做中學教學活動設計──以大學行銷研究課程為例

'LEARNING BY DOING' TEACHING ACTIVITIES DESIGNED FOR UNIVERSITY STUDENTS IN MARKETING RESEARCH COURSE

以教導行銷研究課程釋例，本研究作者闡釋以綜效性觀點為行銷系學生設計一系列教學活動，課程教師先行研究與預備市場調查活動之題材，以整合學生與教師研究旨趣為方向，將教師深層學術研究議題鑲嵌於教學素材與有助益的教學活動中，藉此設計所獲取的調查資料成果可貢獻於教學、學習以及學術研究中。本研究作者為大學教師，以有彈性方式讓課程學生參與調查主題決策以提升學生的學習自發性動機，經由課程教師嚴謹的要求學生妥善操作訪調流程，整體有效調查問卷的質量皆能得到提升，授課教師不僅提供學生有效的操作建議使其通盤理解，亦從學生端接收到實用性的觀點與意見回饋，據此以改善與促進未來相關市場研究設計活動。

Exemplifying with teaching marketing research course, the author illustrates a synergetic perspective to design a serial of teaching activities for marketing department students. The topics of survey activities, combining student's and teacher's interests, are previously prepared and studied by teachers. The deep -down survey issues therefore can be embedded in the teaching materials and implemental activities, and the result of survey data contributes to teaching, learning and academic studying. The author, a university teacher, adopts a flexible approach that allows students to participate in a part of the decision making for enhancing students' autonomous motivation to learn. Through the instructor's stringent requirements and enforcement of the interview survey procedures, the quality and quantity of primary data collected increase. The instructor not only provides effective suggestions to enhance students' comprehensive learning, but also receives valuable outlook and recommendations from students' feedback, in order to improve and reinforce similar market research design activities in the future.