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Department of Industrial Design, College of Management, Chang Gung University

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Design Survey

Credits: 3

Type: Elective Course  

Introduction:This course may be divided into methods that emphasize understanding “the customer” and methods that emphasize understanding “the market.” This course deals with the customer and emphasizes qualitative methods (interviews, focus groups, Voice of the Customer, composing questions for a survey). Also, this course deals with the market and emphasizes quantitative methods (sampling, survey execution, quantitative data interpretation, conjoint analysis, factor analysis). The methods covered in the "customer part" are often used in the “front-end” of market research project, whose second-stage is a quantitative survey. The quality of information gathered in the second-stage is greatly enhanced in this way. This course is designed for the nonspecialist, e.g., someone planning a career in general management, product or project management, R&D, advertising, or entrepreneurship. This course also covers analytical techniques that are standard in consulting or marketing research.

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