Business Research Methods

by Zikmund, William

• ISBN13: 9780030258176
• ISBN10: 0030258170
• Edition: 6th
• Format: Hardcover
• Copyright: 1999-07-29
• Publisher: South-Western College Pub

Summary

This best-selling text continues in its sixth 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. It is the ideal text for the undergraduate and first year MBA courses in marketing, management, or quantitative studies.

Table of Contents

Preface	p. xiii
About the Author	p. xx
Introduction	p. 1
The Role of Business Research	p. 2
Information Systems and Knowledge Management	p. 20
Theory Building	p. 40
The Research Process: An Overview	p. 52
Ethical Issues in Business Research	p. 77
Beginning Stages of the Research Process	p. 91
Problem Definition and the Research Proposal	p. 92
Exploratory Research and Qualitative Analysis	p. 109
Secondary Data	p. 135
Research Methods for Collecting Primary Data	p. 173
Survey Research: An Overview	p. 174
Survey Research: Basic Methods of Communication with Respondents	p. 197
Observation Methods	p. 234
Experimental Research	p. 256
Measurement Concepts	p. 291
Measurement and Scaling Concepts	p. 292
Attitude Measurement	p. 307
Questionaire Design	p. 329
Sampling and Fieldwork	p. 367
Sample Designs and Sampling Procedures	p. 368
Determination of Sample Size: A Review of Statistical Theory	p. 401
Fieldwork	p. 434
Data Analysis and Presentation	p. 451
Editing and Coding: Beginning to Transform Raw Data into Information	p. 452
Basic Data Analysis: Descriptive Statistics	p. 472
Univariate Statistics	p. 498
Bivariate Analysis: Tests of Differences	p. 519
Bivariate Analysis: Measures of Association	p. 549
Multivariate Analysis	p. 573
Communicating Research Results: Report, Presentation, and Follow-Up	p. 597
Video Cases
Polaroid I-Zone	p. 628
WBRU	p. 629
Ben & Jerry's	p. 629
Fossil--A Watch for Every Wrist	p. 630
IBM: Enterprise Resource Planning	p. 631
Fisher-Price Rescue Heroes	p. 632
Upjohn's Rogaine	p. 633
Trading Cards Focus Group	p. 633
V8	p. 634
Furniture.com	p. 634
The Census Bureau: Census 2000	p. 635
Burke Inc.	p. 636
The Walker Information Group	p. 637
Critical Thinking Cases
The Atlanta Braves	p. 638
Harvard Cooperative Society	p. 639
Tulsa's Central Business District (A): Developing a Research Project	p. 640
Hamilton Power Tools (A)	p. 642
Middlemist Precision Tool Company	p. 646
EZPass	p. 646
Today's Man	p. 647
Behavioral Science Research of Coral Gables, Florida	p. 648
Tulsa's Central Business District (B)	p. 649
The Greeting Card Study	p. 653
The Evergreen Company	p. 654
Tulsa's Central Business District (C)	p. 655
The Pretesting Company	p. 656
Professional Recruiters	p. 658
Hamilton Power Tools (B)	p. 659
The Cleveland Clinic Foundation in Jacobs Field	p. 660
Flyaway Airlines	p. 663
Wall Street Journal/Harris Interactive Business School Survey	p. 665
Omar's Fast Freight	p. 667
Canterbury Travels	p. 670
United States Postal Service	p. 673
Schonbrunn Palace in Vienna	p. 678
The Business Forms Industry	p. 680
Zagorski Field Services	p. 686
The Multiplex Company	p. 687
Survey on Americans and Dietary Supplements	p. 690
Old School versus New School Sports Fans	p. 695
Fidelity Investments	p. 696
LastDance Health Care Systems	p. 697
Sunbelt Energy Corporation	p. 702
Employees Federal Credit Union	p. 705
Values and the Automobile Market	p. 710
Statistical Tables	p. 713
Endnotes and Photo Credits	p. 721
Glossary of Frequently Used Symbols	p. 733
Glossary of Terms	p. 734
Index	p. 744
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