MIT OpenCourseWare


» 進階搜尋
 課程首頁
 教學大綱
 教學時程
 相關閱讀資料
 課堂講稿
 作業
 下載課程

教學大綱


本頁翻譯進度

燈號說明

審定:無
翻譯:何穎(簡介並寄信)
編輯:王介宙(簡介並寄信)

教材

推薦:

E. F. McQuarrie,《顧客拜訪:建立更好的市場焦點》(Customer Visits: Building a Better Market Focus), Newbury Park市, Sage出版社, 1993年。(該書寫得很好,主題稍微有些專業,但是許多觀點仍關注於一般的質化研究方法)。

如果你需要一本優秀的行銷研究參考用書,Churchill的《行銷研究》(Marketing Research)將是一個不錯的選擇。它擁有(幾乎包含)所有行銷研究知識。此書也是課程15.822的教學用書。

Gilbert A.Churchill,《行銷研究》(Marketing Research),第六版, 芝加哥: The Dryden Press出版社, 1996年。[優點:廣泛、嚴謹,缺點:枯燥、昂貴]。

Donald R.Lehmann著《市場研究和分析》(Market Research and Analysis),第三版, 伊利諾州Homewood市: Irwin出版社, 1989年。[優點:寫作頗佳、敏銳,缺點:幾乎沒有涉及質化方法]



軟體

你需要為你的訪談準備一部錄音機

小組作業(每組3-4人)

行銷研究很難從課本中學到,因此該課程的主要部分是一個以調查為基礎的小組作業。此作業分為7個任務,與7週課程相互配合:
  1. 選擇一個主題並制訂研究計畫。
  2. 為顧客訪談做準備。
  3. 進行顧客訪談並錄音。
  4. 抄錄顧客訪談內容,並識別顧客陳述或“顧客之聲”。
  5. 詮釋或“提煉“顧客之聲,並對其組織成為有上下關連的關係。
  6. 在顧客之聲的基礎上提出新觀點或解決方法。
  7. 寫作研究報告。

市調的典型問題涉及到瞭解新市場中的消費者觀點。只要遵循以上步驟,你就有許多選擇任務的自由。



評分

小組作業: 50%
課堂參與: 50%

研究報告課堂繳交。



Text

Recommended:

McQuarrie, E. F. Customer Visits: Building a Better Market Focus. Newbury Park, Sage, 1993. [Very well written; the topic is somewhat specialized, but many of the points apply to qualitative research in general.]

If you want need a good marketing research reference text you might invest in Churchill's Marketing Research. It has everything (almost). Also, Churchill is the required textbook for 15.822.

Churchill, Gilbert A. Marketing Research, 6th Edition, Chicago: The Dryden Press, 1996. [Plus: Comprehensive and precise. Minus: Dry, expensive.]

Lehmann, Donald R. Market Research and Analysis. 3rd Edition, Homewood, IL: Irwin, 1989. [Plus: Well written, sensible. Minus: Virtually no coverage of qualitative methods.]



Software

You will need a tape recoder for your interviews.

Group Project (3-4 students per project)

This material is tough to learn from a textbook. Therefore, a major element of the course is a survey-based group project. It breaks down into seven tasks, which roughly coordinated with the seven weeks of the course:
  1. Selecting a topic and formulating a research plan
  2. Preparing for customer interviews
  3. Conducting and taping interviews
  4. Transcribing the interviews and identify customer statements or "voices"
  5. Interpreting or "scrubbing" the voices, and organizing into a hierarchy
  6. Proposing a new concept or solution based on the voices
  7. Writing the research report

A typical problem involves understanding the customers' perspective in a new market. You will have a lot of freedom in choosing the problem, as long as it allows application of all of the steps.



Grading

Group Project: 50%
Class Participation: 50%

Project reports are due in class.



 
MIT Home
Massachusetts Institute of Technology Terms of Use Privacy