本研究主要目的在探討女性獨立選民的社會背景特徵，以及她們和國民黨、民進黨之間的連結關係，透過TEDS 2004年總統面訪調查的資料，及焦體團體訪談的資料，來分析她們對兩大政黨的印象。 在調查資料方面，分別透過女性獨立選民和男性獨立選民、女性非獨立選民的比較，發現女性獨立選民在個人社會背景、情境、政治涉入等因素，與後兩者有顯著的差異。其中，在年齡方面和過往的研究有稍許的出入，不同於生命週期理論所預期的，隨著年齡的增長政黨認同愈趨強烈，年齡愈長的女性反而易成為獨立選民，這或許跟她們長久以來經歷一連串的政治動亂，導致她們愈遠離政治有關；另在教育方面，過往的研究也都指出獨立選民的教育程度是較低的，而本文發現女性獨立選民雖然教育程度偏低，但高教育程度的比例卻有增加的趨勢，這顯然與教育的普及化，提升了整體選民教育水準不無關係。 整體而言，女性獨立選民的特徵為年齡在60歲以上及40~49歲者、中低教育程度者、居住在北部地區、職業為家管、低收入家庭者、已婚、低政治涉入者。 在焦點團體方面，女性獨立選民受到不同的教育、情境、政治涉入等變數的影響，其對國、民兩黨產生不同的政黨形象認知差異。女性獨立選民對兩黨形象的正面評價多於負面評價，這或許可從女性強調人際關係的連結、與歸屬感的角度解釋，所以在態度上對政黨的評價，會來得比較正面。整體而言，女性獨立選對政黨整體性的形象內涵建立在對社會大環境變動的關懷上，更確切地說是建立在兩黨相互比較的基礎上而來。 相較於以往有關選民對政黨形象的研究指出，大部份的選民對國、民兩黨在政治性立場上(如統獨議題、兩岸關係等)的差異有清楚的印象，但從焦點團體訪談中，發現女性獨立選民甚少從政治性的角度來描繪兩黨的形象，這似乎某種程度上可說明女性獨立選民是較遠離政治的，不習慣或不喜歡以意識形態或抽象觀念的途徑來理解政黨，而是連結到與生命經驗關懷相關的層面，關注的是一般社會性面向的議題(如民生經濟、教育問題等)，而這些往往較能誘發她們對政治討論的興趣。 最後，本文認為調查研究和焦點團體研究的方法是相輔相成的，透過調查資料的分析，瞭解女性獨立選民的特質及對政黨的一般印象，而焦點團體研究在這基礎之上，將訪談的結果用以補充、或解釋一些量化資料所無法得知道的政黨形象內涵。

行動電話早已成為大多數人日常生活中的必需品。在台灣，幾年前行動電話普及率便已超過100％，手機市場是一個非常成熟和相當競爭的市場。手機供應商在市場上提供不同平台（作業系統）產品，來滿足消費者的需求和與其他手機製造商競爭。任何新的公司誰想要進入這個飽和的手機市場，並與其他供應商競爭，將是一個很大的挑戰。 ABC是一個國外品牌的手機供應商，自行開發Windows Mobile平台的手機產品在世界很多地區和國家行銷多年。該公司決定進入台灣市場，第一階段選定一款PDA手機作為進入市場的先驅產品。這項研究的目的是想要瞭解這一外國品牌如何來進入這個成熟的市場，研究者將運用一般行銷人員廣泛採用的行銷計劃相關過程，來進行分析與建議。 這個新品牌理想的行銷策略是什麼？如何區分市場和選定目標市場？什麼樣的定位最適合這的產品？要找什麼樣的銷售管道？研究者在做了相關的分析包含消費者分析、競爭者分析、SWOT分析和STP分析後，建議此新品牌應該在較小市場採取”焦點差異”策略的目標行銷、只選定兩個市場、並定位該研究產品為商業人士的手機。研究者也依據所建議的策略和STP結果，提供行銷4P的作法。希望這些建議可作為該新品牌規劃行銷計畫的參考。除此，這份研究也可做為其他任何對於在台灣銷售行動電話業務有興趣的公司來參考。 / Mobile phone has been in our daily life for the majority of the people. In Taiwan, the penetration rate had been over 100% a few years ago. The mobile phone market is very mature and competitive. Phone suppliers in the market provide different platform (operating system) products to meet consumer needs and compete with other phone manufacturers. Any new player who wants to get into this saturated phone market and compete with other suppliers would be a big challenge. ABC is a brand phone supplier being designing Window Mobile products and selling them in many countries for years. The company decided to enter Taiwan market with a selected PDA phone for the first phase of the entry. This study is aimed to realize how this foreign brand can penetrate into this mature market by going through most of the processes of preparing a marketing plan which is widely used by markers. What strategy is ideal for this new brand to adopt? What segments should be targeted and how the brand should position the studied product? What channel partner should be considered? After going through customer analysis, competitor analysis, SWOT analysis, and STP process, the researcher suggested this new brand pursue “differentiation focus” strategy to differentiate the studied product with competing products in a narrower market, target only two selected segments, and position the studied product as a business user device. The researcher also suggested suitable marketing mix based on the recommended strategy and STP to penetrate this market. This study result can be a good reference to the new brand company and any other companies who might be interested in the same business in the industry.

