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 NUC435_N23A
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 2023 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.

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 %

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. 1
Experimental 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. 2
Social norm

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

第3日(Day3)

Case study No. 3
Limited 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. 4
Relativity


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

第6日(Day6)

Case study No. 5
Anchoring effect

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

第7日(Day7)

Case study No. 6
Recap


●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。
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

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「(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
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






ページ上部へ戻る