| 授業名 | Consumer Research |
|---|---|
| Course Title | Consumer Research |
| 担当教員 Instructor Name | Qin Dan |
| 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 | 2024 UG Nisshin Term3 |
| コード Couse Code | NUC420_N24B |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
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.
授業の目的（意義） / Importance of this course
This course introduces foundations of consumer research. This course is essential and only recommended for students who plan to pursue a research-based graduate degree in the future.
学修到達目標 / Achievement Goal
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
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)
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: experiments and formal models.
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 % |
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
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. 1Introduction to the importance of consumer research
●使用するケース
Lemonade: Delighting Insurance Customers with AI and Behavioural Economics, IN1673-PDF-ENG第2日（Day2）
Case study No. 2The importance of experiments
●使用するケース
Booking.com, 619015-PDF-ENG第3日（Day3）
Case study No. 3More 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
第4日（Day4）
Group project●使用するケース
Same as day 3第5日（Day5）
Case study No.4Chanllenges of understanding behavior
●使用するケース
Freemark Abbey Winery (Abridged), 606004-PDF-ENG第6日（Day6）
Case study No. 5Neoclassical and behavioral models of consumer behavior 1
●使用するケース
Determinstic models of consumer behavior, original case第7日（Day7）
Case study No. 6Neoclassical and behavioral models of consumer behavior 2
●使用するケース
Stochastic models of consumer behavior, original case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 | 75 % |
| クラス貢献度合計 Class Contribution Total | 75 % |
| 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 | 25 % |
| 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
- 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
I have modified the course accordingly.
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
- (2026) Personal equilibrium and random choice. Theory and Decision
- (2025) Understanding Consumer Behavior. NUCB Business Review 2025
- (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