華泰文化網

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Essentials of Business Research Methods
作  /  譯    者 : Joe F. Hair Jr.,Mary Celsi,Arthur Money,Phillip Samouel,Michael Page
I S B N -  13 : 9780765646132
I S B N -  10 : 0765646137
類             別: 研究方法
版             次: 3 版
年             份: 2016
規             格: 494 頁
出     版     商: Routledge
教師教學配件: 教師資源光碟(PowerPoint/教師手冊/題庫/SPSS Data Sets)(教師專用)
     

Essentials of Business Research Methods provides research techniques for people who aren't data analysts. The authors offer a straightforward, hands-on approach to the vital managerial process of gathering and using data to make clear business decisions. They include critical topics, such as the increasing role of online research, ethical issues, data mining, customer relationship management, and how to conduct information-gathering activities more effectively in a rapidly changing business environment.

This is the text that includes a chapter on qualitative data analysis, and the coverage of quantitative data analysis is more extensive, and much easier to understand than in other texts. The book features a realistic continuing case throughout that enables students to see how business research information is used in the real world. It includes applied research examples in all chapters, as well as ethical dilemma mini cases, and exercises.

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
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 INTERPRETATION 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

作者:Joe F. Hair, Jr.
現職:Coles College

作者:Mary Celsi
現職:California State University

作者:Arthur Money
現職:Henley Management College

作者:Phillip Samouel
現職:Kingston University

作者:Michael Page
現職:Bentley University

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