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本頁翻譯進度

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審定:無
翻譯:何穎(簡介並寄信)
編輯:王介宙(簡介並寄信)



作業 課程單元
1 第一堂課後無作業。課後請閱讀《INC雜誌》上(從98年7月期開始)有關質化方法的文章“新型市場研究”,文章網址:www.inc.com/incmagazine/article/0,,ART964,00.html
There is no assignment for the first class. After the class, you might check out the Inc. article (from 7/1/98) on qualitative methods "The New Market Research," available at:
www.inc.com/incmagazine/article/0,,ART964,00.html

你還可以閱讀文章“花一天在你顧客的生活上”。
You can also read "Spend a Day in the Life of your Customer".
2 作業2 繳交(PDF)
Assignment 2 Due (PDF)
3 客座講座:Robert Klein,應用行銷科學公司總裁
Guest Lecture: Robert Klein, President, Applied Marketing Science, Inc.

Klein先生領導著一個處於領先地位的市場研究公司。他的公司開發出一套非常成功的專利——研究顧客之聲方法(Vocalyst™)。講座中他將對此方法進行介紹。課前準備,閱讀哈佛商學院出版的“瞭解使用者的需求”及頂尖醫療設備提供商Puritan – Bennett運用了Vocalyst™方法的“Renaissance肺活量測量系統”文章 。
Mr. Klein heads a leading market research company, which has developed a very successful proprietary Voice of the Customer methodology (Vocalyst™). He will discuss this in class. As preparation, read the HBS reprint "Understanding User Needs," and the article "Puritan - Bennett - The Renaissance Spirometry System," which uses Vocalyst™.

公司網站:http://www.ams-inc.com/
Check out their site: http://www.ams-inc.com/

Vocalyst介紹網址:http://www.ams-inc.com/whatwedo/vocalyst.htm
Vocalyst is described at: http://www.ams-inc.com/whatwedo/vocalyst.htm

注意:顧客之聲活動的訪問大綱要在上課前繳交(每組一份)。在準備大綱的時候,可以參考本課材料中所附的一份有“專業水準”的訪問大綱(由三名前屆學生所提供的),你們繳交的大綱不需要如此詳盡。
Note - the interview guide for the VOC exercise is due in class (1 per team). In preparing your guide, you can take a look at a 'professional quality' interview guide in the course packet (submitted by three former students). Your guide doesn't need to be as elaborate.
4 個人作業:按照消費者行為練習(A-F)中的要求進行並記錄一次一對一顧客訪談。此練習總共有六個版本(A,B,C,D,E,F),每位學生應在九月開學時收到其中一個版本。此練習(a)可以讓你為為你的作業進行訪談前 有練習的機會;(b)提供優秀的討論大綱樣本;(c)可讓你體驗在訪談中會探索的特定內容。
Individual Assignement: Conduct and write-up a one-on-one customer interview, as described in Consumer Behavior Exercise (A-F). There are six different version of this exercise (A,B,C,D,E,F), and everyone should have received one particular version in September. The exercise will (a) give you a chance to practice interviewing before you do it for the project; (b) give examples of good discussion guides; (c) give you a feel for typical content that might be explored in an interview.

課堂時間將全部用於討論交流你在顧客訪談中的領悟。
The class will be devoted entirely to the discussion of what you have learned in the interviews.

小組專案作業:訪問大綱繳交
Project Group Assignment: Interview guide due.
5 客座講座:Jim Ferry ,波士頓創新集團(BIG)總裁
Guest Lecture: Jim Ferry, President, Boston Innovation Group (or BIG).

Ferry 先生是波士頓地區一位探索性市場研究的頂尖從業者,同時他也是一位專業的焦點小組訪問主持人。Ferry 先生個人網站:http://www.capecod.net/big/
Mr. Ferry is one of the leading practitioners of exploratory market research in the Boston area, and is also a professional focus group moderator. You can check out his website at: http://www.capecod.net/big/

我們將在課堂上進行一些探索性研究/想法衍生練習。
We will do several exploratory research/idea generation exercises in class.
6 焦點小組訪談是被最廣泛應用(幾乎被濫用)的質化市場研究方法。我們將在課堂上花時間探討此方法的利弊。
Focus groups are the most widely used (and abused) qualitative market research method. We will spend the hour discussing the pro-s and con-s of focus groups.

