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Cooper
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Student Edition
Instructor Edition
Business Research Methods, 12/e
Donald R. Cooper, Florida Atlantic University
Pamela S. Schindler, Wittenburg University

ISBN: 0073521507
Copyright year: 2014

What’s New


  • All chapters have been evaluated for currency and accuracy. Revisions were made to accommodate new information and trends in the industry.

  • A complete listing of chapter by chapter changes is provided among the preface material in the book.

  • The MindWriter continuing case study has been updated to focus on online survey methodology with Appendix A including a newly redesigned MindWriter CompleteCare online survey.

  • New and revised Snapshots and PicProfiles provide 82 timely mini-cases presented from a researcher's perspective, with additional min-cases added to the accompanying instructor's manual.

  • New and revised Closeups offer in-depth examination of key examples.

  • All new From the Headlines discussion questions.

  • The Cases section contains the abstract for the new case: Marcus Thomas LLC Tests Hypothesis for Troy-Bilt Creative Development, and an updated case-by-chapter suggested-use chart.

  • The book chapter structure was changed by moving Multivariate Analysis: An Overview to the Online Learning Center, and renumbering the last two chapters, making the book 20 chapters in all, and by moving the several end-of-chapter appendices to the Online Learning Center.

  • We've removed the feature we called pulsepoint—the pullout statistic drawn from a research project—to streamline the appearance of the chapter.

  • The Online Learning Center has new material including: a new case, Marcus Thomas LLC Tests Hypothesis for Troy-Bilt Creative Development, complete with instrument; the permissioned report Business Uses of Census Data and Nielsen Company Capabilities; EyeTrackShop's example report Visual Effectiveness Research on McDonald's YouTube Ad; the following appendices: Appendix 1a: How the Research Industry Works (updated), Appendix 5a: Bibliographic Database Searches, Appendix 5b: Advanced Database Searches (updated), Appendix 9a: Complex Experimental Designs, Appendix 9b: Test Markets, Appendix 13b: Pretesting Options and Discoveries; and the chapter Multivariate Analysis: An Overview.

  • The Instructor's Manual contains new research examples for discussion or testing.


Instructors: To experience this product firsthand, contact your McGraw-Hill Education Learning Technology Specialist.



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