Part I Introduction to Business Research 1 Research in Business Appendix 1a: How the Research Industry Works
2 Ethics in Business Research 3 Thinking Like a Researcher 4 The Research Process: An Overview 5 Clarifying the Research Question through Secondary Data and Exploration Appendix 5a: Bibliographic Database Searches Appendix 5b: Advanced Searches
Part II The Design of Business Research 6 Research Design: An Overview 7 Qualitative Research 8 Observation Studies 9 Experiments Appendix 9a: Complex Experimental Designs Appendix 9b: Test Markets
10 Surveys Part III The Sources and Collection of Data 11 Measurement 12 Measurement Scales 13 Questionnaires and Instruments Appendix 13a: Crafting Effective Measurement Questions Appendix 13b: Pretesting Options and Discoveries
14 Sampling Appendix 14a: Determining Sample Size
Part IV Analysis and Presentation of Data 15 Data Preparation and Description Appendix 15a: Describing Data Statistically
16 Exploring, Displaying, and Examining Data 17 Hypothesis Testing 18 Measures of Association 19 Multivariate Analysis: An Overview 20 Presenting Insights and Findings: Written Reports 21 Presenting Insights and Findings: Oral Presentations Case index Appendices A Business Research Requests and Proposals (with Sample RFP) B Focus Group Discussion Guide C Nonparametric Significance Tests D Selected Statistical Tables
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