| 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 |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2020 UG Nisshin Term2 |
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 which covers models of consumer behavior and statistical toolkit of analyzing and predicting consumptions.
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
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
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
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 % |
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 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）
IntroductionStandard 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 effectEverything 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。
*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
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
- (2024) Differentiating roles of the reference alternative. Games and Economic Behavior
- (2024) A simple model of two-system choice. Journal of Mathematical Economics
- (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