Business research methods:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio [u.a.]
South-Western
2013
|
| Ausgabe: | 9. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXV, 670 S. Ill., graph. Darst. |
| ISBN: | 9781133190943 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804149310980358144 |
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| adam_text | CONTENTS ::::
PREFACE, XVIII
INTRODUCTION
CHAPTER 1
THE ROLE OF BUSINESS RESEARCH, 2
INTRODUCTION, 3
SURVEY THIS!, 4
THE NATURE OF BUSINESS RESEARCH, 4
BUSINESS RESEARCH DEFINED, 5
APPLIED AND BASIC BUSINESS RESEARCH, 5
THE SCIENTIFIC METHOD, 6
MANAGERIAL VALUE OF BUSINESS RESEARCH, 7
IDENTIFYING PROBLEMS OR OPPORTUNITIES, 8
DIAGNOSING AND ASSESSING PROBLEMS OR OPPORTUNITIES, 8
SELECTING AND IMPLEMENTING A COURSE OF ACTION, 8
EVALUATING THE COURSE OF ACTION, 9
RESEARCH SNAPSHOT HARLEY-DAVIDSON GOES ABROAD, 10
WHEN IS BUSINESS RESEARCH NEEDED?, 10
TIME CONSTRAINTS, 10
AVAILABILITY OF DATA, 10
RESEARCH SNAPSHOT BUSINESS CLASS SUCCESS?, 11
NATURE OF THE DECISION, 11
BENEFITS VERSUS COSTS, 11
BUSINESS RESEARCH IN THE TWENTY-FIRST CENTURY, 12
COMMUNICATION TECHNOLOGIES, 12
RESEARCH SNAPSHOT JACQUES DANIELS, 13
GLOBAL BUSINESS RESEARCH, 13
OVERVIEW, 14
SUMMARY, 15
KEY TERMS AND CONCEPTS, 16
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 16
RESEARCH ACTIVITIES, 16
CHAPTER 2
INFORMATION SYSTEMS AND
KNOWLEDGE MANAGEMENT, 17
INTRODUCTION, 18
INFORMATION, DATA, AND INTELLIGENCE, 18
THE CHARACTERISTICS OF VALUABLE INFORMATION, 19
RELEVANCE, 19
SURVEY THIS!, 20
QUALITY, 20
TIMELINESS, 20
COMPLETENESS, 20
RESEARCH SNAPSHOT RFID TECHNOLOGY GETS
CHEAPER*BUSINESS KNOWLEDGE GROWS, 21
KNOWLEDGE MANAGEMENT, 21
RESEARCH SNAPSHOT ARE BUSINESSES CLAIRVOYANT?, 22
GLOBAL INFORMATION SYSTEMS, 22
DECISION SUPPORT SYSTEMS, 23
DATABASES AND DATA WAREHOUSING, 24
INPUT MANAGEMENT, 24
RESEARCH SNAPSHOT STAYING HOME AT HOME DEPOT, 26
COMPUTERIZED DATA ARCHIVES, 27
NETWORKS AND ELECTRONIC DATA INTERCHANGE, 29
THE INTERNET AND RESEARCH, 29
WHAT EXACTLY IS THE INTERNET?, 29
HOW IS THE INTERNET USEFUL IN RESEARCH?, 30
NAVIGATING THE INTERNET, 31
INTERACTIVE MEDIA AND ENVIRONMENTAL SCANNING, 31
INFORMATION TECHNOLOGY, 32
VII
* * *
VIII
CONTENTS
INTRANETS, 33
INTERNET2, 33
SUMMARY, 34
KEY TERMS AND CONCEPTS, 35
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 35
RESEARCH ACTIVITIES, 35
CASE 2.1 HARVARD COOPERATIVE SOCIETY, 36
CHAPTER 3
THEORY BUILDING, 37
INTRODUCTION, 38
WHAT IS A THEORY?, 38
WHAT ARE THE GOALS OF THEORY?, 38
SURVEY THIS!, 39
RESEARCH CONCEPTS, CONSTRUCTS, PROPOSITIONS,
VARIABLES, AND HYPOTHESES, 39
RESEARCH CONCEPTS AND CONSTRUCTS, 39
RESEARCH SNAPSHOT SOCIAL NETWORK THEORY, 40
RESEARCH PROPOSITIONS AND HYPOTHESES, 41
UNDERSTANDING THEORY, 42
VERIFYING THEORY, 43
THEORY BUILDING, 43
THE SCIENTIFIC METHOD, 44
PRACTICAL VALUE OF THEORIES, 46
SUMMARY, 46
KEY TERMS AND CONCEPTS, 47
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 47
RESEARCH ACTIVITIES, 47
CHAPTER 4
THE BUSINESS RESEARCH
PROCESS: AN OVERVIEW, 48
INTRODUCTION, 49
DECISION MAKING, 49
CERTAINTY, 49
SURVEY THIS!, 50
UNCERTAINTY, 50
AMBIGUITY, 50
TYPES OF BUSINESS RESEARCH, 51
RESEARCH SNAPSHOT CUTE, FUNNY, OR SEXY? WHAT MAKES
A MASCOT TICK?, 52
EXPLORATORY RESEARCH, 52
DESCRIPTIVE RESEARCH, 53
RESEARCH SNAPSHOT TAKING A SWING AT BUSINESS
SUCCESS, 54
CAUSAL RESEARCH, 54
UNCERTAINTY INFLUENCES THE TYPE OF RESEARCH, 58
STAGES IN THE RESEARCH PROCESS, 59
ALTERNATIVES IN THE RESEARCH PROCESS, 60
DEFINING THE RESEARCH OBJECTIVES, 60
PLANNING THE RESEARCH DESIGN, 64
RESEARCH SNAPSHOT ROLLING ROCK, 66
SAMPLING, 66
GATHERING DATA, 67
PROCESSING AND ANALYZING DATA, 68
DRAWING CONCLUSIONS AND PREPARING A REPORT, 68
THE RESEARCH PROGRAM STRATEGY, 68
SUMMARY, 69
KEY TERMS AND CONCEPTS, 70
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 70
RESEARCH ACTIVITIES, 71
CASE 4.1 A NEW JOE ON THE BLOCK, 71
CHAPTER 5
THE HUMAN SIDE OF BUSINESS
RESEARCH: ORGANIZATIONAL
AND ETHICAL ISSUES, 73
INTRODUCTION, 74
SURVEY THIS!, 76
ORGANIZATIONAL STRUCTURE OF BUSINESS RESEARCH, 76
BUSINESS RESEARCH JOBS, 77
THE DIRECTOR OF RESEARCH AS A MANAGER, 79
SOURCES OF CONFLICT BETWEEN SENIOR MANAGEMENT
AND RESEARCH, 79
RESEARCH SNAPSHOT THE TRUE POWER OF RESEARCH, 80
