Part I: Introduction to Business Research

1. Research in Business
2. Thinking Like a Researcher
3. The Research Process
4. Business Research Requests & Proposals
   Appendix 4a: Covering Kids RFP
5. Ethics in Business Research

Part II: The Design of Business Research (reorganized section)

1. Research Design: An Overview
2. Secondary Data Searches
3. Qualitative Research
4. Observation Studies
5. Surveys and Interviews
6. Experiments and Test Markets
   Appendix 11a: Complex Experimental Designs

Part III: The Sources and Collection of Data (reorganized section)

1. Measurement
2. Measurement Scales
3. Questionnaires and Instruments
   Appendix 14a: Pretesting Options and Discoveries
4. Sampling Design
   Appendix 15a: Determining Sample Size.

Part IV: Insights from Findings: Analysis and Presentation of Data

1. Data Preparation and Description
2. Exploring, Displaying, and Examining Data
3. Hypothesis Testing
4. Measures of Association
5. Multivariate Analysis: An Overview
6. Presenting Results: Oral and Written Reports

Case Abstracts
Appendices:

A. Focus Group Discussion Guide
B. Nonparametric Significance Tests
C. Selected Statistical Tables

Glossary of Key Terms
References and Readings
Indexes

Photo Credits
Name/Company Index
Keyword Index