本研究以市場規模近百億元的家庭食用油為探討產品。家庭食用油為品牌間產品差異性低、低關心度之家庭日常烹飪用品。本研究的主要研究目的為：1. 探討家庭食用油市場之消費者行為，2. 將食用油市場以適當區隔變數劃分成有不同市場特性及外顯行為的數個區隔，3. 探討各區隔市場的特徵及消費行為。研究對象為臺北縣市、臺中縣市、高雄縣市30~49歲家庭食用油購買者或主膳者。 本研究以生活型態╱產品利益混合變數為區隔變數，以產品態度、人口特徵、地理變數、行為變數（使用者、使用者狀況、使用頻率、使用量、忠誠度） 等為描述變數。整合次級資料及經由焦點團體研究所得之初級資料發展問卷，以配額抽樣的方法至各指定賣場進行問卷調查。以因素分析由54個變數萃取出10個生活型態/產品利益因素，再以非層次集群分析法將樣本區隔為三個區隔。 三個區隔分別為：「健康賢妻」共 157人佔 樣本之39%，「保守經濟」共 74人佔樣本之18%，「認真生活」共 173人佔樣本之43%。除年齡在各區隔間無顯著差異外，其他描述變數在區隔間皆有顯著差異。健康賢妻：平均家庭生命週期最年輕，是最大的潛在市場，十分注重食用油的健康因素，甚至連烹飪方式亦傾向於低油脂的方式。保守經濟：生活態度保守，會在其認識的品牌當中選擇價格較便宜的食用油購買，忠誠度低，以食用油的市場來看，此區隔的消費量最小。認真生活：此區隔中48%的受訪者其家庭生命週期為滿巢二期，食用油的消費量最大，對食用油或日用品會嚐試不同的品牌，其對食用油的知識可能來自廣告、報章雜誌、口碑。本研究推論影響食用油的最大變數為家庭生命週期。

未岀生胎兒的生命尊嚴長期被在公領域被乎略。本研究以質性之焦點團體訪談法，分別在臺灣與新加坡進行24個焦點團體進行訪談。其中包括12個沒有信仰者的團體與12個有信仰者的團體，探索其對未岀生胎兒生命尊嚴的看法，以及臺灣與新加坡如何在聯合國、美國、新馬爾薩斯人口學家、優生學家與國際計畫家庭組織（International Planned Parenthood Federation，IPPF)所推動的家庭計畫，因追求經濟成長而選擇人口零成長的政策，導致未岀生胎兒的生命尊嚴更行惡化。 / The human dignity of the unborn child remains uncertain in public policy domain. The importance of rethinking public reasonableness becomes unavoidable in the stage of late capitalism and liberal democracy. Political power, knowledge, and participation are three key elements of policymaking. The human dignity of the unborn child is neglected in the process of policymaking of population politics. There are advocators, United Nations, United States, eugenicists, neo-Malthusians and International Planned Parenthood Federation (IPPF) in the process of population policymaking at the international level during the past three decades. This research first attempts to focus on the inter relationship among these five advocators and to review how the unborn child becomes missing within the process of international population policymaking. Secondly, Taiwan and Singapore are two test cases to reveal the policy follower roles who adopt the similar dream of modern states. Thirdly, since the personal religious beliefs play a significant role not only in shaping attitudes, but also in economic development, political stability, sexual morality and gender equality. This research adopts qualitative approach the focus group interview to compare the attitude of human dignity of the unborn child between the faith-based people with non-faith people both in Taiwan and Singapore. In this research 24 focus groups will be organized across Taiwan and Singapore, each country contains 12 groups. Each country contains 6 faith-based focus groups and 6 non-faith focus groups. Attempt to find the difference and similarity of population policy between Taiwan and Singapore and to explore how the religious values and the concept of human dignity of the unborn child excluded in the process of demographic policymaking.

