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Part I: Introduction to Business Research
1.Research in Business
Appendix 1a: How the Research Industry Works
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.Experiments
10.Surveys
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: 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 Insights and Findings: Written Reports
21.Presenting Insights and Findings: Oral Presentations
Case Index
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
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