Brief Table of Contents
Part I: Introduction to Business Research - Research in Business
- Thinking Like a Researcher
- The Research Process
- Business Research Requests & Proposals
Appendix 4a: Covering Kids RFP - Ethics in Business Research
Part II: The Design of Business Research (reorganized section) - Research Design: An Overview
- Secondary Data Searches
- Qualitative Research
- Observation Studies
- Surveys and Interviews
- Experiments and Test Markets
Appendix 11a: Complex Experimental Designs
Part III: The Sources and Collection of Data (reorganized section) - Measurement
- Measurement Scales
- Questionnaires and Instruments
Appendix 14a: Pretesting Options and Discoveries - Sampling Design
Appendix 15a: Determining Sample Size.
Part IV: Insights from Findings: Analysis and Presentation of Data - Data Preparation and Description
- Exploring, Displaying, and Examining Data
- Hypothesis Testing
- Measures of Association
- Multivariate Analysis: An Overview
- 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
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