シラバス Syllabus

授業名 Consumer Research
Course Title Consumer Research
担当教員 Instructor Name Qin Dan
コード Couse Code NUC408_N22B
授業形態 Class Type 講義 Regular course
授業形式 Class Format On Campus
単位 Credits 2
言語 Language EN
科目区分 Course Category 専門教育科目 / Specialized Subject
学位 Degree BBA
開講情報 Terms / Location 2022 UG Nisshin Term3

授業の概要 Course Overview


This course assists students to foster a "Frontier Spirit", and helps students build a solid foundation on consumer research and prepare them for graduate studies.
This course introduces foundations of consumer research. This course is essential for students who plan to pursue a research-based graduate degree in the future.
Upon the completion of this course, students will be able to understand basic methods in consumer research:
1. Model building
2. Behavioral pattern identification
3. Experimental test

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
LG5 Business Perspectives (BSc)
LG6 Managerial Perspectives (BBA)
LG7 International Perspectives (BA)

受講後得られる具体的スキルや知識 Learning Outcomes


By taking part in this course, students will obtain a deep understanding of recent results and methods in consumer research.

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 4 質の高い教育をみんなに(Quality Education)

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 40 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 60 %
フィールドメソッド Field Method 0 %
合計 Total 100 %

学習方法、レポート、課題に対するフィードバック方法 Course Approach, Report, Feedback methods

This course includes discussion, in-class reading, and group works. This course is self-contained yet demanding, for students are expected to understand and provide complex mathematical and logical arguments.

授業スケジュール Course Schedule

第1日(Day1)

Case study No. 1
Compexity of decision making

●使用するケース
Freemark Abbey Winery (Abridged), 606004-PDF-ENG

第2日(Day2)

Case study No. 2
The importance of understanding behavior

●使用するケース
Lemonade: Delighting Insurance Customers with AI and Behavioural Economics, IN1673-PDF-ENG

第3日(Day3)

Case study No. 3
Neoclassical model of consumer behavior

●使用するケース
Original case 1

第4日(Day4)

Case study No. 4
Salience in consumer choice

●使用するケース
Original case 2

第5日(Day5)

Case study No. 5
Reference-dependent models of consumer behavior

●使用するケース
Original case 3

第6日(Day6)

Case study No. 6
Experiment method

●使用するケース
Behavioural Insights Team (A), 915024-PDF-ENG
(In-class) Behavioural Insights Team (B), 915025-PDF-ENG

第7日(Day7)

Case study No. 7
More on experiments

●使用するケース
Dare to Experiment: The Scientific Approach to Consumer Behavior, UV8110-PDF-ENG
(In-class) To Understand Consumer Behavior, Think Like a Marketplace Scientist, UV7302-PDF-ENG

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。
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

使用ケース一覧 List of Cases

    ケースは使用しません。

教科書 Textbook

  • N/A「Casebook」N/A(N/A)

参考文献・資料 Additional Readings and Resource

An Introduction to Decision Theory, Martin Peterson, Cambridge University Press, 2nd edition (April 4, 2017), 978-1316606209

授業調査に対するコメント Comment on Course Evaluation

This is a new course.

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






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