| 1 | 第1週｜課程簡介與行銷研究的重要性
Week 1｜Course Introduction and Importance of Marketing Research
說明課程目標、評分方式與學術倫理，探討行銷研究在企業決策中的角色與價值。
Course overview, grading, and academic ethics; discussion on the role and value of marketing research in business decision-making. | |
| 2 | 第2週｜行銷研究的基本觀念與應用範疇
Week 2｜Fundamentals and Applications of Marketing Research
介紹行銷研究的定義、流程與在各產業中的應用。
Introduction to the definition, process, and practical applications of marketing research. | |
| 3 | 第3週｜研究流程概述與問題界定
Week 3｜Overview of Research Process and Problem Definition
說明研究流程的各個階段，強調明確界定問題的重要性。
Explanation of research stages with a focus on defining research problems accurately. | |
| 4 | 第4週｜文獻回顧與次級資料的應用
Week 4｜Literature Review and Use of Secondary Data
教授如何蒐集與評估次級資料，並進行文獻回顧整理研究脈絡。
Instruction on collecting and evaluating secondary data and conducting a literature review. | |
| 5 | 第5週｜研究設計：探索性、描述性與因果性研究
Week 5｜Research Design: Exploratory, Descriptive, and Causal Research
比較三種基本研究設計的特性與應用情境。
Comparison of three basic types of research design and their usage. | |
| 6 | 第6週｜量化研究與問卷設計
Week 6｜Quantitative Research and Questionnaire Design
學習撰寫有效問卷的原則，避免偏誤問題與提高回收率。
Learning how to design effective questionnaires, minimize bias, and improve response rate. | |
| 7 | 第7週｜量表設計與衡量尺度
Week 7｜Scale Construction and Measurement
探討態度量表的種類（如李克特尺度）與信度、效度的基本概念。
Discussion on types of attitude scales and concepts of reliability and validity. | |
| 8 | 第8週｜抽樣方法與樣本設計
Week 8｜Sampling Methods and Sample Design
說明機率與非機率抽樣方式，決定樣本大小與代表性。
Overview of probability and non-probability sampling techniques and sample size considerations. | |
| 9 | 第9週｜期中考
Week 9｜Midterm Exam
檢視學生對前半學期理論與應用內容的掌握程度。
Assessment of students’ understanding of topics covered in the first half of the semester. | |
| 10 | 第10週｜資料蒐集方式與調查實務
Week 10｜Data Collection Methods and Fieldwork
介紹面訪、電訪、網路與郵寄調查的特性與實施方式。
Introduction to face-to-face, telephone, online, and mail surveys. | |
| 11 | 第11週｜質性研究與焦點團體訪談
Week 11｜Qualitative Research and Focus Group Interviews
探討焦點團體與深度訪談技術，及其在探索性研究中的應用。
Discussion on focus groups and in-depth interviews and their exploratory uses. | |
| 12 | 第12週｜資料整理與編碼
Week 12｜Data Editing and Coding
教授如何處理調查回收資料，進行編碼與數據清理。
Instruction on editing and coding collected data and preparing it for analysis. | |
| 13 | 第13週｜資料分析（一）：描述性統計與交叉分析
Week 13｜Data Analysis (I): Descriptive Statistics and Cross-Tabulation
運用統計軟體進行資料分析，解讀基本統計報表與交叉表。
Using statistical software to perform descriptive statistics and cross-tab analysis. | |
| 14 | 第14週｜資料分析（二）：迴歸分析與因子分析
Week 14｜Data Analysis (II): Regression and Factor Analysis
學習多元迴歸與因子分析的原理與應用實例。
Introduction to regression and factor analysis with practical applications. | |
| 15 | 第15週｜資料分析（三）：集群分析與區隔市場
Week 15｜Data Analysis (III): Cluster Analysis and Market Segmentation
透過集群分析進行市場區隔並描繪目標消費者特徵。
Using cluster analysis to segment markets and profile target consumers. | |
| 16 | 第16週｜撰寫研究報告與口頭簡報技巧
Week 16｜Writing Research Reports and Presentation Skills
教授行銷研究報告的撰寫格式與視覺化呈現方式。
Instruction on writing marketing research reports and effective presentation methods. | |
| 17 | 第17週｜研究專題報告發表與回饋
Week 17｜Project Presentations and Feedback
學生分組發表研究專題，教師與同儕提供評論與建議。
Group project presentations with peer and instructor feedback. | |
| 18 | 第18週｜期末考
Week 18｜Final Exam
綜合評量學生整學期的學習成果與應用能力。
Comprehensive assessment of students' learning and application of course concepts. | |