閱讀波士頓反毒品計畫(A)案例。思考以下課堂討論的問題:
Read the case Boston Fights Drugs (A). Think about the following questions for class discussion:
你對此計畫的關於毒品濫用的研究“模式”的看法為何?
What did you think of the team's "model" for drug abuse?
你對此預先篩選問卷的設計和焦點小組訪談草案的瞭解為何?
What do you make of the design of the pre-screening questionnaire and the focus group interview protocols?
此案例中有無數據支持在個案資料中第十頁的小組結論嗎?
Are there data in the exhibits to support the team's conclusions on p. 10 of the case?
此案例可以用一對一訪談來替代焦點小組訪問嗎?
Should they have used one-on-one interviews instead of focus groups?

為了焦點小組方法的順利拓展,請閱讀“焦點群體”一書。
For a neat extension of focus group methodology, read "Focus Troops."
7 觀察方法。 閱讀《速成公司》雜誌上的文章〈行銷的未來著眼於你〉,文章網址:http://www.fastcompany.com/online/05/elab.html
Observational methods. Read the article "The Future of Marketing Is Looking at You" from Fast Company, on its website: http://www.fastcompany.com/online/05/elab.html

此文章講述一家主要依靠觀察和顧客群體調查、具有創新精神的顧問公司E-labs的事蹟(該公司最近被Sapient公司收購)。
The article describes E-labs, an innovative consulting company that mostly relies on observation and ethographic methods (they have recently been acquired by Sapient).
8 此節課我們將專注于將“顧客之聲”轉換成顧客需求。在“從心聲到選擇,步驟R16”中已提供所需的基本方法。每一位小組成員需攜帶記錄本組“顧客之聲”的即時貼出席,我們會提供活頁紙和麥克筆。
We will spend the class translating customer voices into requirements. The basic method is given in Voices into Choices Step R16. Each team member should come to class with their voices on Post-It notes. We will provide flip-chart paper and magic markers.

小組專案作業:訪談的抄錄繳交
Project group assignment: Interview transcripts due.
9 此節課,我們將探討如何利用“顧客之聲”來進行新產品的創意及概念開發,並觀看有關IDEO設計公司的短片。
We will look at how the customer's voices can be used to generate ideas and concepts for new products, and view a short video on the IDEO design company.

閱讀〈移情設計點燃創新靈感〉,並流覽從心聲到選擇,步驟18和19。你也可以看一下IDEO公司網站上的文章,網址如下www.ideo.com/media/info.asp?x=2
Read "Spark innovation through empathic design," and skim Voices into Choices Steps 18 and 19. You might also look at articles on IDEO from their website, www.ideo.com/media/info.asp?x=2.

〈給創新銷售商的一袋子技術秘訣〉,《紐約時報》,99年2月號(頁面底部)
"For a Seller of Innovation, a Bag of Technotricks" NYTimes, 2/1/99 (bottom of page).
〈在沒有大寫D的設計中制勝〉,《泰晤士報》,網址如下:
"A success in design minus the capital D " From the London Times
www.ideo.com/media/times.asp.

〈為趣味和利潤而創新〉,《UPSIDE雜誌》,2000年3月10日號
"Innovation for Fun and Profit." Upside Magazine, March 10, 2000.
10 顧客在訂價上的心聲。這是我最感興趣的研究領域。我們將探討顧客在訂價結構和安排中的“真正”願望。
The Customer's Voice on Pricing. This is an area of special research interest to me. We will discuss what customers "really" want from pricing structures and arrangements.
11 期末簡報
Final Presentations
12 期末簡報
Final Presentations
小組專案作業:專案報告繳交(PDF)
Project Group Assignment: Project Report Due (PDF)
13 11/14 問題組(PDF)
11/14 Problem Set (PDF)

 
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