本研究旨在探討未婚男性的愛情觀。探究個人的愛情經驗在他們的生活中所扮演的整體角色，以歸納出愛情對他們個人的意義。並以研究所獲得的結果為基礎，進一步比較當代相關的理論，發展符合本土愛情現象的論述。 　　研究方法以現象學探索個人「生命世界」的方式為出發點，採用深度訪談及焦點團體來蒐集資料，邀請十一位受訪者參與訪談。訪談資料以現象學方法為基礎發展出基本架構，輔以研究者的主觀知識來完成整體男性愛情觀的詮釋與討論。主要的研究發現如下： 一、受訪的男性在青少年時期大多缺乏兩性親密互動的經驗，他們往往會藉由追求愛情來肯定自己、探索兩性關係。男性在挑選對象時相當注重外表，女性美麗的外表對他們個人的意義，在於帶給他們愉快的感受、性的快感，自我肯定，他們並會藉著女性的外表來判斷她們的內在。 二、男性在愛情關係中常扮演主動的追求者，在不斷追求愛情的經驗中，他們漸漸累積了對真實兩性關係的瞭解，以及兩性互動深刻的體驗。在愛情經驗的累積中，他們滿足自己的需求，像是自我肯定、自我成長、征服感、被關愛、被照顧、擺脫孤獨、性需求等等。透過這些需求的滿足，他們感到愛情的意義。但是對於維繫長期關係所需要的付出、犧牲自由、情慾限制、卻常讓他們感到痛苦。並且無論在他們的內心，以及他們和女友的互動中，都容易會產生不少的衝突。這樣的衝突本身不易解決，往往他們期待脫離當下的親密關係，尋找更適合自己的愛情。 三、整體來說，男性的愛情中包含了以性為主體的親密感，這樣的親密感不只是一種慾力的宣洩，而是包含著身體與心理的親密互動，甚至是一種能達到精神安定的對話關係。此外，愛情還是男性們滿足各種個人需求與成長的一個過程，端看他當下所期待的需求與成長是什麼。而在愛情關係中所獲得的成長，往往也是一種改變，推動他們再尋找最適合他們的愛情關係。 　　最後依據以上的研究發現，提出有關於男性、女性、諮商者以及未來研究的建議。 目 錄 第一章 緒論 1 第一節 研究動機與目的 1 第二節 研究範圍的界定 12 第三節 本研究的限制 13 第二章 文獻探討 15 第一節 愛情的本質 15 第二節 愛情的來源 20 第三節 愛情的過程 24 第四節 兩性特質及其社會化影響因素 28 第五節 相關知識在本研究中的定位 33 第三章 研究方法 34 第一節 研究進行的架構 34 第二節 研究對象的選取 37 第三節 研究者自我涉入與自我檢核 42 第四節 蒐集資料的程序 45 第五節 資料整理與分析 56 第四章 研究發現 64 第一節 對象的挑選 64 第二節 愛情的追求 80 第三節 關係的發展 96 第四節 愛情的意義 109 第五章 結論、討論與建議 125 第一節 研究結論與討論 125 第二節 建議 156 參考書目 162 附錄 169 附錄一 訪談邀請函 169 附錄二 焦點團體邀請函 171 附錄三 訪談契約書 173 附錄四 個別訪談大綱 174 附錄五 田野日誌 175 附錄六 焦點團體訪談大綱 176 附錄七 個別訪談意義單元編輯舉例 177 附錄八 D的中心主題、開放編碼舉例 179 附錄九 個別訪談核心單元編輯舉例 180 附錄十 個別訪談的初步分析結果大綱 182 附錄十一 焦點團體訪談稿意義單元編輯舉例 184 附錄十二 研究方法的背景哲學 191 附表目次 表一 張老師近年求助問題前三名摘錄表 1 表二 台北市「生命線」近年求助問題統計資料 2 表三 愛情的內涵 3 表四 本土心理學界的愛情質性研究 6 表五 愛情的來源 22 表六 愛情的過程 27 表七 台灣男女兩性的特質 29 表八 研究對象的個人基本資料 37 表九 不同文化下的男女特質差異 136 附圖 圖一 研究進行的基本架構 35 圖二 資料分析的步驟 57 圖三 研究發現的初步架構 60 圖四 加入焦點團體資料後的研究發現架構 62 / The purpose of this study is to acquire the awareness of love of single males. This study tries to find the role of love in their lives to define their attitudes toward love. After all, this study compares the finding with contemporary theories, and tries to produce some discourse of romances in Taiwan. 　　Eleven interviewers have participated in this study. The phenomenological deep interview and focus group were adopted to collect data, along with the method of Phenomenological Psychology to analyze data. Finally, some hermeneutic approaches were used to illuminate the finding. The main findings were as the following. 　　First, most interviewed males lacked experience of mutually sexual interaction at their teens. They used to confine themselves and explore bi-sexual relations through the pursuing of love. Males intended to care about the appearance of females, as the beautiful appearance is of significance for them. Males judged the existence of females by the appearance of females, as it accommodated males with delighted feeling, sexual contentment, and self-confidence. 　　Secondly, Males frequently played an aggressive role in the process. Males accumulated their understandings of sexual relationship and experience of impressing sexual interaction. They were mentally and physically fulfilled with self-ascertain, self-growth, sense of conquering, being loved, being cared, and sexual interaction. Through the satisfaction of these needs, they aware the meanings of love. They, however, felt uncomfortable with the consistently long term giving, sacrifice of freedom, and control of sexual desires Such conflicts were not easily resolved, and they led males to pursue more suitable love under the present expectations. Literally speaking, love attitude of bachelors consists of intimacy mainly. Such intimacy contains physical and mental interactions and even the achievement of dialogue relations of spiritual comfort, rather than an outlet of desires. 　　Furthermore, love is also the process of various needs and self-growth at the moment of what makes expect to obtain and to be. The growth mostly in love relations is a change as well. It motivates males to define a more suitable relationship among themselves and others. 　　Based on the above findings, comments are made for males, females, consolers, and future advanced research.

