シラバス Syllabus

授業名 Marketing Research
Course Title Marketing Research
担当教員 Instructor Name Qin Dan
コード Couse Code NUC420_N20A
授業形態 Class Type 講義 Regular course
授業形式 Class Format
単位 Credits 2
言語 Language EN
科目区分 Course Category
学位 Degree BBA
開講情報 Terms / Location 2020 UG Nisshin Term2

授業の概要 Course Overview


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 which covers models of consumer behavior and statistical toolkit of analyzing and predicting consumptions.

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

受講後得られる具体的スキルや知識 Learning Outcomes


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
3. Understand basic issues regarding survey design

SDGsとの関連性 Relevance to Sustainable Development Goals

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 30 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 70 %
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

The course involves case studies, group discussions, and interactive activities. Case readings are assigned for each class. Active participation in class is expected and required. Students are expected to spend no less than 2 hours in preparation before each session.

授業スケジュール Course Schedule

第1日(Day1)

Introduction
Standard model: rationality hypothesis


●使用するケース
Marketing analysis toolkit: Pricing and Profitability Analysis, Harvard Business School, CCJB-HBS-511028

第2日(Day2)

The limits of rationality hypothesis


●使用するケース
Bank tellers, Fighter pilots, and the limits of rationality, Harvard Business Press, CCJB-HBS-3937BC

第3日(Day3)

Attraction effect
Everything is relative
Status-quo bias: the effect of ownership


●使用するケース
Case for brand loyalty, Harvard Business School, CCJB-HBS-598023

第4日(Day4)

Cognitive constraints and the importance of attracting attention


●使用するケース
Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch, Harvard Business School, CCJB-INS-5334

第5日(Day5)

The fallacy of price-demand relationship

●使用するケース
Freemium Pricing at Dropbox, Harvard Business School,CCJB-HBS-514053

第6日(Day6)

Consumer behavior over risky product

●使用するケース
Massachusetts Lottery, Harvard Business School, CCJB-HBS-590009

第7日(Day7)

Conducting survey


●使用するケース
Research methods in Marketing: Survey research, Harvard Business School, CCJB-HBS-582055

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 50 %
クラス貢献度合計 Class Contribution Total 50 %
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 50 %
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

  • 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






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