RESEARCH SNAPSHOT WHEN YOUR BRAIN TRIPS UP, 81
REDUCING THE CONFLICT BETWEEN MANAGEMENT
AND RESEARCHERS, 82
CROSS-FUNCTIONAL TEAMS, 84
RESEARCH SUPPLIERS AND CONTRACTORS, 85
SYNDICATED SERVICE, 85
STANDARDIZED RESEARCH SERVICES, 85
RESEARCH SNAPSHOT FINDING HAAGEN-DAZS IN CHINA, 86
LIMITED RESEARCH SERVICE COMPANIES AND
CUSTOM RESEARCH, 86
LARGEST RESEARCH ORGANIZATIONS, 86
ETHICAL ISSUES IN BUSINESS RESEARCH, 87
ETHICAL QUESTIONS ARE PHILOSOPHICAL QUESTIONS, 88
GENERAL RIGHTS AND OBLIGATIONS OF CONCERNED PARTIES, 88
RIGHTS AND OBLIGATIONS OF THE RESEARCH PARTICIPANT, 89
RESEARCH SNAPSHOT CRAZY GOOD! HAVE FUN, PLAY GAMES
(AND BUY POP-TARTS)!, 92
RIGHTS AND OBLIGATIONS OF THE RESEARCHER, 93
RESEARCH SNAPSHOT IS IT RIGHT, OR IS IT WRONG?, 95
RIGHTS AND OBLIGATIONS OF THE CLIENT SPONSOR (USER), 99
PRIVACY, 100
PRIVACY ON THE INTERNET, 100
A FINAL NOTE ON ETHICS, 100
SUMMARY, 101
KEY TERMS AND CONCEPTS, 102
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 102
RESEARCH ACTIVITIES, 103
CASE 5.1 GLOBAL EATING, 103
CASE 5.2 BIG BROTHER IS WATCHING?, 104
CONTENTS
BEGINNING STAGES OF THE RESEARCH
PROCESS
CHAPTER 6
PROBLEM DEFINITION:
THE FOUNDATION OF BUSINESS
RESEARCH, 106
INTRODUCTION, 107
IMPORTANCE OF STARTING WITH A GOOD PROBLEM
DEFINITION, 107
SURVEY THIS!, 108
PROBLEM COMPLEXITY, 108
RESEARCH SNAPSHOT GOOD ANSWERS, BAD QUESTIONS?, 109
THE PROBLEM-DEFINITION PROCESS, 111
PROBLEMS MEAN GAPS, 111
THE PROBLEM-DEFINITION PROCESS STEPS, 111
RESEARCH SNAPSHOT POOR QUESTIONS RESULT IN POOR
RESEARCH IN JAPAN!, 112
UNDERSTAND THE BUSINESS DECISION, 112
RESEARCH SNAPSHOT OPPORTUNITY IS A FLEETING
THING, 115
IDENTIFYING THE RELEVANT ISSUES FROM THE SYMPTOMS, 116
WRITING MANAGERIAL DECISION STATEMENTS AND
CORRESPONDING RESEARCH OBJECTIVES, 116
DETERMINE THE UNIT OF ANALYSIS, 118
DETERMINE RELEVANT VARIABLES, 118
WRITE RESEARCH OBJECTIVES AND QUESTIONS, 120
RESEARCH SNAPSHOT PRICING TURBULENCE, 121
CLARITY IN RESEARCH QUESTIONS AND HYPOTHESES, 121
HOW MUCH TIME 5HOULD BE SPENT ON PROBLEM
DEFINITION?, 123
THE RESEARCH PROPOSAL, 123
THE PROPOSAL AS A PLANNING TOOL, 123
THE PROPOSAL AS A CONTRACT, 125
ANTICIPATING OUTCOMES, 126
SUMMARY, 128
KEY TERMS AND CONCEPTS, 128
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 129
RESEARCH ACTIVITIES, 129
CASE 6.1 E-ZPASS, 130
CASE 6.2 CANE S GOES INTERNATIONAL, 130
CASE 6.3 DELAND TRUCKING, 130
CHAPTER 7
QUALITATIVE RESEARCH TOOLS, 131
INTRODUCTION, 132
WHAT IS QUALITATIVE RESEARCH?, 132
USES OF QUALITATIVE RESEARCH, 132
SURVEY THIS!, 133
QUALITATIVE VERSUS QUANTITATIVE RESEARCH, 133
RESEARCH SNAPSHOT DISCOVERIES AT P&G!, 134
CONTRASTING QUALITATIVE AND QUANTITATIVE METHODS, 134
CONTRASTING EXPLORATORY AND CONFIRMATORY RESEARCH, 135
ORIENTATIONS TO QUALITATIVE RESEARCH, 136
PHENOMENOLOGY, 136
RESEARCH SNAPSHOT WHEN WILL I EVER LEARN?, 137
ETHNOGRAPHY, 138
GROUNDED THEORY, 139
CASE STUDIES, 139
RESEARCH SNAPSHOT A SENSORY SAFARI PROVIDES PLAY TIME
(AND GOOD RESEARCH) FOR TIME WARNER CABLE, 140
COMMON TECHNIQUES USED IN QUALITATIVE
RESEARCH, 140
WHAT IS A FOCUS GROUP INTERVIEW?, 141
DEPTH INTERVIEWS, 149
CONVERSATIONS, 150
FREE-ASSOCIATION/SENTENCE COMPLETION METHOD, 151
OBSERVATION, 152
COLLAGES, 152
PROJECTIVE RESEARCH TECHNIQUES, 152
EXPLORATORY RESEARCH IN SCIENCE AND IN PRACTICE, 153
MISUSES OF EXPLORATORY AND QUALITATIVE RESEARCH, 153
SUMMARY, 155
KEY TERMS AND CONCEPTS, 156
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 157
RESEARCH ACTIVITIES, 157 ___
CASE 7.1 DISASTER AND CONSUMER VALUE, 157
CASE 7.2 EDWARD JONES, 158
CHAPTER 8
SECONDARY DATA RESEARCH
IN A DIGITAL AGE, 159
INTRODUCTION, 160
ADVANTAGES OF SECONDARY DATA, 160
DISADVANTAGES OF SECONDARY DATA, 160
SURVEY THIS!, 161
TYPICAL OBJECTIVES FOR SECONDARY DATA RESEARCH
DESIGNS, 162
FACT-FINDING, 162
RESEARCH SNAPSHOT DOES IT MATTER?, 165
MODEL BUILDING, 165
DATA MINING, 168
RESEARCH SNAPSHOT MINING DATA FROM BLOGS, 169
DATABASE MARKETING AND CUSTOMER RELATIONSHIP
MANAGEMENT, 170
SOURCES OF SECONDARY DATA, 170
SOURCES OF INTERNAL AND PROPRIETARY DATA, 171
EXTERNAL DATA: THE DISTRIBUTION SYSTEM, 171
INFORMATION AS A PRODUCT AND ITS DISTRIBUTION CHANNELS, 171
RESEARCH SNAPSHOT WHAT S THAT BUZZING SOUND?, 175
