Business Research Methods 9/e with CD - Brossura

Cooper, Donald; Schindler, Pamela

Brossura

ISBN 10: 0071244301 ISBN 13: 9780071244305

Casa editrice: McGraw-Hill Education, 2005

Riassunto

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.

Su questo libro

L'autore:

Teaches research methods, statistics, and organizational behavior in the masters and doctoral programs of public administration and business. Cooper's Ph.D. is from Kent State University. In addition to grants, articles, books, and monographs, he has received several teaching awards, most recently from the College of Architecture, Urban & Public Affairs. Dr. Cooper serves as the managing director of the Cooper Research Group, a consultancy specializing in customer satisfaction, loyalty, defection, and market segmentation research for the electronics and computer industries. Currently, he provides senior management of domestic and global firms with brand, segmentation, and service analysis. Prior to his academic career, Cooper was responsible for executive recruitment at a Fortune 500 and was an U.S. Air Force Captain during four years of active duty.

Contenuti:

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

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2005
• ISBN 10: 0071244301
• ISBN 13: 9780071244305
• Rilegatura: Copertina flessibile
• Numero di pagine: 744