科目ナンバー

GM-OM2-SB01

履修条件・関連科目等

(1) 本ゼミを希望する場合は必ずゼミ相談会に参加すること（開催日時は後日発表）

(2) どなたからの申込みも歓迎しますが、特に消費者と製品との関わり(消費者が特定の製品・サービスをどのように感じ、考え、反応するか？)に興味があり、それを英語で勉強してみたい学生からの申込みを歓迎します。

(3) 英語でのコミュニケーションや卒業論文執筆のため高い英語力が求められます(目安 CEFR B1以上)。英語力がこのレベルを満たさない場合でも応募・相談は可能です(英語力を伸ばし、この分野を学習したいという強い意欲の方が重要)。

(4) 選抜方法
-応募者多数の場合、英語の書類及びインタビューで選考を行います。その場合、書類はA4一枚で以下1)-2)の内容を英語でまとめてください。
1) 自己PR（出身地、英語力[英語学習への意欲、特にwriting]、所属サークル、アルバイト先、希望する進路、自己の強みと弱み 等）
2) 志望動機 (このゼミを志望する理由、「消費者行動」への興味と考え、研究したいテーマ 等)

授業で使用する言語

英語

授業で使用する言語（その他の言語）

授業の概要

【Research topic】:
The seminar series focuses on the research area of consumer behaviour. Specifically addressing issues relevant to retailing (i.e., B to C) and tourism. Students may select their own topic within other areas of consumer behaviour. If such cases, they need to consult with the instructor.

* Keywords:
Consumer responses to brand imitation, Corporate CSR and consumer behaviour, tourists dining choice behaviour, consumer response to gathering personal information (e.g., facial recognition, location data collection).

【Student’ goal】:
The ultimate goal for students is to write a graduation thesis. For this aim, they are expected to explore research topics in the area of consumer behaviour. They should formulate their own research question, review relevant literature by developing a reading list, select an appropriate research method, perform data collection and analysis, and summarise their findings in the thesis.

【Schedule】:
Students who register for this seminar are required to enroll in Seminars II, III, IV, and V and submit a graduate thesis. The prospective outline for the upcoming seminar courses is as follows:

Seminar I: Learn the fundamentals of research methods (what is qualitative and quantitative research?) through lectures and group work.
Seminar II: Explore research topics within consumer behaviours, find research topics of interest (roughly, first draft), decide on the research approach, and develop a list of articles relevant to their topic. It consists of lectures, presentations, and discussions.
Seminar III: Based on Seminars I and II, write a research proposal with a schedule, and fix the research activities for the upcoming year. Advanced students may engage in preparation for data collection (e.g., develop a survey or interview protocol). This seminar can involve a combination of lectures and group work.
Seminar IV: Conduct data collection preparation (continued from Seminar III), run data collection, and perform data analysis. Students can also report on their research progress. The seminar would be a combination of lectures and individual consultations.
Seminar V: Complete data analysis, write up graduation thesis, and deliver the final presentation. This seminar encompasses research progress presentations and individual consultations.

【What you would gain from the seminars】:
・Foundation for success in international companies.
・A basis if you are considering pursuing a master's degree overseas.

【Other key features】:
・Respecting each other equally is important. (If you respect me just like you respect your friend, feel free to call me “Toyo” casually)
・Value students’ positivity. For example, to other student’s presentations, try to turn any challenges or problems into constructive positive feedback.
・If you wish to proceed with your research faster, go ahead! (especially after Seminar II). I understand students are busy with job hunting or club activities etc, which are also important aspects of university life.
・Guest speakers from both academic and practical fields could be invited. They would provide not only academic knowledge (e.g., how to conduct research and write a paper) but also offer advice on job hunting, studying abroad, and working overseas. Such insights will be valuable even after entering the professional world.

科目目的

The ultimate goal of this seminar series (Seminars I–V) for students is to conduct their own research and write their graduation theses.
Specifically, Seminar I offers an opportunity for them to gain the foundations of research methodology (i.e., understand what research is) and learn how two major research approaches, qualitative and quantitative, commonly employed in consumer behaviour research differ, and when and where these should be applied.

