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In an era of big data and data analytics, how can managers make decisions based on almost unlimited information, not to mention hiring and retaining individuals with the required data analytics skills? The new fourth edition of Essentials of Business Research Methods explains research methods and analytical techniques for individuals who aren't data scientists.
The authors offer a straightforward, hands-on approach to the vital managerial process of gathering and using data to make relevant and timely business decisions. They include critical topics, such as the increasing role of online research, ethical issues, privacy matters, data analytics, customer relationship management, how to conduct information-gathering activities more effectively in a rapidly changing business environment, and more. This is also the only text that includes a chapter on qualitative data analysis, and the coverage of quantitative data analysis is more extensive as well as much easier to understand than in other texts.
A realistic continuing case used throughout the book, applied research examples, and ethical dilemma mini cases enable upper-level undergraduate and postgraduate students to see how business research information is used in the real world.
This comprehensive textbook is supported by a range of online resources, including instructors’ manuals, PowerPoint slides, and test banks.
作者簡介
Joe F. Hair, Jr.
現職：University of South Alabama
Michael Page
現職：University of Stellenbosch Business School
Niek Brunsveld
現職：Amsterdam Business School
PART I: INTRODUCTION
Ch 1 Business Research for The Twenty-First Century
Ch 2 Overview of the Research Process
Ch 3 Ethics in Business Research
PART II: BEGINNING THE RESEARCH PROCESS
Ch 4 Defining the Research Problem and Reviewing the Literature
Ch 5 The Nature and Sources of Secondary Business Data
Ch 6 Conceptualization and Research Design
PART III: SAMPLING AND DATA COLLECTION
Ch 7 Sampling Approaches and Considerations
Ch 8 Methods of Collecting Primary Data
Ch 9 Measurement and Scaling
Ch10 Questionnaire Design
PART IV: ANALYSIS AND INTERPREATION OF DATA
Ch11 Basic Data Analysis for Qualitative Research
Ch12 Basic Data Analysis for Quantitative Research
Ch13 Testing Hypotheses in Quantitative Research
Ch14 Examining Relationships Using Correlation and Regression
Ch15 Other Multivariate Techniques
PART V: COMMUNICATING THE RESULTS
Ch16 Reporting and Presenting Research
