| 授業名 | Introduction to BBA (Marketing Research) |
|---|---|
| Course Title | Introduction to BBA (Marketing Research) |
| 担当教員 Instructor Name | Qin Dan |
| コード Couse Code | NUC315_N20A |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | BSc |
| 開講情報 Terms / Location | 2020 UG Nisshin Term1 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
Marketing research is a process of understanding consumer behavior, collecting information about consumption patterns, and making predictions about future consumptions. Marketing research provides information and analytical assistance for marketing managers to make sound marketing decisions. This is an introductory level marketing research course that covers both standard and behavioral models of the consumer.
到達目標 / Achievement Goal
本授業の該当ラーニングゴール Learning Goals
*本学の教育ミッションを具現化する形で設定されています。
LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
受講後得られる具体的スキルや知識 Learning Outcomes
Learning Outcomes (key takeaways for the students when they complete this course)
Upon the completion of this course, students are expected to
1. Understand different factors (in addition to price and quality) influencing consumer choice
2. Make qualitative predictions of marketing strategy
Upon the completion of this course, students are expected to
1. Understand different factors (in addition to price and quality) influencing consumer choice
2. Make qualitative predictions of marketing strategy
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 70 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 5 % |
| フィールドメソッド Field Method | 25 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
The course involves discussion and interactive activities. Active participation in class is expected and encouraged.
授業スケジュール Course Schedule
第1日（Day1）
IntroductionConsumer as preference maximizer
第2日（Day2）
Limitation of the standard modelBeyond price and quality
第3日（Day3）
Everything is relativeStatus-quo bias
The power of ownership
第4日（Day4）
When more can be lessThe importance of attracting attention
第5日（Day5）
Price and quality revisitedThe fallacy of price-demand relationship
第6日（Day6）
Consumer choice over risky product第7日（Day7）
Survey methodRecap
成績評価方法 Evaluation Criteria
*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 0 % |
| 授業内での挙手発言 Class Contribution | 70 % |
| クラス貢献度合計 Class Contribution Total | 70 % |
| 予習レポート Preparation Report | 0 % |
| 小テスト Quizzes / Tests | 0 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 30 % |
| 期末試験 Final Exam | 0 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
教科書 Textbook
- Ariely D「Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions (The textbook is not necessary for this course)」Harper Perennial（2010）9780061353246
参考文献・資料 Additional Readings and Resource
Solomon “Consumer Behavior: Buying, Having, and Being, Global Edition, 12/E” Pearson (2016） 9781292153100
授業調査に対するコメント Comment on Course Evaluation
N/A
担当教員のプロフィール About the Instructor
2015年早稲田大学経済学研究科博士後期終了。同年に早稲田大学より博士（経済学）を取得。その後、早稲田大学政治経済学部助手、東北大学経済学研究科准教授を経て、２０２０年より本学に着任。
Dr. Dan Qin is Associate Professor at NUCB. He received his Ph.D. in economics from Waseda University. He joined NUCB in 2020 after working as research associate at Waseda University and associate professor at Tohoku University. His main fields of interest are microeconomic theory and behavioral economics.
Refereed articles
1. Qin D (2021) "A Note on Numerical Representations of Nested System of Strict Partial Orders", Games (ABDC B)
2. Qin D (2021) “Exclusive reference dependent choice”, Economics Letters (ABDC A)
3. Qin D (2019) “A note on reference-dependent choice with threshold representation”, B.E. journal of theoretical economics (ABDC A)
4. Qin D (2018) “On reference-dependent shortlisting behavior”, B.E. journal of theoretical economics (ABDC A)
5. Qin, D (2017), “Partially dominant choice with transitive preferences", Economic theory bulletin (ABDC B)
6. Qin, D and Ryan M (2016), “Rationalizability of Plott-Consistent Choice Functions: A Corrigendum", Social choice and welfare (ABDC A)
7. Qin, D (2015a), “On justifiable choice functions over opportunity sets", Social choice and welfare (ABDC A)
8. Qin, D (2015b), “On S-independence and Hansson’s external independence", Theory and Decision (ABDC A)
9. Qin, D (2014a), “Refining the information function method: Instrument and application", Czech Economic Review (ABDC C)
10. Qin, D (2014b), “Aggregating quasi-transitive preferences: a note", Economics Bulletin (ABDC C)
11. Qin, D (2014c), “A note on justifiable preferences over opportunity sets", Economics Bulletin (ABDC C)
Research grants as principal investigator
[1]Grant-in-Aid for Young Scientist, JSPS, “A study on reference-dependent choice procedures with endogenously determined reference(s)",18K12739
[2]Grant-in-Aid for Young Scientist (B), JSPS, “Behavioral and welfare implications of reference- dependent shortlisting behavior",16K17091
Refereed Articles
- (2021) A Note on Numerical Representations of Nested System of Strict Partial Orders. Games
- (2021) Exclusive shortlisting choice with reference. Economics Letters
- (2020) A Note on Reference-Dependent Choice with Threshold Representation. The B.E. journal of theoretical economics
- (2017) Partially dominant choice with transitive preferences. Economic Theory Bulletin volume
- (2017) On reference dependent shortlisting behavior. The B.E. journal of theoretical economics