practice (3)
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Once the data have been prepared for analysis, the researcher should conduct some basic analysis. This session gives basic data analysis, including frequency distribution, cross-tabulation, and hypothesis testing.
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第14回
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Analysis of variance
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In this session, we discuss procedures for examining differences between more than two means (groups or variables).
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第15回
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Report preparation and Presentation
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You finally learn the report and its presentation.
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※AL（アクティブ・ラーニング）欄に関する注
・授業全体で、AL（アクティブ・ラーニング）が占める時間の割合を、それぞれの項目ごとに示しています。
・A〜Dのアルファベットは、以下の学修形態を指しています。
【A：グループワーク】、【B：ディスカッション・ディベート】、【C：フィールドワーク（実験・実習、演習を含む）】、【D：プレゼンテーション】
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