Part I: Introduction to Business Research

1. Research in Business
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 (reorganized section)

6. Research Design: An Overview
7. Qualitative Research
8. Observation Studies
9. Surveys
10. Experiments
Appendix 10A: Complex Experimental Designs
Appendix 10B: Test Markets

Part III: The Sources and Collection of Data (reorganized section)

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: Insights from Findings: 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 Results: Oral and Written Reports

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

References and Readings

Glossary of Key Terms

Photo Credits
Name/Company/Subject Indexes