行政院農委會為了提昇網站服務品質，委託台灣農業資訊科技發展協會將「休閒農業服務網」入口網站與所屬的二十個家族網站進行相關整合計畫，同時以2007年12月研考會公布的「政府服務品質獎評獎作業手冊」為參考依據，希望透過「休閒農業服務網」入口網站改善來提昇網站的服務品質，整合各相關業務機關的資訊，提供民眾完善的資訊服務平台，為農村旅遊配套措施加值，並促進農村經濟活絡與提昇生活品質之終極目標。 本研究首先依據評獎的計分方式，以內部效益、外部效益、整合性的解決手法與資通訊（ICT）服務導入等四大項評分標準，協助建置客觀且可衡量的構面與指標。然後利用深度訪談、專家訪談的專業建議、焦點團體訪談(FGI)等方式來瞭解使用者真正的需求與題項，並修正前項構面與指標。並採用層級分析法（AHP）來計算服務品質構面的題項，最後以網路問卷與問卷調查的方式進行滿意度分析，進而產生初步KPI。 同時，透過初步KPI進行實際的網站功能改善，分析民眾對網站服務品質的滿意度是否提升，提出具體可行、較大幅度的修正建議，以趕上目前科技網路的進步。希望透過此次研究，能更深入了解非營利入口網站的實務機制與流程，日後可依不同網站需求做調整，推展到其他非營利的網站。 本研究的網站服務品質提升的計畫經過嚴謹的調查，確實執行所有階段活動，並實體進行網站服務品質的功能改善，經過改善前後的兩次問卷調查結果對照，來評估網站功能改善的效益。研究結果依據評獎計分方式，在總得分1000分中獲得989分。整體而言，本次計畫確實有達到服務品質提升的目的。網站內容技術的發展以及網站應用普及，已促使政府機關或民眾，在觀念上及對網站內容的預期上，都遠高於以往。近年，整體大環境加上政府資訊網路的大幅發展，也促使我們需要認真思考，非營利網站與休閒農業相關的政府網站能加強改進，以滿足網路使用者的需求。 / The Council of Agriculture (COA), Executive Yuan authorized the Taiwan Agriculture Information Technology Association—the management team of the EZGO website—to integrate COA’s twenty sub-websites into a “EZGO” portal website. Referring to the service benchmarks of the annual “Executive Yuan Service Quality Award“, which the Research, Development and Evaluation Commission of the Executive Yuan presented on December, 2007, EZGO hopes to improve the COA’s web service quality with integrated information from related government agencies. Furthermore, with this portal, EZGO aims to promote agri-tourism, to expedite the economic revival of farm and fishing villages, and to improve the living quality of rural communities. The objective of this research is to provide EZGO with measurable and objective Key Performance Indicators （KPIs）to evaluate EZGO’s portal. First, measurable evaluate on criteria, which are based on the Government Service Quality Award’s benchmarks, were established. Second, some literatures review, in-depth interviews, expert interviews and a focus group interview to investigate the current situation of the web portal and its sub-websites and to determine the real needs of primary users were conducted. These results were adapted to previous criteria. Third, utilize the analytic hierarchy process method was utilized to calculate the weight of criteria and convert them into performance indicators. Finally, online questionnaire surveys and face-to-face interviews were conducted to turn those indicators into preliminary KPIs. Furthermore, EZGO used those preliminary KPIs to improve their website service quality, analyze users’ feedback to website and even suggest web redesign, in alignment with contemporary Internet user behavior trends. This research intends to establish fair, measurable and adjustable KPIs to evaluate non-profit portals and other similar websites. The research demonstrates a website service improvement process that combines rigorous investigation and thorough execution. The research actually did interpret and apply research findings to the EZGO portal website services and compared the before and after KPIs to evaluate improvements to the EZGO portal.