SINGLE-SOURCE DATA-INTEGRATED INFORMATION, 177
SOURCES FOR GLOBAL RESEARCH, 177
CONTENTS
RESEARCH SNAPSHOT AROUND THE WORLD OF DATA, 178
SUMMARY, 180
KEY TERMS AND CONCEPTS, 180
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 181
RESEARCH ACTIVITIES, 181
CASE 8.1 DEMAND FOR GAS GUZZLERS, 182
RESEARCH METHODS FOR COLLECTING
PRIMARY DATA
CHAPTER 9
SURVEY RESEARCH: AN OVERVIEW, 184
INTRODUCTION, 185
USING SURVEYS, 185
SURVEY THIS!, 186
ADVANTAGES OF SURVEYS, 186
RESEARCH SNAPSHOT INTUIT GETS ANSWERS TO SATISFY
CUSTOMERS, 187
ERRORS IN SURVEY RESEARCH, 187
RANDOM SAMPLING ERROR, 188
SYSTEMATIC ERROR, 188
RESEARCH SNAPSHOT OVERESTIMATING PATIENT
SATISFACTION, 189
RESPONDENT ERROR, 189
ADMINISTRATIVE ERROR, 193
RULE-OF-THUMB ESTIMATES FOR SYSTEMATIC ERROR, 194
WHAT CAN BE DONE TO REDUCE SURVEY ERROR?, 194
CLASSIFYING SURVEY RESEARCH METHODS, 194
STRUCTURED/UNSTRUCTURED AND DISGUISED/UNDISGUISED
QUESTIONNAIRES, 194
RESEARCH SNAPSHOT THE MERE-MEASUREMENT EFFECT, 195
TEMPORAL CLASSIFICATION, 195
TOTAL QUALITY MANAGEMENT AND CUSTOMER
SATISFACTION SURVEYS, 197
WHAT IS QUALITY?, 198
INTERNAL AND EXTERNAL CUSTOMERS, 198
IMPLEMENTING TOTAL QUALITY MANAGEMENT, 198
SUMMARY, 201
KEY TERMS AND CONCEPTS, 202
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 203
RESEARCH ACTIVITIES, 203
CASE 9.1 SAT AND ACT WRITING TESTS, 204
CASE 9.2 THE WALKER INFORMATION GROUP, 204
CHAPTER 10
SURVEY RESEARCH: COMMUNICATING
WITH RESPONDENTS, 205
INTRODUCTION, 206
INTERVIEWS AS INTERACTIVE COMMUNICATION, 206
NONINTERACTIVE MEDIA, 206
PERSONAL INTERVIEWS, 206
SURVEY THIS!, 207
ADVANTAGES OF PERSONAL INTERVIEWS, 207
RESEARCH SNAPSHOT THE CHALLENGE OF ASSESSING ADULT
LITERACY, 208
DISADVANTAGES OF PERSONAL INTERVIEWS, 209
DOOR-TO-DOOR INTERVIEWS AND SHOPPING MALL INTERCEPTS, 210
RESEARCH SNAPSHOT BEING GOOD NEIGHBORS MEANS
LEARNING ABOUT THEM FIRST, 211
GLOBAL CONSIDERATIONS, 212
TELEPHONE INTERVIEWS, 212
MOBILE PHONE INTERVIEWS, 213
PHONE INTERVIEW CHARACTERISTICS, 213
CENTRAL LOCATION INTERVIEWING, 215
RESEARCH SNAPSHOT AUTOMATED PHONE SURVEYS
OF TEENS, 216
COMPUTER-ASSISTED TELEPHONE INTERVIEWING, 216
COMPUTERIZED VOICE-ACTIVATED TELEPHONE INTERVIEW, 216
GLOBAL CONSIDERATIONS, 217
SELF-ADMINISTERED QUESTIONNAIRES, 217
MAIL QUESTIONNAIRES, 217
RESPONSE RATES, 219
INCREASING RESPONSE RATES FOR MAIL SURVEYS, 220
GLOBAL CONSIDERATIONS, 223
SELF-ADMINISTERED QUESTIONNAIRES USING OTHER
FORMS OF DISTRIBUTION, 223
FAX SURVEYS, 223
E-MAIL SURVEYS, 224
INTERNET SURVEYS, 225
RESEARCH SNAPSHOT MIXED MODE DATA COLLECTION:
THE CASE OF WEB AND TELEPHONE SURVEYS, 226
KIOSK INTERACTIVE SURVEYS, 228
SURVEY RESEARCH THAT MIXES MODES, 229
TEXT-MESSAGE SURVEYS, 229
SELECTING THE APPROPRIATE SURVEY RESEARCH DESIGN, 229
PRETESTING, 231
ETHICAL ISSUES IN SURVEY RESEARCH, 231
SUMMARY, 231
KEY TERMS AND CONCEPTS, 232
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 232
RESEARCH ACTIVITIES, 233
CASE 10.1 NATIONAL DO NOT CALL REGISTRY, 233
CASE 10.2 ROYAL BEE ELECTRIC FISHING REEL, 234
CHAPTER 11
OBSERVATION METHODS, 235
INTRODUCTION, 236
OBSERVATION IN BUSINESS RESEARCH, 236
WHAT CAN BE OBSERVED?, 236
SURVEY THIS!, 237
THE NATURE OF OBSERVATION STUDIES, 237
RESEARCH SNAPSHOT THIS TREND BROUGHT TO YOU BY DDB
SIGNBANK, 238
CONTENTS
OBSERVATION OF HUMAN BEHAVIOR, 238
COMPLEMENTARY EVIDENCE, 239
DIRECT OBSERVATION, 240
COMBINING DIRECT OBSERVATION AND INTERVIEWING, 241
ETHICAL ISSUES IN THE OBSERVATION OF HUMANS, 241
OBSERVATION OF PHYSICAL OBJECTS, 242
CONTENT ANALYSIS, 243
MECHANICAL OBSERVATION, 244
TELEVISION MONITORING, 244
RESEARCH SNAPSHOT ATTI, INC. SHADOWS THE FLEET, 245
MONITORING WEBSITE TRAFFIC, 246
SCANNER-BASED RESEARCH, 246
MEASURING PHYSIOLOGICAL REACTIONS, 247
RESEARCH SNAPSHOT NEUROCO PEERS INTO THE CONSUMER S
BRAIN, 248
SUMMARY, 249
KEY TERMS AND CONCEPTS, 250
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 250
RESEARCH ACTIVITIES, 251
CASE 11.1 MAZDA AND SYZYGY, 251
CASE 11.2 TEXAS INSTRUMENTS AND E-LAB, 252
CHAPTER 12
EXPERIMENTAL RESEARCH, 253
INTRODUCTION, 254
CREATING AN EXPERIMENT, 254
AN ILLUSTRATION: CAN A SELF-EFFICACY INTERVENTION ENHANCE
JOB ATTITUDE?, 254
SURVEY THIS!, 255
DESIGNING AN EXPERIMENT TO MINIMIZE
EXPERIMENTAL ERROR, 257
MANIPULATION OF THE INDEPENDENT VARIABLE, 257
