Increasingly, managers must make decisions based on almost unlimited information. How can they navigate and organize this vast amount of data? Essentials of Business Research Methods provides research techniques for people who aren't data analysts. The authors offer a straightforward, hands-on approach to the vital managerial process of gathering and using data to make clear business decisions. They include critical topics, such as the increasing role of online research, ethical issues, data mining, customer relationship management, and how to conduct information-gathering activities more effectively in a rapidly changing business environment.
This is the only text that includes a chapter on qualitative data analysis, and the coverage of quantitative data analysis is more extensive, and much easier to understand than in other texts. The book features a realistic continuing case throughout that enables students to see how business research information is used in the real world. It includes applied research examples in all chapters, as well as ethical dilemma mini cases, and exercises.
Preface Part I: Introduction1. Business Research for The Twenty-First Century 2. Overview of the Research Process 3. Ethics in Business Research Part II: Beginning the Research 4. Defining the Research Problem and Reviewing the Literature 5. The Nature and Sources of Secondary Business Data 6. Conceptualization and Research Design Part III: Sampling and Data Collection 7. Sampling Approaches and Considerations 8. Methods of Collecting Primary Data 9. Measurement and Scaling 10. Questionnaire Design Part IV: Analysis and Interpretation of Data 11. Basic Data Analysis for Qualitative Research 12. Basic Data Analysis for Quantitative Research 13. Testing Hypotheses in Quantitative Research 14. Examining Relationships Using Correlation and Regression 15. Other Multivariate Techniques Part V: Communicating the Results 16. Reporting and Presenting Research
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