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 NUC427_N21A
授業形態 Class Type 講義 Regular course
授業形式 Class Format Live Virtual
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 2021 UG Nisshin Term2

授業の概要 Course Overview


This course helps students to better understand the nature of human behavior, building up a basis for ethical and efficient business decision making.
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.
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.

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)

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 %

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 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. 1
Introduction
The standard model of consumer: rationality hypothesis

●使用するケース
Brief History of Decision Making, R0601B-PDF-ENG, Harvard Business Publishing

第2日(Day2)

Case study No. 2
Endowment effect


●使用するケース
Microsoft Windows: The Launch of Windows 7, 909A23-PDF-ENG, Harvard Business Publishing

第3日(Day3)

Case study No. 3
Attraction effect


●使用するケース
Price of TV set, original case

第4日(Day4)

Case study No. 4
Attracting consumer attention


●使用するケース
The Vanca: Reworking Digital Marketing Strategy, W17158-PDF-ENG, Harvard Business Publishing

第5日(Day5)

Case study No. 5
Social norm


●使用するケース
Zipcar: Influencing Customer Behavior, 605054-PDF-ENG, Harvard Business Publishing

第6日(Day6)

Case study No. 6
Anchoring effect


●使用するケース
Anchoring Expectations, N0409D-PDF-ENG, Harvard Business Publishing

第7日(Day7)

Case study No. 7
Cognitive bias in probability estimation


●使用するケース
Cognitive Bias: Systematic Errors in Decision Making, U9804B-PDF-ENG, Harvard Business Publishing

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。
講師用内規準拠 Method of Assessment Weights
予習レポート Preparation Report 0 %
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 60 %
ケース試験 Case Exam 0 %
参加者による相互評価 Peer Assessment 0 %
シミュレーション成績 Simulation 0 %
小テスト Quizzes / Tests 0 %
最終レポート Final Report 40 %
期末試験 Final Exam 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

  • Kahneman「Thinking, Fast and Slow (Not Necessary for the course)」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
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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