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This text offers coverage of the fundamentals of research concepts and practical applications.

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CONTENTS
PART 1 INTRODUCTION TO BUSINESS RESEARCH
 1 Research in Business = 2
  Bringing Research to Life = 3
  Why Study Research? = 5
   The Value of Acquiring Skills = 5
  What is Research? = 6
   What Is the Purpose of the Syudy? = 9
   Is Research Always Problem Based? = 10
   Business Research Defined = 11
   How Scientific Is Business Research? = 11
  What is Good Research? = 12
  The Manager-Researcher Relationship = 14
   Decision - Driven Research = 15
   Participant Contributions = 15
   Client Relations Problems = 15
  Summary = 16
  Key Terms = 17
  Discussion Questions = 17
  Reference Notes = 18
  Suggested Readings = 18
 2 Scientific Thinking = 20
  Bringing Research to Life = 21
  Styles of Thinking = 22
  Sources of Knowledge = 22
  The Thought Process : Reasoning = 25
   Deduction = 26
   Induction = 27
   Combining Induction and Deduction = 28
   Reflective Thinking and Scientific Method = 30
  The Scientific Attitude = 30
  Understanding Theory : Components and Connections = 31
   Connections = 31
   Concepts = 31
   Constructs = 33
   Definitions = 35
   Variables = 36
    Prositions and Hypothses = 39
   Theory = 42
   Models = 43
  Summary = 44
  Key Terms = 45
  Discussion Questions = 45
  Reference Notes = 47
  Suggested Readings = 48
 3 The Research Process = 50
  Bringing Research to Life = 51
  The Origin of a Research Need = 52
   Academic Research Problems = 54
   Tool / Data-Driven Research Problems = 54
   Management Research Problems = 54
  Formulating the Research Problems = 55
   Is It Researchable? = 55
   The Question Hierarchy = 56
  Exploration = 59
  Question Revision : Fine - Tuning = 60
  Designing the Study = 61
  Sampling = 61
  Resource Allocation and Budgets = 62
  Valuing Research information = 63
   Evaluation Methods = 63
  The Research Proposal = 65
   Proposal Contents = 65
  Pilot Testing = 66
  Data Collection = 67
  Analysis and Interpretation = 67
  Reporting the Results = 68
  Close-Up = 69
  Summary = 71
  Key Terms = 72
  Discussion Questions = 73
  Reference Notes = 73
  Suggested Readings = 74
 4 The Research Proposal = 76
  Bringing Research to Life = 77
  The Purpose of Proposals = 78
  Sponsor Uses = 78
  Research Benefits = 80
  Types of Research Proposals = 80
   Internal Proposals = 81
   External Proposals = 83
  Structuring the Research Proposal = 83
   Executive Summary = 83
   Problem Statement = 83
   Research Objectives = 84
   Literature Review = 84
   Importance／Benefits of the Study = 84
   Research Design = 85
   Data Analysis = 85
   Nature and Form of Results = 85
   Qualification of Researchers = 86
   Budget = 86
   Schedule = 86
   Facilities and Special Resources = 87
   Project Management = 88
   Bibliography = 89
   Appendices = 89
  Evaluating the Research Proposal = 90
  Close - Up = 92
  Summary = 94
  Key Terms = 95
  Discussion Questions = 95
  Reference Notes = 96
  Suggested Readings = 96
 Special Section : Ethics in Business Research = 97
  Ethical Treatment of Respondents and Subjects = 98
   Benefits = 98
   Deception = 99
   Informed Consent = 99
   Debriefing Respondents = 99
   Rights to Privacy = 100
  Ethics and the Client = 101
   Confidentiality = 101
   Right to Quality Research = 101
   Client's Ethics = 102
  Researchers and Assistants = 102
   Safety = 102
   Ethical Behavior = 103
   Protection of Anonymity = 103
  Professional Standars = 103
  Resources for Ethical Awareness = 104
  Discussion Cases = 105
  Reference Notes = 109
PART II THE DESIGN OF RESEARCH
 5 Design Strategies = 112
  Bringing Research to Life = 113
  What Is Research Design? = 114
   Classification of Designs = 114
  Exploratory Studies = 117
   Means of Exploration = 118
  Descriptive Studies = 121
  Causal Studies = 123
   The Concept of Cause = 123
   Causal Relationships = 126
   Testing Causal Hypotheses = 127
  Close-Up = 131
  Summary = 133
  Key Terms = 134
  Discussion Questions = 134
  Reference Notes = 135
  Suggested Reading = 136
 6 Measurement = 138
  Bringing Research to Life = 139
  The Nature of Measurement = 141
   What is Measured? = 142
  Measurement Scales = 143
   Nominal Scales = 143
   Ordinal Scales = 144
   Interval Scales = 146
   Ratio Scales = 146
  Sources of Measurement Differences = 147
   Error Sources = 147
