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Business Research Methods

Sprache: Englisch.
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This book offers students and instructors thorough coverage of business research topics backed by solid theory. The authors are successful marketing research consultants and that is evident in the rich and realistic case studies found in the text. Ma

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Produktdetails

Titel: Business Research Methods
Autor/en: Donald R. Cooper, Pamela S. Schindler

ISBN: 0071244301
EAN: 9780071244305
Sprache: Englisch.
MCGRAW HILL BOOK CO

Dezember 2006 - gebunden - 744 Seiten

Beschreibung

This book offers students and instructors thorough coverage of business research topics backed by solid theory. The authors are successful marketing research consultants and that is evident in the rich and realistic case studies found in the text. Managerial decision making is the underlying theme, while topics and applications are presented and organized in a manner that allow 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.

Inhaltsverzeichnis

part I Introduction to Business Research

1 Research in Business

2 Thinking Like a Researcher

3 The Research Process

4 Business Research Requests and Proposals

Appendix 4a: Covering Kids RFP

5 Ethics in Business Research

part II The Design of Research

6 Research Design: An Overview

7 Secondary Data Searches

8 Qualitative Research

9 Observation Studies

10 Surveys

11 Experiments and Test Markets

Appendix 11a: Complex Experimental Designs

part III The Sources and Collection of Data

12 Measurement

13 Measurement Scales

14 Questionnaires and Instruments

Appendix 14a: Crafting Effective Measurement Questions

Appendix 14b: Pretesting Options and Discoveries

15 Sampling Concepts

Appendix 15a: Determining Sample Size

part IV Analysis and Presentation of Data

16 Data Preparation and Analysis

Appendix 16a: Describing Data Statistically

17 Exploring, Displaying, and Examining Data

18 Hypothesis Testing

19 Measures of Association

20 Multivariate Analysis: An Overview

21 Presenting Insights and Findings: Written and Oral Reports

case abstracts

appendices

A Focus Group Discussion Guide

B Nonparametric Significance Tests

C Selected Statistical Tables

References and Readings

Glossary

Photo Credits

Index

Portrait

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.
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