In an era of big data and data analytics, how can managers make decisions based on almost unlimited information, not to mention hire and retain individuals with the required data analytics skills? The new 4th edition of Essentials of Business Research Methods explains research methods and analytical techniques for individuals who aren't data scientists.
The authors offer a straightforward, hands-on approach to the vital managerial process of gathering and using data to make relevant and timely business decisions. They include critical topics, such as the increasing role of online research; ethical issues; privacy matters; data analytics; customer relationship management; how to conduct information-gathering activities more effectively in a rapidly changing business environment, and more. This is also the only text that includes a chapter on qualitative data analysis, and the coverage of quantitative data analysis is more extensive as well as much easier to understand than in other texts.
A realistic continuing case used throughout the book, applied research examples, and ethical-dilemma mini cases enable upper-level undergraduate and postgraduate students to see how business research information is used in the real world.
This comprehensive textbook is supported by a range of online resources, including instructors’ manuals, PowerPoint slides, and test banks.
Part I: Introduction
Chapter 1: Business Research for The Twenty-First Century Chapter 2: Overview of the Research Process
Chapter 3: Ethics in Business Research
Part II: Beginning the Research
Chapter 4: Defining the Research Problem and Reviewing the Literature
Chapter 5: The Nature and Sources of Secondary Business Data Chapter 6: Conceptualization and Research Design
Part III: Sampling and Data Collection
Chapter 7: Sampling Approaches and Considerations
Chapter 8: Methods of Collecting Primary Data
Chapter 9: Measurement and Scaling
Chapter 10: Questionnaire Design
Part IV: Analysis and Interpretation of Data
Chapter 11: Basic Data Analysis for Qualitative Research
Chapter 12: Basic Data Analysis for Quantitative Research
Chapter 13: Testing Hypotheses in Quantitative Research
Chapter 14: Examining Relationships Using Correlation and Regression
Chapter 15: Other Multivariate Techniques
Part V: Communicating the Results
Chapter 16: Reporting and Presenting Research