CONTENTS
PART1
SCIENTIFIC INQUIRY'S ROLE IN
DECLSION MAKING
CHAPTER 1
THE RPLE OF BUSINESS RESEARCH
THE DECISION-MAKING PROCESS
OVERVIEW
THE NATURE OF DECISION MAKING
Leveis of Decision Making
Devels of Declsion Making
Decision-Making Processes
THE ROLE OF RESEARCH IN DECISION MAKING
Business Research Defined
Business Research and Ethics
Role in Declsion Making
Research and the internmational Buslness
Seffing
THE MANAGER-RESEARCHER RELATLONSHIP
PLAN OF THE BOOK
The Business Research Process
SUMMARY
DISCUSSION QUESTIONS
NOTES
SUGGESTED READING
CHAPTER 2
SCIENTIFIC INQUIRY
OVERVIEW
DEFINITIONS
Observations,Facts
Concepts,Constructs,Deflinlfions,Variables
Problems,Hypotheses,Laws
Theories, Models
METHODS OF THEORY CONSTRUCTlON
Model-Based Theory
Deductive Theory
Functional Theory
Inductive Theory
RELEVANCE OF SClENCE IN BUSlNESS
RESEARCH
Science versus Nonscience
Scientific Method
STATE OF THE ART IN BUSlNESS RESEARCH
Levels of Scientiflc Endeavor
Computers and Buslness Research
Where Do We Go from Here?
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
PART 2
BEGlNNlNG THE RESEARCH
PROCESS
CHAPTER 3
SECONDARY DATA COLLECTlON IN
BUSlNESS INQUlRY
OVERVlEW
SECONDARY DATA IN BUSlNESS RESEARCH
Uses of Secondary Data
Search Strategy
SELECTlON OF DATA RETRlEVAL METHODS
Manual Searches
Online Searches
vlii
CONTENTS
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
CHAPTER 4
PROBLEM AND PROPOSAL
DEVELOPMENT AND
MANAGEMENT
OVERVlEW
PROBLEM IDENTlFlCATlON AND
FORMULATlON
Problem Identification
Problem Formulation
The Question of Value
PROPOSAL DEVELOPMENT
A Typology of Business-Related Research
Proposals
Structure of a Proposal
A Sample Research Proposal
MANAGERlAL CONSlDERATlONS
Proposal Evaluation Mechanisms
Other Control Mechanlsms
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: METHODS OF ASSESSlNG THE VALUE
OF RESEARCH INFORMATlON
Bayesian Decislon Analysis
Simple Savings Method
Return on Investment
Notes
PART 3
RESEARCH DESlGN
CHAPTER 5
FUNDAMENTALS OF RESEARCH
DESlGN
OVERVlEW
THE NATURE OF RESEARCH DESlGN
ERROR REDUCTlON THROUGH DESlGN
Potential Sources of Error in the Research
Process
Managerial Strategies for Dealing with Error
MAJOR TYPES OF DESlGNS
Ex Post Facto Deslgns
Experimental Designs
SPEClFlC DESlGN CONFlGURATlONS
Validlty Concerns
Speciflc Designs
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: ADVANCED EXPERlMENTAL
DESlGNS
Completely Randomized Design
Randomized Block Design
The Latin Square Design
Factorial Design
Analysis of Covariance
Notes
CHAPTER 6
FOUNDATlONS OF MEASUREMENT
OVERVlEW
THE NATURE OF MEASUREMENT
Components of Measurement
The Measurement Process
LEVELS OF MEASUREMENT
Nominal
Ordinal
Interval
Ratio
EVALUATlON OF MEASUREMENT SCALES
Validity
Reliability
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: COMPUTATlONAL EXAMPLE OF
COEFFlClENT ALPHA FOR ENERGY
CONSClOUSNESS MULTl-lTEM SCALE
APPENDlX: A COMPUTATlONAL EXAMPLE
ILLUSTRATlNG THE PROPERTlES OF THE CENTRAL
LlMlT THEOREM
Notes
CHAPTER 7
SCAUNG AND INSTRUMENT
DESlGN
OVERVlEW
THE NATURE OF INSTRUMENT DESlGN
SCALE DEVELOPMENT
Item Phrasing
Response Formats
Frequently Used Scaling Techniques
INSTRUMENT DESlGN
Scale Sequencing and Layout
Pretesting and Collecting
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
CHAPTER 8
SAMPUNG DESlGN
OVERVlEW
THE NATURE OF SAMPLlNG
Terminology
The Rationale for Sampling
The Sampling Process
AN llMTRODUCTlON TO THE PHlLOSOPHY OF
SAMPLlNG
SAMPLE DESlGNS
Sample Design Choice Considerations
Probability Designs
PRACTlCAL CONSlDERATlONS IN SAMPUNG
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
PART4
DATA COLLECTlON
CHAPTER 9
PRlMARY DATA COLLECTlON
OVERVlEW
THE NATURE OF PRlMARY DATA COLLECTlON
(PDC)
PASSlVE PDC
ACTlVE PDC
Personal Interviewing
Telephone Interviewing
Mail Interviewing
Computerized Interviewing
A Comparison of Collection Methods
PDC VENDORS
PANEL VENDORS
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: QUALlTATlVE RESEARCH
