Business Research Methods

10 Rev ed
ISBN: 978-0-07-722487-5
Verlag: McGraw-Hill Education - Europe

Medienkombination, Englisch, 746 Seiten, Format (B × H): 223 mm x 279 mm, Gewicht: 1794 g

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.

Autoren/Hrsg.

Schindler, Pamela S.

Cooper, Donald R.

Inhaltsverzeichnis

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

Über Autor(innen)

Don Cooper is the writer of the text. He is on leave from Florida Atlantic University and currently does extensive consulting work for companies such as IBM in the domestic and global areas.