華泰文化網

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Business Research Methods
作  /  譯    者 : Donald R Cooper,Pamela S. Schindler
I S B N -  13 : 9781259070952
I S B N -  10 : 1259070956
類             別: 研究方法
版             次: 12 版
年             份: 2014
規             格: 629 頁
出     版     商: McGraw Hill Education
相  關  下  載 Ch1試閱檔 Ch3試閱檔 Ch7試閱檔
教師教學配件: 教師資源光碟(PowerPoint/教師手冊/題庫/案例討論)(教師專用) 
     

1. A new chapter on oral presentations.
2. Market-leading coverage of questionnaire design and web-based survey techniques
3. New examples dealing with Internet research, cloud computing, Excel in data analysis and presentation, smart phone research, dirty data, gut hunches, wildcat surveys, and more.
4. New research stories that relate to such organizations or brands like the US Army, Netflix, Snausages, Best Buy, Blackstone Wines, Rypple, Twitter, Facebook, Ford, and Match.com, and more.
5. A new type of discussion question from the headline demonstrates to students that research is applicable to all types of scenarios.
6. Emphasizes managerial decision making: A business focus has been integrated throughout the text. Students are presented with a "real-world" approach to business research topics and how they are used in business.

PART I: INTRODUCTION TO BUSINESS RESEARCH
Ch 1 Research in Business
Ch 2 Ethics in Business Research
Ch 3 Thinking Like a Researcher
Ch 4 The Research Process: An Overview
Ch 5 Clarifying the Research Question through Secondary Data and Exploration

Part II: THE DESIGN IF BUSINESS RESEARCH
Ch 6 Research Design: An Overview
Ch 7 Qualitative Research
Ch 8 Observation Studies
Ch 9 Experiments
Ch10 Surveys

Part III: THE SOURCES AND COLLECTION OF DATA
Ch11 Measurement
Ch12 Measurement Scales
Ch13 Questionnaires and Instruments
Appendix 13a: Crafting Effective Measurement Questions
Ch14 Sampling
Appendix 14a: Determining Sample Size

Part IV: ANALYSIS AND PRESENTATION OF DATA
Ch15 Data Preparation and Description
Appendix 15a: Describing Data Statistically
Ch16 Exploring, Displaying,and Examining Data
Ch17 Hypothesis Testing
Ch18 Measures of Association
Ch19 Presenting Insights and Findings: Written Reports
Ch20 Presenting Insights and Findings: Oral Presentations

Case Index
Appendix A: Business Research Requests and Proposals (with Sample RFP)
Appendix B: Focus Group Discussion Guide
Appendix C: Nonparametric Significance Tests
Appendix D: Selected Statistical Tables

◎作者:Donald R. Cooper
 現職:Florida Atlantic University

◎作者:Pamela S. Schindler
 現職:Wittenberg University

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