Table of contents for Business research methods.
Bibliographic record and links to related information available from the Library of Congress catalog
Information from electronic data provided by the publisher. May be incomplete or contain other coding.
PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process: An Overview. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: DESIGNING RESEARCH STUDIES. 5. Exploratory Research and Qualitative Analysis. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Experimental Research. PART III: MEASUREMENT. 10. Measurement and Attitude Measurement. 11. Questionnaire Design. PART IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. PART V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Differences Between Groups and Relationships Among Variables. 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables.
Library of Congress subject headings for this publication:
Management -- Research.
Business -- Research.