Business research methods
著者
書誌事項
Business research methods
（The Irwin/McGraw-Hill series in operations and decision sciences）（McGraw-Hill international editions）
McGraw-Hill/Irwin, 2008
10th ed., international ed
- : pbk
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注記
Includes bibliographical references (p. 676-698) and index
内容説明・目次
内容説明
In its Anniversary 10th Edition, authors Cooper and Schindler continue to provide the most timely, richest, and most comprehensive coverage of the research experience in "Business Research Methods". Students and instructors will find thorough coverage of business research topics - including the best coverage of questionnaire design - backed by solid theory. The authors are successful marketing research consultants; their expertise is evident in the realistic Snapshots, Close-Ups, PicProfiles, and case studies found in the text. Managerial decision making is the underlying theme, and topics and applications are presented and organized in a manner that allows students to thoroughly understand business research topics and functions. Consequently, the structure of the text encourages and supports completion of an in-depth business research project during the semester.
目次
- Part I: Introduction to Business Research
- 1. Research in Business
- 2. Ethics in Business Research
- 3. Thinking Like a Researcher
- 4. The Research Process: An Overview
- 5. Clarifying the Research Question through Secondary Data and Exploration
- Appendix 5A: Bibliographic Database Searches
- Appendix 5B: Advanced Searches
- Part II: The Design of Business Research
- 6. Research Design: An Overview
- 7. Qualitative Research
- 8. Observation Studies
- 9. Surveys
- 10. Experiments
- Appendix 10A: Complex Experimental Designs
- Appendix 10B: Test Markets
- Part III: The Sources and Collection of Data
- 11. Measurement
- 12. Measurement Scales
- 13. Questionnaires and Instruments
- Appendix 13A: Crafting Effective Measurement Questions
- Appendix 13B: Pretesting Options and Discoveries
- 14. Sampling
- Appendix 14A: Determining Sample Size
- Part IV: Insights from Findings: Analysis and Presentation of Data
- 15. Data Preparation and Description
- Appendix 15A: Describing Data Statistically
- 16. Exploring, Displaying, and Examining Data
- 17. Hypothesis Testing
- 18. Measures of Association
- 19. Multivariate Analysis: An Overview
- 20. Presenting Results: Oral and Written Reports Case Abstracts
- Appendices: A. Business Research Requests and Proposals (with Sample RFP)
- B. Focus Group Discussion Guide
- C. Nonparametric Significance Tests
- D. Selected Statistical Tables
- References and Readings
- Glossary of Key Terms
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