農企業研究方法整合應用之探討：由指導服務行銷型農企業實務專題製作談起

The Study on the Integration of Agribusiness Research Methodos: the Thought of Coaching the Practical Monograph on Services Marketing Agribusiness

本文採探索性研究，來探討如何整合定性與定量研究方法，以及初級與次級蒐集資料，期能將農企業研究方法與資料蒐集的三角測定概念，融入學生實務專題製作的過程中，經由農企業研究方法的整合應用，以及實踐行動的親身體驗，養成學生系統知識與知識創新的能力。研究發現：第一、實務專題製作不應僅是份內容加多的複雜化期末報告而已，而應秉持兼顧成果報告與團隊過程的學習。第二、實務專題製作可結合實習工讀做中學的經驗，並將其予以操作化定義，使學生依循模式架構的設計，來付諸實踐行動且加以推演。第三、在熟稔定量分析技術外，同時強化定性參與觀察，期使學生在問題分析解決與觀察能力間取得平衡。第四、應以定性與定量方法整合的概念，實際運用於所欲探討的個案研究，讓參與的學生能按步就般的學習。第五、農企業管理教育的功能，宜著眼學生專業知識吸取外，亦能擁有獨立思考能力與終身學習習慣。第六、農企業管理教育在追求管理技能提昇的同時，亦能兼顧管理行為的涵養，而對個案經營管理實務問題，能有多角度觀察與多元化思考的觀點。第七、實務專題製作雖無法完全替代親赴業界實習的經驗，但可使學生能有更寬廣的學習途徑，希冀其養成能自學、能關懷的氣度。第八、實務專題採整合性研究方法，可同時提醒教師重新反思且定位本身所扮演的角色，讓受教的學生能有更好的照顧及學習環境。

The paper was the exploratory research, studied on the triangulation ofmethods and data on agribusiness research methods. We integrated thequantitative and qualitative methods, the primary and secondary data todesign the practical monograph on services marketing agribusiness. It couldhelp the internship to build the know why knowledge and to create the knowmore knowledge. This paper found: The first, the practical monograph wasnot only the complicated final report, but also the team learning. The second,the practical monograph combined the practical experience to incense thewilling of learning abstract knowledge, and deduce the practical framework.The third, the practical monograph could balance the managerial skill andobservation, to increase the ability of solving problems. The fourth, thepractical monograph should integrate the quantitative and qualitativemethods to apply on the case studies. The fifth, the agribusiness managerialeducation should to teach the profession knowledge, to make theindependent thinking and cultivate the habit of lifetime learning. The sixth,the agribusiness managerial education needed to increase the managerialskill, to cultivate the managerial behavior and the multi-viewpoint on differentissues. The seventh, the practical monograph was not completely substitutethe internship; it could cultivate the behavior of self-learning and caringenvironment. The eighth, the methods integration of practical monograph,suggested the teachers play the coacher on the agribusiness managerialeducation to offer students the better caring and learning environment.