98D00080B
(研究所博士班 )【第113學年第2學期：B班】<br> explain marketing research as a process that involves a sequence of activities, each compatible with the preceding activities;
be able to discuss what market research is and how, why, and when it's useful;
describe market research tools (e.g., focus groups, interviews, surveys), consider their strengths and weaknesses, and discuss when it would make sense to use each;
change a marketing problem into a research question;
classify sources of marketing information and the various means for gathering data;
evaluate the biases and limitations of marketing data and basic data analysis;
be able to design and execute a basic survey research project.