  The Characteristics of Sound Measurement = 148
   Validity = 149
   Reliability = 153
   Practicality = 156
  The Development of Measurement Tools = 157
  Close-Up = 159
  Summary = 161
  Key Terms = 162
  Discussion Questions = 162
  Reference Notes = 164
  Suggested Readings = 165
 7 Scaling Design = 166
  Bringing Research to Life = 167
  The Nature of Scaling = 168
   Scaling Defined = 168
   Scale Classification = 168
  Response Methods = 170
   Rating Scales = 170
   Ranking Scales = 174
  Scale Construction Techniques = 177
   Arbitrary Scales = 177
   Consensus Scaling = 178
   Item Analysis = 179
   Cumulative Scales = 182
   Factor Scales = 183
   Advanced Scaling Techniques = 187
  Close-Up = 189
  Summary = 190
  Key Terms = 192
  Discussion Questions = 192
  Reference Notes = 194
  Suggested Reading = 195
 8 Sampling Design = 198
  Bringing Research to Life = 199
  The Nature of Sampling = 200
   Why Sample? = 200
   What is a Good Sample? = 201
   Types of Sample Design = 202
  Probability Sampling = 202
   Step in Sampling Design = 203
   Sampling Concepts = 207
  Close-Up = 217
  Complex Probability Sampling = 220
   Systematic Sampling = 220
   Stratified Sampling = 221
   Cluster Sampling = 223
   Double Sampling = 225
  Nonprobability Sampling = 227
   Practical Considerations = 227
   Methods = 228
  Summary = 231
  Key Terms = 233
  Discussion Questions = 233
  Reference Notes = 234
  Suggested Reading = 235
PART III THE SOURCES AND COLLECTION OF DATA
 9 Secondary Data Sources = 238
  Bringing Research to Life = 239
  The Nature of Secondary Data Sources = 240
   Uses of Secondary Data = 240
   Advantages and Disadvantages of Secondary Data = 241
  Types of Secondary Sources = 241
   Internal Sources = 241
   External Sources = 242
  Search Procedures = 242
   Electronic and Traditional Libraries = 243
   Computer Search Procedures = 244
   Library Search Procedure = 250
  Statical References = 255
   Statical Guides = 255
   Census Data = 256
  Extracting Information = 257
   A Recording System = 257
  Close-Up = 258
  Evaluating Secondary Data = 259
  Summary = 161
  Key Terms = 262
  Discussion Questions = 262
  Reference Notes = 263
  Suggested Reading = 264
 10 Survey Methods = 266
  Bringing Research to Life = 267
  Characteristics of Surveys = 269
   Applications = 270
  Personal Interviewing = 270
   Evaluation of the Personal Interview = 271
   Interviewing Technique = 272
   Interview Problems = 276
  Telephone Interviewing = 279
   Evaluation of the Telephone Interview = 279
  Self-Administered Questionnaires／Mail Surveys = 282
   Evaluation of the Mail Survey = 282
   Improving Returns = 283
   Implementing the Mail Survey = 284
  Selecting an Optimal Methods = 286
  Suppliers of Survey Services = 286
  Summary = 288
  Key Terms = 289
  Discussion Questions = 289
  Reference Notes = 290
  Suggested Reading = 292
 11 Survey Instruments = 294
  Bringing Research to Life = 295
  The Instrument Development Process = 297
   Question Hierarchy = 297
   Survey Strategy = 299
   Schedule Design = 301
  Question Construction = 302
   Question Content = 303
   Question Wording = 307
   Response Structure = 311
   Question Sequence = 315
  Sources of Existing Questions = 317
  Pretesting = 317
   Methods of Pretesting = 319
   Purposes of Pretesting = 319
  Summary = 321
  Key Terms = 323
  Discussion Questions = 323
  Reference Notes = 325
  Suggested Reading = 327
 12 Observation = 328
  Bringing Research to Life = 329
  The Uses of Observation = 331
   Nonbehavioral Observation = 331
   Behavioral Observation = 332
  Evaluation of the Observational Method = 332
  The Observer-Subject Relationship = 334
   Directness of Observation = 334
   Concealment = 334
   Participation = 335
  Conducting an Observational Study = 335
   The Type of Study = 335
   Content Specification = 336
   Observer Training = 337
   Data Collection = 338
  Unobtrusive Measures = 339
  Close-Up = 340
  Summary = 343
  Key Terms = 343
  Discussion Questions = 344
  Reference Notes = 345
  Suggested Reading = 346
 13 Experimentation = 348
  Bringing Research to Life = 349
  What is Experimentation? = 351
  An Evaluation of Experiments = 352
   Advantages = 352
   Disadvantages = 352
  Conducting an Experiment = 353
   Selecting Relevant Variables = 353
   Specifying the Levels of Treatment = 354
   Controlling the Experimental Environment = 355
   Choosing the Experimental Design = 355
   Selecting and Assigning Subjects = 355
   Pilot Testing, Revising, and Testing = 356
