| 授業名 | Marketing Research |
|---|---|
| Course Title | Marketing Research |
| 担当教員 Instructor Name | Qin Dan |
| コード Couse Code | NUC425_N24A |
| 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 Term2 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
This course assists students to foster a "Frontier Spirit", and helps students to better understand the nature of human behavior, building up a basis for ethical and efficient business decision making.
授業の目的（意義） / Importance of this course
Marketing research is a process of understanding consumer behavior and summarizing tractable patterns of consumer behavior. Marketing research provides information and analytical assistance for marketing managers to make sound marketing decisions. We will introduce and analyze typical consumer behavioral patterns.
到達目標 / Achievement Goal
Upon the completion of the course, students are expected to be able to:
• Understand factors that can affect consumer behavior.
• Make predictions of consumer behavior by taking into account various factors beyond price and quality.
• Design strategies in the market place based on behavioral patterns studied in the course.
• Understand factors that can affect consumer behavior.
• Make predictions of consumer behavior by taking into account various factors beyond price and quality.
• Design strategies in the market place based on behavioral patterns studied in the course.
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
LG5 Business Perspectives (BSc)
LG6 Managerial Perspectives (BBA)
LG7 International Perspectives (BA)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
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
Students are expected to better understand the cognitive factors and biases that influence the behavior. They will be able to identify behavioral patterns and predict consumer behavior.
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 | 10 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 90 % |
| 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 discussion, 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）
Case study No. 1Experimental method and rationality
●使用するケース
Behavioural Insights Team (A), 915024-PDF-ENG(In class) Behavioural Insights Team (B), 915025-PDF-ENG
第2日（Day2）
Case study No. 2Social norm
●使用するケース
Zipcar: Influencing Customer Behavior, 605054-PDF-ENG第3日（Day3）
Case study No. 3Limited attention and consideration
●使用するケース
The Vanca: Reworking Digital Marketing Strategy, W17158-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. 4Relativity
●使用するケース
Microsoft Windows: The Launch of Windows 7, 909A23-PDF-ENG第6日（Day6）
Case study No. 5Anchoring effect
●使用するケース
Anchoring Expectations, N0409D-PDF-ENG第7日（Day7）
Case study No. 6Recap
●使用するケース
Cognitive Bias: Systematic Errors in Decision Making, U9804B-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。
*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
- Kahneman「(Not Necessary for the course) Thinking, Fast and Slow」Penguin Group（2012）978-0141033570
参考文献・資料 Additional Readings and Resource
Thaler “Misbehaving: The Making of Behavioral Economics” W W Norton (2016) 978-0393352795
授業調査に対するコメント Comment on Course Evaluation
I have modified the course structure, reflecting the concerns raised in last year’s 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
- (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