RESEARCH SNAPSHOT TALKING WHILE DRIVING: ARE CELL
PHONE CONVERSATIONS DIFFERENT FROM PASSENGER
CONVERSATIONS?, 259
SELECTION AND MEASUREMENT OF THE DEPENDENT VARIABLE, 260
SELECTION AND ASSIGNMENT OF TEST UNITS, 260
DEMAND CHARACTERISTICS, 263
WHAT ARE DEMAND CHARACTERISTICS?, 263
EXPERIMENTER BIAS AND DEMAND EFFECTS, 263
HAWTHORNE EFFECT, 264
REDUCING DEMAND CHARACTERISTICS, 265
ESTABLISHING CONTROL, 266
PROBLEMS CONTROLLING EXTRANEOUS VARIABLES, 266
ETHICAL ISSUES IN EXPERIMENTATION, 267
PRACTICAL EXPERIMENTAL DESIGN ISSUES, 267
BASIC VERSUS FACTORIAL EXPERIMENTAL DESIGNS, 267
LABORATORY EXPERIMENTS, 267
FIELD EXPERIMENTS, 268
RESEARCH SNAPSHOT THE HIDDEN IN HIDDEN
VALLEY RANCH, 269
WITHIN-SUBJECTS AND BETWEEN-SUBJECTS DESIGNS, 270
ISSUES OF EXPERIMENTAL VALIDITY, 271
INTERNAL VALIDITY, 271
EXTERNAL VALIDITY, 273
TRADE-OFFS BETWEEN INTERNAL AND EXTERNAL
VALIDITY, 274
CLASSIFICATION OF EXPERIMENTAL DESIGNS, 274
SYMBOLISM FOR DIAGRAMMING EXPERIMENTAL
DESIGNS, 274
THREE EXAMPLES OF QUASIEXPERIMENTAL DESIGNS, 274
THREE ALTERNATIVE EXPERIMENTAL DESIGNS, 276
TIME SERIES DESIGNS, 278
COMPLEX EXPERIMENTAL DESIGNS, 278
SUMMARY, 282
KEY TERMS AND CONCEPTS , 283
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 284
RESEARCH ACTIVITIES, 284
CASE 12.1 TOOHEYS,285
MEASUREMENT CONCEPTS
CHAPTER 13
MEASUREMENT AND SCALING
CONCEPTS, 288
INTRODUCTION, 289
WHAT DO I MEASURE?, 289
SURVEY THIS!, 290
RESEARCH SNAPSHOT PEER PRESSURE AND INVESTING
BEHAVIOR, 292
CONCEPTS, 292
OPERATIONAL DEFINITIONS, 292
LEVELS OF SCALE MEASUREMENT, 293
NOMINAL SCALE, 293
ORDINAL SCALE, 295
INTERVAL SCALE, 297
RATIO SCALE, 297
MATHEMATICAL AND STATISTICAL ANALYSIS
OF SCALES, 298
INDEX MEASURES, 299
INDEXES AND COMPOSITES, 299
COMPUTING SCALE VALUES, 300
RESEARCH SNAPSHOT RECODING MADE EASY, 301
THREE CRITERIA FOR GOOD MEASUREMENT, 301
RELIABILITY, 301
VALIDITY, 303
RELIABILITY VERSUS VALIDITY, 305
SENSITIVITY, 305
SUMMARY, 306
KEY TERMS AND CONCEPTS, 306
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 307
RESEARCH ACTIVITIES, 307
CASE 13.1 FLYAWAY AIRWAYS, 308
CONTENTS
CHAPTER 14
ATTITUDE MEASUREMENT, 310
INTRODUCTION, 311
ATTITUDES AS HYPOTHETICAL CONSTRUCTS, 311
SURVEY THIS!, 312
IMPORTANCE OF MEASURING ATTITUDES, 312
TECHNIQUES FOR MEASURING ATTITUDES, 312
RESEARCH SNAPSHOT IS IT POSITIVE EMOTIONALITY, OR IS IT
LOVE?, 313
ATTITUDE RATING SCALES, 313
SIMPLE ATTITUDE SCALES, 313
RESEARCH SNAPSHOT STUDENTS ASK*ARE YOU RESPONSIBLE?, 314
CATEGORY 5CALES, 314
METHOD OF SUMMATED RATINGS: THE LIKERT SCALE, 315
SEMANTIC DIFFERENTIAL, 317
RESEARCH SNAPSHOT MEASURING WEBSITE USABILITY, 319
NUMERICAL SCALES, 319
STAPEL SCALE, 319
CONSTANT-SUM SCALE, 320
GRAPHIC RATING SCALES, 321
RESEARCH SNAPSHOT HOW MUCH IS A HEALTHY HOME
WORTH?, 322
THURSTONE INTERVAL SCALE, 322
MEASURING BEHAVIORAL INTENTION, 323
BEHAVIORAL DIFFERENTIAL, 324
RANKING, 324
PAIRED COMPARISONS, 324
SORTING, 325
OTHER METHODS OF ATTITUDE MEASUREMENT, 325
SELECTING A MEASUREMENT SCALE: SOME PRACTICAL
DECISIONS, 326
RANKING, SORTING, RATING, OR CHOICE TECHNIQUE?, 326
MONADIC OR COMPARATIVE SCALE?, 326
WHAT TYPE OF CATEGORY LABELS, IF ANY?, 327
HOW MANY SCALE CATEGORIES OR RESPONSE POSITIONS?, 327
BALANCED OR UNBALANCED RATING SCALE?, 327
EVEN OR ODD NUMBER OF SCALE POINTS?, 328
USE A SCALE THAT FORCES A CHOICE AMONG PREDETERMINED
OPTIONS?, 328
SINGLE MEASURE OR AN INDEX MEASURE?, 329
SUMMARY, 329
KEY TERMS AND CONCEPTS, 330
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 330
RESEARCH ACTIVITY, 331
CASE 14.1 ROEDER-JOHNSON CORPORATION, 331
CASE 14.2 ATTITUDES TOWARD TECHNOLOGY AND LIFESTYLE, 331
CHAPTER 15
QUESTIONNAIRE DESIGN, 333
INTRODUCTION, 334
QUESTIONNAIRE QUALITY AND DESIGN: BASIC
CONSIDERATIONS, 334
WHAT SHOULD BE ASKED?, 334
SURVEY THIS!, 335
QUESTIONNAIRE RELEVANCY, 335
QUESTIONNAIRE ACCURACY, 335
WORDING QUESTIONS, 336
OPEN-ENDED RESPONSE VERSUS FIXED-ALTERNATIVE
QUESTIONS, 336
RESEARCH SNAPSHOT CORPORATE REPUTATIONS: CONSUMERS
PUT JOHNSON & JOHNSON, MICROSOFT, AND GOOGLE
ON TOP, 337
TYPES OF FIXED-ALTERNATIVE QUESTIONS, 338
PHRASING QUESTIONS FOR SELF-ADMINISTERED, TELEPHONE, AND
PERSONAL INTERVIEW SURVEYS, 340
GUIDELINES FOR CONSTRUCTING QUESTIONS, 341