到達目標

On successful completion of this course, students will be able to:
1. Understand the purpose and basic concepts of marketing research and be able to explain them to others.
2. Select an appropriate research approach (e.g., qualitative or quantitative) for a specific research topic.
3. Interpret research findings and explain them with implications from consumer behaviour perspectives.

授業計画と内容

Week 1 Guidance of Seminar 1
Week 2 Introduction to Marketing Research
Week 3 Research Process
Week 4 Sampling
Week 5 Qualitative Research 1: What is qualitative research?
Week 6 Qualitative Research 2: Thematic analysis
Week 7 Analysing & Interpreting Qualitative Data: Thematic analysis group work
Week 8 Quantitative Research 1: Survey research
Week 9 Quantitative Research 2: Experimental research
Week 10 Measurement
Week 11 Analysing & Interpreting Quantitative Data 1: Data screening
Week 12 Analysing & Interpreting Quantitative Data 2: Demographics, t-test
Week 13 Analysing & Interpreting Quantitative Data 3: Correlation etc
Week 14 Closing the course (course recap, Q & A for the final assignment)
* The course contents are subject to change.

授業時間外の学修の内容

指定したテキストやレジュメを事前に読み込むこと／授業終了後の課題提出

授業時間外の学修の内容（その他の内容等）

・Students are expected to read the assigned chapter of the textbook prior to coming to each class, which would require them to spend at least four hours.

授業時間外の学修に必要な時間数／週

・毎週１回の授業が半期（前期または後期）または通年で完結するもの。１週間あたり４時間の学修を基本とします。
・毎週２回の授業が半期（前期または後期）で完結するもの。１週間あたり８時間の学修を基本とします。

成績評価の方法・基準

成績評価の方法・基準（備考）

・The assignment items above could be changed depending on the class size or other reasons. In such instances, additional details will be announced by the instructor.
・Attendance will be taken in each class. Course credit will not be offered to those students with over five absences from this course.

課題や試験のフィードバック方法

授業時間内で講評・解説の時間を設ける

課題や試験のフィードバック方法（その他の内容等）

アクティブ・ラーニングの実施内容

ディスカッション、ディベート／グループワーク／プレゼンテーション

アクティブ・ラーニングの実施内容（その他の内容等）

・Each class consists of a lecture and subsequent individual/group activities relevant to the class content, which help students facilitate their communication and collaboration skills.

授業におけるICTの活用方法

その他

授業におけるICTの活用方法（その他の内容等）

・Students are required to bring their own device (e.g., laptop PC) that meets the minimum specifications recommended by the Faculty (e.g., display screen size, processor).
・Please note that the University strictly prohibits the use of Social Networking Services (SNS) during lectures. Additionally, distribution of course material outside the class is prohibited due to copyright protection, license agreement terms and conditions, and other restrictions.

実務経験のある教員による授業

はい

【実務経験有の場合】実務経験の内容

The lecturer possesses five years of real-world business experience as a system consultant/engineer at a large Japanese conglomerate. He has expertise consulting diverse system users across various business departments to understand their underlying needs, engaged in multiple system-introducing projects, collaborating with programmers, and holds experience delivering presentations to the business audience, including manager levels.

【実務経験有の場合】実務経験に関連する授業内容

With this business background and experience, the lecturer instructs students on issues of marketing research with real-world examples but also helps students develop essential business skills (e.g., teamwork or presentation skills) through group activities.

テキスト・参考文献等

・ Babin, B. J., d’Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W. G. (2020). Marketing Research (5th ed.). Cengage Learning.
ISBN 10: 0170438961
ISBN 13: 9780170438964
The textbook above is planned (not fixed and subject to change).
Further details will be provided in the guidance (so it is advisable to wait to purchase the textbook until then.)

その他特記事項

・In emergent circumstances (e.g., an epidemic of an infectious disease), the assignment items could be changed. In such a case, the details will be provided to students soon after.

参考URL

Assignments (including graduation thesis) in this seminar series adhere to the American Psychological Association (APA) writing style and format for academic documents.

The following websites can be useful:

https://apastyle.apa.org/

https://www.easybib.com/guides/citation-guides/apa-format/apa-citation/