Nature and Uses of Qualitative Research
Types of Qualitative Research
Notes
CHAPTER l 0
MODEL BUlLDlNG; SELECTlON
AND USE
OVERVlEW
IMPORTANCE AND TERMlNOLOGY
VERBAL VERSUS MATHEMATlCAL MODELS
TYPES OF MODELS
Classification Criteria
Model Speclflcation
Managerial Objectives of Modeling
SELECTlNG A MODEL SOLUTlON TECHNlQUE
Sample Decislon Models and Solution
Techniques
AN EXAMPLE OF MODEL CONSTRUCTlON
SOLUTlON, AND USE
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
PART5
ANALYTlCAL PROCEDURES
C H A P T E R l l
PLANNlNG FOR DATA ANALYSlS
OVERVlEW
PLANNlNG ISSUES
SELECTlNG APPROPRlATE ANALYTlCAL
SOFTWARE
THE PREANALYTlCAL PROCESS
Step 1:DataEditing
Step 2: Variable Development
Step 3: Data Coding
Step 4: Error Check
Step 5: Data Structure Generation
Step 6: Preanalytical Computer Check
Step 7: Tabulation
BASlC ANALYTlCAL FRAMEWORK FOR BUSlNESS
RESEARCH
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
CHAPTER l 2
BASlC ANALYTlCAL METHODS
OVERVlEW
CLASSlFlCATlON OF ANALYTlCAL METHODS BY
PURPOSE
BASlC METHODS OF ASSESSlNG
ASSOClATlON
Crosstabulation
Contingency Correlation
Spearman Rank Correlation
Pearson's r
BASlC METHODS OF ASSESSlNG
DlFFERENCES
Chi-Square Test
Z-Test for Differences in Proportions
t-Test for Differences in Means
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: ADDlTlONAL BASlC ANALYTlCAL
TECHNlQUES
The Normal Distribution
Calculation of the Sample Mean X and Sample
Variance s2
Standardizing a Data Array
Covariation (Covariance)
CHAPTER l 3
ANALYSlS OF VARlANCE AND
REGRESSlON TECHNlQUES
OVERVlEW
THE NATURE OF VARlANCE
DECOMPOSlTlON
LlNEAR MODELS
One-Way Analysis of Variance (ANOVA)
Two-Way Analysis of Variance (ANOVA)
Llnear Regression
Analysis of Covariance
NONPARAMETRlC ANOVA
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: THE USE OF DUMMY AND EFFECT
CODlNG TO EXAMlNE GROUP DlFFERENCES
USlNG MULTlPLE LlNEAR REGRESSlON
CHAPTER l 4
ADVANCED MULTlVARlATE
ANALYSlS
OVERVlEW
INTRODUCTlON TO MULTlVARlATE ANALYSlS
SELECTlON OF A MULTlVARlATE TECHNlQUE
ANALYSlS OF DEPENDENCY
Multivariate Analysis of Variance
Multiple Discrimlnant Analysis
Conjoint Analysis
Covariance Structure Analysis
ANALYSlS OF iNTERDEPENDENCY
Factor Analysis
Cluster Analysis
Multidimensional Scaling
COMMENT ON MULTlVARlATE TECHNlQUES
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
PART6
RESEARCH REPORTlNG AND
EVALUATlON
CHAPTER 1 5
ETHlCAL CONSlDERATlONS IN BUSlNESS
RESEARCH
OVERVlEW
ETHlCAL CONSlDERATlONS IN BUSlNESS
RESEARCH
Societal Rights
Subjects' Rights
Clients'/Managers' Rights
Researchers' Rights
CODES OF ETHlCS
MANAGERlAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
APPENDlX: EXCERPTS FROM THE lCC/ESOMAR
INTERNATlONAL CODE OF MARKETlNG AND
SOClAL RESEARCH PRACTlCE
Introduction
3.2 Code
Appendix 1
CHAPTER l6
RESEARCH REPORTlNG
OVERVlEW
WRlTTEN RESEARCH REPORTS
The Outline
Guidelines
ORAL PRESENTATlONS
COMMUNlCATlON CHALLENGES IN THE
FUTURE
MANAGERtAL CONSlDERATlONS
SUMMARY
DlSCUSSlON QUESTlONS
NOTES
SUGGESTED READlNG
CHAPTER 17
EVALUATlON OF BUSlNESS
RESEARCH
OVERVlEW
EVALUATlNG A RESEARCH REPORT
Evaluation: Problem Development
Evaluation: Research Design
Evaluation: Data Collectlon
Evaluation: Analytical Procedures
Evaluation: Reportlng
Overall Evaluative Score
SUMMARY
DlSCUSSlON QUESTlONS
SUGGESTED READlNG
APPENDlX A
A PRACTlTlONER'S GulDE TO
SECONDARY BUSlNESS INFORMATlON
SOURCES
RESEARCH GUlDES AND BlBLlOGRAPHlES
ENCYCLOPEDlAS, DlRECTORlES, DlCTlONARlES
AND HANDBOOKS
INDEXES
STATlSTlCAL SOURCES
REFERENCES FOR (NDlVlDUAL COMPANlES
OTHER SOURCES: (NTERNATlONAL BUSlNESS
A NOTE ON THE STANDARD INDUSTRlAL
CLASSlRCATlON (SlC)
APPENDlX B
SELECTED STATlSTlCAL TABLES
TABLE B. RANDOM NUMBERS
TABLE B.2 AREAS UNDER THE NORMAL
CURVE
TABLE B.3 DlSTRlBUTlON OF t
TABLE B.4 DtSTRtBUTlON OF x2
TABLEB.5FDtSTRlBUTlON
TABLE B.6 FlSHER'S zTRANSFORMATlON
OF rxy
lNDEX
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