AVOID COMPLEXITY: USE SIMPLE, CONVERSATIONAL
LANGUAGE, 341
AVOID LEADING AND LOADED QUESTIONS, 342
AVOID AMBIGUITY: BE AS SPECIFIC AS POSSIBLE, 343
AVOID DOUBLE-BARRELED ITEMS, 344
AVOID MAKING ASSUMPTIONS, 345
AVOID BURDENSOME QUESTIONS THAT MAY TAX THE
RESPONDENT S MEMORY, 345
MAKE CERTAIN QUESTIONS GENERATE VARIANCE, 346
WHAT IS THE BEST QUESTION SEQUENCE?, 347
RESEARCH SNAPSHOT WHAT CITIZENS THINK ABOUT CLIMATE
CHANGE, 348
WHAT IS THE BEST LAYOUT?, 350
TRADITIONAL QUESTIONNAIRES, 350
INTERNET QUESTIONNAIRES, 355
RESEARCH SNAPSHOT PRETESTING THE CAHPS HOSPITAL
SURVEY, 359
HOW MUCH PRETESTING AND REVISING ARE
NECESSARY?, 360
DESIGNING QUESTIONNAIRES FOR GLOBAL
MARKETS, 361
SUMMARY, 362
KEY TERMS AND CONCEPTS, 363
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 363
RESEARCH ACTIVITY, 364
CASE 15.1 AGENCY FOR HEALTHCARE RESEARCH
AND QUALITY, 364
CASE 15.2 CANTERBURY TRAVELS, 369
CASE 15.3 MCDONALD S SPANISH LANGUAGE
QUESTIONNAIRE, 371
CASE 15.4 SCHONBRUNN PALACE IN
VIENNA, 372
APPENDIX 15A
QUESTION WORDING AND
MEASUREMENT SCALES FOR COMMONLY
RESEARCHED TOPICS, 373
QUESTIONS ABOUT ADVERTISING, 373
AWARENESS, 373
UNAIDED RECALL/TOP OF THE MIND RECALL, 374
AIDED RECALL, 374
RECOGNITION, 374
CONTENTS
MESSAGE COMMUNICATION/PLAYBACK (SALES POINT
PLAYBACK), 374
ATTITUDE TOWARD THE ADVERTISEMENT, 375
ATTITUDE TOWARD ADVERTISED BRAND (PERSUASION), 375
READERSHIPA/IEWERSHIP, 375
QUESTIONS ABOUT OWNERSHIP AND PRODUCT
USAGE, 376
OWNERSHIP, 376
PURCHASE BEHAVIOR, 376
REGULAR USAGE, 376
QUESTIONS ABOUT GOODS AND SERVICES, 376
EASE OF USE, 376
UNIQUENESS, 377
ATTRIBUTE RATINGS/IMPORTANCE OF CHARACTERISTICS, 377
INTEREST, 377
LIKE/DISLIKE, 378
PREFERENCE, 378
EXPECTATIONS, 378
SATISFACTION, 378
QUALITY, 379
PROBLEMS, 379
BENEFITS, 379
IMPROVEMENTS, 379
BUYING INTENTIONS FOR EXISTING PRODUCTS, 379
BUYING INTENTIONS BASED ON PRODUCT CONCEPT, 380
REASON FOR BUYING INTENTION, 380
QUESTIONS ABOUT DEMOGRAPHICS, 380
AGE, 380
EDUCATION, 381
MARITAL STATUS, 381
CHILDREN, 381
INCOME, 381
OCCUPATION, 382
SAMPLING AND FIELDWORK
CHAPTER 16
SAMPLING DESIGNS AND
SAMPLING PROCEDURES, 384
INTRODUCTION, 385
SAMPLING TERMINOLOGY, 385
WHY SAMPLE?, 385
PRAGMATIC REASONS, 385
SURVEY THIS!, 386
ACCURATE AND RELIABLE RESULTS, 386
DESTRUCTION OF TEST UNITS, 386
RESEARCH SNAPSHOT FINDING OUT ABOUT WORK IS A
LOT OF WORK!, 387
PRACTICAL SAMPLING CONCEPTS, 387
DEFINING THE TARGET POPULATION, 387
THE SAMPLING FRAME, 388
SAMPLING UNITS, 390
RANDOM SAMPLING AND NONSAMPLING
ERRORS, 390
RANDOM SAMPLING ERROR, 391
SYSTEMATIC SAMPLING ERROR, 391
LESS THAN PERFECTLY REPRESENTATIVE SAMPLES, 391
PROBABILITY VERSUS NONPROBABILITY
SAMPLING, 392
NONPROBABILITY SAMPLING, 392
CONVENIENCE SAMPLING, 393
RESEARCH SNAPSHOT HOW MUCH DOES YOUR PRESCRIPTION
COST? IT DEPENDS ON WHO YOU BUY IT FROM, 393
JUDGMENT SAMPLING, 393
RESEARCH SNAPSHOT AMERICAN KENNEL CLUB TRIES TO KEEP
PET OWNERS OUT OF THE DOGHOUSE, 394
QUOTA SAMPLING, 394
SNOWBALL SAMPLING, 395
PROBABILITY SAMPLING, 395
SIMPLE RANDOM SAMPLING, 396
SYSTEMATIC SAMPLING, 396
STRATIFIED SAMPLING, 397
PROPORTIONAL VERSUS DISPROPORTIONAL SAMPLING, 397
CLUSTER SAMPLING, 398
RESEARCH SNAPSHOT WHO S AT HOME? DIFFERENT WAYS TO
SELECT RESPONDENTS, 399
MULTISTAGE AREA SAMPLING, 399
WHAT IS THE APPROPRIATE SAMPLE
DESIGN?, 401
DEGREE OF ACCURACY, 402
RESOURCES, 402
RESEARCH SNAPSHOT NEW ON CAMPUS: STUDENT
ADJUSTMENT TO COLLEGE LIFE, 403
TIME, 403
ADVANCE KNOWLEDGE OF THE POPULATION, 403
NATIONAL VERSUS LOCAL PROJECT, 403
INTERNET SAMPLING IS UNIQUE, 404
WEBSITE VISITORS, 404
PANEL SAMPLES, 404
RECRUITED AD HOC SAMPLES, 405
OPT-IN LISTS, 405
SUMMARY, 406
KEY TERMS AND CONCEPTS, 406
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 407
RESEARCH ACTIVITIES, 407
CASE 16.1 WHO S FISHING?, 408
CASE 16.2 SCIENTIFIC TELEPHONE SAMPLES, 408
CHAPTER 17
DETERMINATION OF SAMPLE SIZE:
A REVIEW OF STATISTICAL THEORY, 409
INTRODUCTION, 410
DESCRIPTIVE AND INFERENTIAL STATISTICS, 410
SAMPLE STATISTICS AND POPULATION PARAMETERS, 410
MAKING DATA USABLE, 411
FREQUENCY DISTRIBUTIONS, 411
CONTENTS
SURVEY THIS!, 412
PROPORTIONS, 412
RESEARCH SNAPSHOT THE WELL-CHOSEN AVERAGE, 413
MEASURES OF CENTRAL TENDENCY, 413
MEASURES OF DISPERSION, 415
THE NORMAL DISTRIBUTION, 418