   Analyzing the Data = 356
  Validity in Experimentation = 357
   Internal Validity = 358
   External Validity = 360
  Experimental Research Design = 361
   Preexperimental Designs = 361
   True Experimental Designs = 363
   Extensions of True Experimental Designs = 364
   Field Experiments : Quasi -or Semi - Experiments = 368
  Close - Up = 370
  Summary = 371
  Key Terms = 373
  Discussion Questions = 373
  Reference Notes = 374
  Suggested Reading = 375
PART Ⅳ ANALYSIS AND PRESENTATION OF DATA
 14 Data Preparation and Preliminary Analysis Introduction = 378
  Introduction = 379
  Editing = 379
   Field Editing = 380
   Central Editing = 380
  Coding = 381
   Coding Rules = 381
   Codebook Construction = 382
   Closed Question Coding = 384
   Open Question Coding = 385
Using Content Analysis for Open Questions = 385
   "Don't Know" Responses = 387
  Data Entry = 389
   Data Entry Formats = 391
  Preliminary Analysis = 393
   An Exploratory Data Analysis Approach = 393
  Close-Up = 395
  Techniques for Displaying and Examining Distributions = 399
   Frequency Tables, Bar Charts, and Pie Charts = 399
   Histograms = 401
   Stem - and - Leaf Displays = 402
  Hypothesis Testing = 433
   Testing Approaches = 433
   Statistical Significance = 434
   The Logic of Hypothessplays = 402
   Boxplots = 404
   Transformation = 408
  Crosstabulation = 411
   The Use of Percentages = 412
   Elaboration and Control Variables = 414
   Computer - Generated Tables = 420
  Summary = 423
  Key Terms = 424
  Discussion Questions = 425
  Reference Notes = 428
  Suggested Reading = 430
 15 Hypothesis Testing = 432
  Introduction = 433
  Hypothesis Testing = 434
   Statistical Testing Procedures = 441
  Tests of Significance = 442
   Types of Tests = 442
   How to Select Test = 444
   One - Sample Tests = 445
   Two Independent Samples Tests = 449
   Two Related Samples Tests = 454
   K Independent Samples Tests = 457
   K Related Samples Tests = 466
  Summary = 468
  Key Terms = 470
  Discussion Questions = 470
   Computer Problems = 472
  Reference Notes = 474
  Suggested Reading = 474
 16 Measures of Association = 476
  Introduction = 477
  Bivariate Correlation Analysis = 478
   Pearson's Product Moment Coefficient r = 479
   Scatterplots for Exploring Relationships = 479
   The Assumptions of r = 482
   Computation and Testing of r = 482
   Correlation Matrix = 485
   Interpretation of Correlations = 486
  Bivariate Linear Regression = 488
   The Basic Model = 488
   Concept Application = 490
   Methods of Least Squares = 492
   Predictions = 496
   Testing the Goodness of Fit = 496
  Nonparametric Measures of Association = 500
   Measures for Nominal Data = 500
   Measures for Ordinal = 505
  Summary = 509
  Key Terms = 511
  Discussion Questions = 511
  Reference Notes = 515
  Suggested Reading = 516
 17 Multivariate Analysis : An Overview = 518
  Introduction = 519
  Selecting a Multivariate Technique = 519
  Dependency Techniques = 522
   Multiple Regression = 522
   Discriminant Analysis = 525
   MANOVA = 527
   Canonical Analysis = 531
   LISREL = 532
   Conjoint Analysis = 533
  Interdependency Techniques = 538
   Factor Analysis = 538
   Cluster Analysis = 543
   Multidimensional Scaling = 546
  Summary = 549
  Key Terms = 551
  Discussion Questions = 551
  Reference Notes = 553
  Suggested Reading = 553
 18 Presenting Results : Written and Oral Reports = 554
  Bringing Research to Life = 555
  The Written Research Report = 556
   Short Reports = 556
   Long Reports = 557
  Research Report Components = 558
   Prefatory Items = 559
   Introduction = 560
   Methodology = 561
   Findings = 562
   Conclusions = 563
   Appendices = 563
   Bibliography = 563
  Writing the Report = 563
   Prewriting Concerns = 564
   Writing the Draft = 565
   Presentation Considerations = 569
  Close - up = 570
  Presentation of Statistics = 581
   Text Presentation = 581
   Semitabular Presentation = 581
   Tabular Presentation = 581
   Graphic Presentation = 582
  Oral Presentation = 588
   Preparation = 588
   Delivery = 590
   Audiovisuals = 591
  Summary = 593
  Key Terms = 594
  Discussion Questions = 594
  Reference Notes = 595
  Suggested Reading = 595
Appendix A Business Reference Tools = 598
Appendix B Decision Theory Problem = 620
Appendix C Request for Proposal(REP) : Assessment and Contents = 630
Appendix D Sample Student Term Project = 636
Appendix E Nonparametric Significance Tests = 646
Appendix F Selected Statistical Tables = 656
Index = 667