Marketing Research
本课程教授市场调研的完整流程与方法体系，包括研究设计、数据收集、数据分析与报告撰写。学生将学习定性研究（深度访谈、焦点小组、观察法）和定量研究（问卷调查、实验法）的设计与实施，掌握抽样方法、问卷设计技巧，以及使用SPSS进行描述统计、假设检验、交叉分析等。课程强调将调研数据转化为营销决策建议的能力。
This course teaches the complete marketing research process and methodology, including research design, data collection, data analysis, and report writing. Students learn qualitative methods (in-depth interviews, focus groups, observation) and quantitative methods (surveys, experiments), sampling techniques, questionnaire design, and SPSS analysis (descriptive statistics, hypothesis testing, cross-tabulation). The course emphasizes translating research data into marketing decision recommendations.
学生分组与本地企业合作，为企业解决一个实际的营销问题。项目包括：界定研究问题与研究目标、制定研究方案、设计问卷或访谈提纲、实地收集数据、运用统计软件进行数据分析、撰写研究报告并向企业管理层汇报。企业可涉及餐饮、零售、教育、科技等行业，调研主题包括顾客满意度、品牌认知、新产品测试等。
Student teams partner with local businesses to solve a real marketing problem. The project includes defining research questions and objectives, developing a research plan, designing questionnaires or interview guides, collecting field data, analyzing data with statistical software, writing a research report, and presenting findings to company management. Research topics include customer satisfaction, brand awareness, and new product testing.