教育部明訂，九年一貫能力指標應作為教科書編輯者編撰課本、習作之依據。透過教科書，學生可期望習得能力指標所標示的能力。台灣國中英語教學現場中，習作常作為學生的回家作業，所以能力指標如何呈現在習作上可影響學生能力習得的結果；然而，目前相關研究仍顯不足，因此，本研究採用九年一貫國中英語讀寫能力指標，分析目前最為廣用的一套國中英語習作。另外，本研究也針對第一線國中英語教師進行團體訪談，以了解教師對習作和能力指標的看法。 本研究的結果總結如下: 1. 14條指標中，只有3項在習作中有超過10%的練習題目(推論字義文意;了 解文章主旨大意；合併、改寫及造句)；然而卻有8項指標在習作中的練 習題少於1.5%。 2. 針對被強調的3項指標，訪談教師同意這些能力的確需要被強調，只不過習 作的練習題仍顯不足。 3. 針對被忽略的8項指標，教師認為有些能力(例:查字典)對學生來說並非最 重要，因此習作缺乏此類練習是可以接受的；不過，某些能力(例:看懂圖 表標示)因為和學生的日常生活息息相關，理應出現在習作裡；而部分難度 較高的指標(例:寫一個段落)可編為自由選擇(optional)的習題，讓程度 較高的學生有更多練習的機會。 根據研究結果，研究者對教育決策者、教科書編輯、及英語教師提出數點 建議。 / The competence indicators (CI) listed in the Grades 1-9 Curriculum Guidelines are regulated as the principles for private publishers to compile teaching materials—textbooks and student workbooks. Through these teaching materials, it is expected that students can acquire the competences stipulated in the curriculum guidelines. Student workbooks, especially in Taiwan’s junior high school English classrooms, are used as a main source for students’ homework. Therefore, how the CIs are incorporated into the workbooks can affect students’ acquirement of the competences. Nonetheless, little research has been done on analysis of English workbooks based on competence indicators. This study, therefore, aimed to analyze a most popular set of junior high school English workbooks based on the Grades 7-9 reading and writing competence indicators. To gain more in-depth insights, a focus group interview with in-service teachers was later conducted to explore teachers’ views on the workbooks and competence indicators. The results of the present study are summarized as follows. 1.Of the 14 CIs, only three were emphasized (to guess meanings of words and reading passages; to understand main ideas; and to combine, change, and make sentences), each taking up more than 10% of the workbook exercises. However, there were up to eight CIs that were neglected, each taking up less than 1.5% of the workbook exercises. 2.As for the three emphasized CIs, the teacher interviewees agreed that the emphasis was necessary, but the practice in the workbooks were still insufficient for their students. 3.As for the eight neglected CIs, the teachers considered that: (1) lack of practice on some CIs, such as to use a dictionary, was acceptable, for these skills were impractical for their students; (2) some practices, such as to fill out forms, should have be included into the workbooks because they were related to students’ daily lives; (3) certain practices, such as to write a simple paragraph, could be designed as optional workbook exercises for high achieving students to master more advanced skills. Finally, some suggestions are provided on the basis of the findings in this study.