POPULATION DISTRIBUTION, SAMPLE DISTRIBUTION, AND
SAMPLING DISTRIBUTION, 422
CENTRAL-LIMIT THEOREM, 424
ESTIMATION OF PARAMETERS, 427
POINT ESTIMATES, 427
CONFIDENCE INTERVALS, 427
RESEARCH SNAPSHOT SAMPLING THE WORLD, 428
SAMPLE SIZE, 430
RANDOM ERROR AND SAMPLE SIZE, 430
RESEARCH SNAPSHOT TARGET AND WALMART SHOPPERS REALLY
ARE DIFFERENT, 431
FACTORS IN DETERMINING SAMPLE SIZE FOR QUESTIONS INVOLVING
MEANS, 431
ESTIMATING SAMPLE SIZE FOR QUESTIONS INVOLVING MEANS, 432
THE INFLUENCE OF POPULATION SIZE ON SAMPLE SIZE, 433
FACTORS IN DETERMINING SAMPLE SIZE FOR PROPORTIONS, 433
CALCULATING SAMPLE SIZE FOR SAMPLE PROPORTIONS, 435
DETERMINING SAMPLE SIZE ON THE BASIS OF JUDGMENT, 436
DETERMINING SAMPLE SIZE FOR STRATIFIED AND OTHER
PROBABILITY SAMPLES, 437
DETERMINING LEVEL OF PRECISION AFTER DATA COLLECTION, 437
A REMINDER ABOUT STATISTICS, 437
SUMMARY, 438
KEY TERMS AND CONCEPTS, 438
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 439
RESEARCH ACTIVITIES, 440
CASE 17.1 POINTSEC MOBILE TECHNOLOGIES, 440
CHAPTER 18
FIELDWORK, 441
INTRODUCTION, 442
THE NATURE OF FIELDWORK, 442
WHO CONDUCTS THE FIELDWORK?, 442
SURVEY THIS!, 443
IN-HOUSE TRAINING FOR INEXPERIENCED
INTERVIEWERS, 443
MAKING INITIAL CONTACT AND SECURING THE INTERVIEW, 443
RESEARCH SNAPSHOT INTERVIEWING FOR HORIZON RESEARCH
SERVICES, 444
ASKING THE QUESTIONS, 445
RESEARCH SNAPSHOT WHY IS WHY IMPORTANT?, 446
PROBING WHEN NO RESPONSE IS GIVEN, 446
RECORDING THE RESPONSES, 447
RESEARCH SNAPSHOT PROBING FOR DEEPER MEANING AT
OLSON ZALTMAN ASSOCIATES, 448
TERMINATING THE INTERVIEW, 449
PRINCIPLES OF GOOD INTERVIEWING, 449
THE BASICS, 449
REQUIRED PRACTICES, 450
FIELDWORK MANAGEMENT, 451
BRIEFING SESSION FOR EXPERIENCED INTERVIEWERS, 451
TRAINING TO AVOID PROCEDURAL ERRORS IN SAMPLE
SELECTION, 451
RESEARCH SNAPSHOT TOTAL QUALITY MANAGEMENT FOR
INTERVIEWING, 452
SUPERVISION OF FIELDWORKERS, 452
SAMPLING VERIFICATION, 453
INTERVIEWER CHEATING, 453
VERIFICATION BY REINTERVIEWING, 454
SUMMARY, 454
KEY TERMS AND CONCEPTS, 455
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 455
RESEARCH ACTIVITY, 456
CASE 18.1 THOMAS AND DOROTHY LEAVEY
LIBRARY, 456
CASE 18.2 MARGARET MURPHY O HARA, 456
DATA ANALYSIS AND PRESENTATION
CHAPTER 19
EDITING AND CODING: TRANSFORMING
RAW DATA INTO INFORMATION, 458
INTRODUCTION, 459
STAGES OF DATA ANALYSIS, 459
SURVEY THIS!, 460
EDITING, 460
FIELD EDITING, 461
IN-HOUSE EDITING, 461
RESEARCH SNAPSHOT DO YOU HAVE INTEGRITY?, 462
EDITING FOR COMPLETENESS, 463
EDITING QUESTIONS ANSWERED OUT OF ORDER, 464
FACILITATING THE CODING PROCESS, 464
PITFALLS OF EDITING, 465
PRETESTING EDIT, 465
CODING, 465
CODING QUALITATIVE RESPONSES, 465
THE DATA FILE, 468
RESEARCH SNAPSHOT BUILDING A MULTIPETABYTE DATA
SYSTEM, 469
CODE CONSTRUCTION, 469
PRECODING FIXED-ALTERNATIVE QUESTIONS, 470
MORE ON CODING OPEN-ENDED QUESTIONS, 471
DEVISING THE CODING SCHEME, 472
CODE BOOK, 475
EDITING AND CODING COMBINED, 475
RESEARCH SNAPSHOT CODING DATA ON-THE-GO, 476
CONTENTS
COMPUTERIZED SURVEY DATA PROCESSING, 476
ERROR CHECKING, 476
SUMMARY, 477
KEY TERMS AND CONCEPTS, 478
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 478
RESEARCH ACTIVITIES, 479
CASE 19.1 U.S. DEPARTMENT OF THE INTERIOR HERITAGE
CONSERVATION AND RECREATION SERVICE, 479
CASE 19.2 SHAMPOO 9-10, 480
CHAPTER 20
BASIC DATA ANALYSIS:
DESCRIPTIVE STATISTICS, 483
INTRODUCTION, 484
THE NATURE OF DESCRIPTIVE ANALYSIS, 484
SURVEY THIS!, 485
TABULATION, 486
CROSS-TABULATION, 486
CONTINGENCY TABLES, 487
PERCENTAGE CROSS-TABULATIONS, 488
RESEARCH SNAPSHOT OUR FOUR-LEGGED FAMILY MEMBERS, 489
ELABORATION AND REFINEMENT, 490
HOW MANY CROSS-TABULATIONS?, 490
QUADRANT ANALYSIS, 491
DATA TRANSFORMATION, 491
SIMPLE TRANSFORMATIONS, 491
PROBLEMS WITH DATA TRANSFORMATIONS, 493
INDEX NUMBERS, 494
CALCULATING RANK ORDER, 494
RESEARCH SNAPSHOT TWITTER AND THE RETWEETABILITY
INDEX, 495
TABULAR AND GRAPHIC METHODS OF DISPLAYING
DATA, 496
COMPUTER PROGRAMS FOR ANALYSIS, 497
STATISTICAL PACKAGES, 497
COMPUTER GRAPHICS AND COMPUTER MAPPING, 498
INTERPRETATION, 500
SUMMARY, 500
KEY TERMS AND CONCEPTS, 501
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 501
RESEARCH ACTIVITIES, 503
CASE 20.1 BODY ON TAP, 503
CASE 20.2 DOWNY-Q QUILT, 503
CHAPTER 21
