Business Research Methods (7th Edition)

Author: Donald R. Cooper
Publisher:
Publish Date: 2006-01-01
Features: This book is easy to understand and accessible, guiding readers on how to make correct decisions through business research to achieve success on the path to success. — Translated by Guo Yi
The book has a clear structure, rich and detailed content, a combination of theory and practice, strong practicality, abundant references, clear viewpoints, vivid and fluent language, and excellent case studies, which helps business readers solve various practical problems in their work. — Edited by the book's editor-in-chief
After China joined the WTO, the domestic market will become more open, and the environment businesses face will also become more complex. How to break out of difficulties, gain the initiative, and win a relative competitive advantage is a problem every business must solve. Conducting business research is an effective method to help businesses solve strategic decision-making and operational problems. This book is an outstanding textbook widely praised for its systematic, scientific, and practical approach, standing out among similar textbooks. The book consists of 4 parts and 20 chapters:
Part I: Introduction to Business Research elaborates on the main content of business research, applying scientific thinking to solve management problems, the research process, research proposals, and ethical issues in business research.
Part II: Designing Research Methods discusses research strategies, sampling design, measurement, and measurement scales.
Part III: Data Sources and Collection explores secondary data, survey methods, communication with participants, tools for communication with participants, observational research methods, and experimental methods.
Part IV: Data Analysis and Presentation covers data processing and description, analysis, presentation, and testing of data, hypothesis testing, correlation measurement, multivariate analysis, an overview, expressing results, and issues related to written and oral reports.
The book comprehensively and systematically introduces each step in business research, as well as the problems to be noted during practical operations. It also has the following features: clear structure, rich and detailed content, a combination of theory and practice, strong practicality, abundant references, clear viewpoints, vivid and fluent language, and excellent case studies.
The book has a wide range of users, including college and university teachers and students across the country, MBA students, market researchers or management consultants, business managers, personnel from various enterprises and institutions in need of research method training, and a broad readership with an interest in business research.