Business Research Methods

Donna R. Cooper

744 pages, parution le 16/11/2005 (9^eme édition)

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Résumé

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.

Sommaire

Introduction to Business Research
- Research in Business
- Thinking Like a Researcher
- The Research Process
- Business Research Requests and Proposals
- Ethics in Business Research
The Design of Research
- Research Design: An Overview
- Secondary Data Searches
- Qualitative Research
- Observation Studies
- Surveys
- Experiments and Test Markets
The Sources and Collection of Data
- Measurement
- Measurement Scales
- Questionnaires and Instruments
- Sampling Concepts
Analysis and Presentation of Data
- Data Preparation and Analysis
- Exploring, Displaying, and Examining Data
- Hypothesis Testing
- Measures of Association
- Multivariate Analysis: An Overview
- Presenting Insights and Findings: Written and Oral Reports
- A Focus Group Discussion Guide
- B Nonparametric Significance Tests
- C Selected Statistical Tables

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Donna R. Cooper
Parution	16/11/2005
Édition	9^eme édition
Nb. de pages	744
Format	21,5 x 28
Couverture	Broché
Poids	1550g
Intérieur	Noir et Blanc
EAN13	9780071244305
ISBN13	978-0-07-124430-5