UNIVARIATE STATISTICAL ANALYSIS, 506
INTRODUCTION, 507
HYPOTHESIS TESTING, 507
THE HYPOTHESIS-TESTING PROCEDURE, 507
SURVEY THIS!, 508
RESEARCH SNAPSHOT THE FRESHMAN 7.8, 509
AN EXAMPLE OF HYPOTHESIS TESTING, 511
TYPE I AND TYPE II ERRORS, 513
RESEARCH SNAPSHOT THE LAW AND TYPE I AND TYPE II
ERRORS, 514
CHOOSING THE APPROPRIATE STATISTICAL
TECHNIQUE, 515
TYPE OF QUESTION TO BE ANSWERED, 515
NUMBER OF VARIABLES, 515
LEVEL OF SCALE OF MEASUREMENT, 515
RESEARCH SNAPSHOT LIVING IN A STATISTICAL WEB, 516
PARAMETRIC VERSUS NONPARAMETRIC HYPOTHESIS TESTS, 516
THE T-DISTRIBUTION, 517
CALCULATING A CONFIDENCE INTERVAL ESTIMATE USING THE
T-DISTRIBUTION, 519
UNIVARIATE HYPOTHESIS TEST USING THE F-DISTRIBUTION, 520
THE CHI-SQUARE TEST FOR GOODNESS OF FIT, 521
RESEARCH SNAPSHOT INTERESTED IN RETIREMENT? IT OFTEN
DEPENDS ON YOUR AGE, 523
HYPOTHESIS TEST OF A PROPORTION, 524
ADDITIONAL APPLICATIONS OF HYPOTHESIS
TESTING, 525
SUMMARY, 525
KEY TERMS AND CONCEPTS, 526
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 526
RESEARCH ACTIVITIES, 526
CASE 21.1 PREMIER MOTORCARS, 527
CHAPTER 22
BIVARIATE STATISTICAL ANALYSIS:
DIFFERENCES BETWEEN
TWO VARIABLES, 528
INTRODUCTION, 529
WHAT IS THE APPROPRIATE TEST OF DIFFERENCE?, 529
SURVEY THIS!, 531
CROSS-TABULATION TABLES: THE X
2
TEST FOR
GOODNESS-OF-FIT, 531
RESEARCH SNAPSHOT ACCURATE INFORMATION? HOW ABOUT A
CHI-SQUARE TEST?, 534
THE T-TEST FOR COMPARING TWO MEANS, 534
INDEPENDENT SAMPLES F-TEST, 534
RESEARCH SNAPSHOT EXPERT T-EEZE, 538
PAIRED-SAMPLES F-TEST, 539
THE Z-TEST FOR COMPARING TWO PROPORTIONS, 540
ANALYSIS OF VARIANCE (ANOVA), 542
WHAT IS ANOVA?, 542
SIMPLE ILLUSTRATION OF ANOVA, 542
RESEARCH SNAPSHOT MORE THAN ONE-WAY, 543
CONTENTS
PARTITIONING VARIANCE IN ANOVA, 544
THE F-TEST, 546
PRACTICALLY SPEAKING, 547
SUMMARY, 547
KEY TERMS AND CONCEPTS, 548
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 548
RESEARCH ACTIVITIES, 551
CASE 22.1 OLD SCHOOL VERSUS NEW SCHOOL
SPORTS FANS, 557
APPENDIX 22A
MANUAL CALCULATION OF AN
F-STATISTIC, 553
APPENDIX 22B
ANOVA FOR COMPLEX
EXPERIMENTAL DESIGNS, 556
FACTORIAL DESIGNS, 558
ANOVA FOR A FACTORIAL EXPERIMENT, 558
PARTITIONING THE SUM OF SQUARES FOR A TWO-WAY ANOVA, 558
CHAPTER 23
BIVARIATE STATISTICAL ANALYSIS:
MEASURES OF ASSOCIATION, 560
INTRODUCTION, 561
THE BASICS, 561
SIMPLE CORRELATION COEFFICIENT, 561
SURVEY THIS!, 562
AN EXAMPLE, 563
CORRELATION, COVARIANCE, AND CAUSATION, 564
COEFFICIENT OF DETERMINATION, 564
CORRELATION MATRIX, 565
REGRESSION ANALYSIS, 566
RESEARCH SNAPSHOT WHAT MAKES ATTRACTIVENESS?, 567
THE REGRESSION EQUATION, 568
PARAMETER ESTIMATE CHOICES, 568
VISUAL ESTIMATION OF A SIMPLE REGRESSION MODEL, 569
ORDINARY LEAST-SQUARES (OLS) METHOD OF REGRESSION
ANALYSIS, 571
RESEARCH SNAPSHOT SIZE AND WEIGHT, 576
SUMMARY, 577
KEY TERMS AND CONCEPTS, 577
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 578
RESEARCH ACTIVITIES, 579
CASE 23.1 INTERNATIONAL OPERATIONS AT CARCARE INC., 579
APPENDIX 23A
ARITHMETIC BEHIND OLS, 580
CHAPTER 24
MULTIVARIATE STATISTICAL
ANALYSIS, 582
INTRODUCTION, 583
WHAT IS MULTIVARIATE DATA ANALYSIS?, 583
THE VARIATE IN MULTIVARIATE, 583
SURVEY THIS!, 584
CLASSIFYING MULTIVARIATE TECHNIQUES, 584
DEPENDENCE TECHNIQUES, 584
INTERDEPENDENCE TECHNIQUES, 584
INFLUENCE OF MEASUREMENT SCALES, 585
ANALYSIS OF DEPENDENCE, 586
MULTIPLE REGRESSION ANALYSIS, 586
RESEARCH SNAPSHOT TOO MUCH OF A GOOD THING!, 589
ANOVA (N-WAY) AND MANOVA, 591
DISCRIMINANT ANALYSIS, 592
RESEARCH SNAPSHOT HOW TO GET MANOVA
RESULTS, 593
ANALYSIS OF INTERDEPENDENCE, 595
FACTOR ANALYSIS, 595
RESEARCH SNAPSHOT GETTING FACTOR RESULTS WITH
SAS OR SPSS, 597
CLUSTER ANALYSIS, 599
MULTIDIMENSIONAL SCALING, 601
SUMMARY, 602
KEY TERMS AND CONCEPTS, 603
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 603
RESEARCH ACTIVITIES, 604
CASE 24.1 THE UTAH JAZZ, 607
CASE 24.2 HOW DO WE KEEP THEM?, 609
CHAPTER 25
COMMUNICATING RESEARCH
RESULTS: REPORT GENERATION,
ORAL PRESENTATION, AND
FOLLOW-UP, 610
INTRODUCTION, 611
INSIGHTS FROM THE COMMUNICATIONS
MODEL, 611
SURVEY THIS!, 612
THE REPORT IN CONTEXT, 613
REPORT FORMAT, 613
TAILORING THE FORMAT TO THE PROJECT, 614
THE PARTS OF THE REPORT, 615
RESEARCH SNAPSHOT RESEARCH ROI, 617
RESEARCH SNAPSHOT HOW DO WE STACK UP?
THE VALUE OF SBA.GOV, 618
CONTENTS
BASIC BUSINESS RESEARCH REPORT, 619
EFFECTIVE USE OF GRAPHIC AIDS, 620
TABLES, 620
CHARTS, 622
THE ORAL PRESENTATION, 628
RESEARCH SNAPSHOT THE 10/20/30 RULE OF
POWERPOINT, 629
REPORTS ON THE INTERNET OR INTRANET, 629
THE RESEARCH FOLLOW-UP, 630
SUMMARY, 630
KEY TERMS AND CONCEPTS, 631
QUESTIONS FOR REVIEW AND CRITICAL THINKING, 631
RESEARCH ACTIVITIES, 631
CASE 25.1 ANNENBERG PUBLIC POLICY CENTER, 632
COMPREHENSIVE CASES WITH
COMPUTERIZED DATABASES
CASE 1: RUNNING THE NUMBERS: DOES IT PAY?, 636
CASE 2: ATTIRING SITUATION, 637
CASE 3: VALUES AND THE AUTOMOBILE MARKET, 638
CASE 4: TABH, INC., AUTOMOTIVE CONSULTING, 641
CASE 5: THE ATLANTA BRAVES, 642
CASE 6: KNOWING THE WAY, 642
GLOSSARY OF FREQUENTLY USED SYMBOLS, 645
GLOSSARY, 646
ENDNOTES, 659
INDEX, 666
|
| any_adam_object | 1 |
| author_GND | (DE-588)12499086X |
| building | Verbundindex |
| bvnumber | BV040295494 |
| ctrlnum | (OCoLC)802575577 (DE-599)HBZHT017260022 |
| dewey-full | 658.0072 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.0072 |
| dewey-search | 658.0072 |
| dewey-sort | 3658.0072 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 9. ed., internat. ed. |
| format | Book |
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| id | DE-604.BV040295494 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:21:00Z |
| institution | BVB |
| isbn | 9781133190943 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025150600 |
| oclc_num | 802575577 |
| open_access_boolean | |
| owner | DE-92 DE-384 |
| owner_facet | DE-92 DE-384 |
| physical | XXV, 670 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | South-Western |
| record_format | marc |
| spelling | Business research methods William G. Zikmund ... 9. ed., internat. ed. Mason, Ohio [u.a.] South-Western 2013 XXV, 670 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Empirische Wirtschaftsforschung (DE-588)4014609-1 gnd rswk-swf Erhebungsverfahren (DE-588)4246599-0 gnd rswk-swf Konjunkturforschung (DE-588)4128162-7 gnd rswk-swf Wirtschaftsforschung (DE-588)4124477-1 gnd rswk-swf Betriebsdaten (DE-588)4145038-3 gnd rswk-swf Forschungsmethode (DE-588)4155046-8 gnd rswk-swf Operations Research (DE-588)4043586-6 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Betriebswirtschaftslehre (DE-588)4069402-1 gnd rswk-swf Empirische Sozialforschung (DE-588)4014606-6 gnd rswk-swf Methode (DE-588)4038971-6 gnd rswk-swf Wirtschaftswissenschaften (DE-588)4066528-8 gnd rswk-swf Forschung (DE-588)4017894-8 gnd rswk-swf Empirische Wirtschaftsforschung (DE-588)4014609-1 s Betriebswirtschaftslehre (DE-588)4069402-1 s Forschungsmethode (DE-588)4155046-8 s Wirtschaftsforschung (DE-588)4124477-1 s 1\p DE-604 Konjunkturforschung (DE-588)4128162-7 s Methode (DE-588)4038971-6 s Unternehmen (DE-588)4061963-1 s 2\p DE-604 Betriebsdaten (DE-588)4145038-3 s Erhebungsverfahren (DE-588)4246599-0 s 3\p DE-604 Empirische Sozialforschung (DE-588)4014606-6 s 4\p DE-604 Wirtschaftswissenschaften (DE-588)4066528-8 s 5\p DE-604 Management (DE-588)4037278-9 s 6\p DE-604 Forschung (DE-588)4017894-8 s 7\p DE-604 Operations Research (DE-588)4043586-6 s 8\p DE-604 9\p DE-604 DE-604 Zikmund, William G. 1943-2002 Sonstige (DE-588)12499086X oth SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025150600&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 7\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 8\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 9\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Business research methods Empirische Wirtschaftsforschung (DE-588)4014609-1 gnd Erhebungsverfahren (DE-588)4246599-0 gnd Konjunkturforschung (DE-588)4128162-7 gnd Wirtschaftsforschung (DE-588)4124477-1 gnd Betriebsdaten (DE-588)4145038-3 gnd Forschungsmethode (DE-588)4155046-8 gnd Operations Research (DE-588)4043586-6 gnd Management (DE-588)4037278-9 gnd Unternehmen (DE-588)4061963-1 gnd Betriebswirtschaftslehre (DE-588)4069402-1 gnd Empirische Sozialforschung (DE-588)4014606-6 gnd Methode (DE-588)4038971-6 gnd Wirtschaftswissenschaften (DE-588)4066528-8 gnd Forschung (DE-588)4017894-8 gnd |
| subject_GND | (DE-588)4014609-1 (DE-588)4246599-0 (DE-588)4128162-7 (DE-588)4124477-1 (DE-588)4145038-3 (DE-588)4155046-8 (DE-588)4043586-6 (DE-588)4037278-9 (DE-588)4061963-1 (DE-588)4069402-1 (DE-588)4014606-6 (DE-588)4038971-6 (DE-588)4066528-8 (DE-588)4017894-8 |
| title | Business research methods |
| title_auth | Business research methods |
| title_exact_search | Business research methods |
| title_full | Business research methods William G. Zikmund ... |
| title_fullStr | Business research methods William G. Zikmund ... |
| title_full_unstemmed | Business research methods William G. Zikmund ... |
| title_short | Business research methods |
| title_sort | business research methods |
| topic | Empirische Wirtschaftsforschung (DE-588)4014609-1 gnd Erhebungsverfahren (DE-588)4246599-0 gnd Konjunkturforschung (DE-588)4128162-7 gnd Wirtschaftsforschung (DE-588)4124477-1 gnd Betriebsdaten (DE-588)4145038-3 gnd Forschungsmethode (DE-588)4155046-8 gnd Operations Research (DE-588)4043586-6 gnd Management (DE-588)4037278-9 gnd Unternehmen (DE-588)4061963-1 gnd Betriebswirtschaftslehre (DE-588)4069402-1 gnd Empirische Sozialforschung (DE-588)4014606-6 gnd Methode (DE-588)4038971-6 gnd Wirtschaftswissenschaften (DE-588)4066528-8 gnd Forschung (DE-588)4017894-8 gnd |
| topic_facet | Empirische Wirtschaftsforschung Erhebungsverfahren Konjunkturforschung Wirtschaftsforschung Betriebsdaten Forschungsmethode Operations Research Management Unternehmen Betriebswirtschaftslehre Empirische Sozialforschung Methode Wirtschaftswissenschaften Forschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025150600&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT zikmundwilliamg businessresearchmethods |