This best-selling text continues in its ninth edition to provide the most current and comprehensive coverage of business research. Its student-friendly design contains numerous examples illustrating real-world research in management, marketing, finance, accounting, and other business areas. BUSINESS RESEARCH METHODS, 9E, International Edition is the ideal text for undergraduate and first year MBA courses in marketing, management, or quantitative studies.
作者簡介
William G. Zikmund
現職：Oklahoma State University
Barry J. Babin
現職：Louisiana Tech University
Jon C. Carr
現職：Texas Christian University
Mitch Griffin
現職：Bradley University
PARTI : INTRODUCTION
Ch 1 The Role of Business Research
Ch 2 Information Systems and Knowledge Management
Ch 3 Theory Building
Ch 4 The Business Research Process: An Overview
Ch 5 The Human Side of Business: Organizational and Ethical Issues
PART II: BEGINNING STAGES OF THE RESEARCH PROCESS
Ch 6 Problem Definition: The Foundation of Business Research
Ch 7 Qualitative Research Tools
Ch 8 Secondary Data Research in a Digital Age
PART III: RESEARCH METHODS FOR COLLECTING PRIMARY DATA
Ch 9 Survey Research: An Overview
Ch10 Survey Research: Communicating with the Respondents
Ch11 Observation Methods
Ch12 Experimental Research
PART IV: MEASUREMENT CONCEPTS
Ch13 Measurement and Scaling Concepts
Ch14 Attitude Measurement
Ch15 Questionnaire Design
PART V: SAMPLING AND FIELDWORK
Ch16 Sampling Designs and Sampling Procedures
Ch17 Determination of Sample Size: A Review of Statistical Theory
Ch18 Fieldwork
PART VI: DATA ANALYSIS AND PRESENTATION
Ch19 Editing and Coding: Transforming Raw Data into Information
Ch20 Basic Data Analysis: Descriptive Statistics
Ch21 Univariate Statistical Analysis
Ch22 Bivariate Statistical Analysis: Differences Between Two Variables
Ch23 Bivariate Statistical Analysis: Measures of Association
Ch24 Multivariate Statistical Analysis
Ch25 Communicating the Research Results: Research Report, Oral Presentation, and Follow-Up
PART VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES
