Essentials of Business Research Methods, 5/e (Paperback)

Essentials of Business Research Methods provides an accessible and comprehensive introduction to research methods and analytical techniques for business students. The authors offer a straightforward, hands-on approach to the vital managerial process of gathering and using data to make relevant and timely business decisions.

Covering both qualitative and quantitative analysis, the book explores critical topics, including ethics in business research, privacy matters, data analytics, customer relationship management, how to conduct information-gathering activities more effectively in a rapidly changing business environment, and more. This fifth edition has been fully updated throughout, covering emerging technologies such as machine learning and blockchain technology, as well as expanded coverage of secondary data, using examples from around the world.

A realistic continuing case used throughout the book, applied research examples and ethical dilemma mini cases, enable upper-level undergraduate and postgraduate students to see how business research information is used in the real world.

This comprehensive textbook is supported by a range of online resources, including an instructor’s manual, PowerPoint slides, and a test bank.

作者：Joe F. Hair Jr.
現職：University of South Alabama

作者：Michael Page
現職：University of Stellenbosch Business School

作者：Niek Brunsveld
現職：University of Amsterdam

作者：Adam Merkle
現職：University of Tampa, USA

作者：Natalie Cleton
現職：Wageningen University

PART I: INTRODUCTION
Ch 1 Business Research for The Twenty-First Century
Ch 2 Overview of the Research Process
Ch 3 Ethics in Business Research

PART II: BEGINNING THE RESEARCH PROCESS
Ch 4 Defining the Research Problem and Reviewing the Literature
Ch 5 The Nature and Sources of Secondary Business Data

PARt III: SAMPLING AND DATA COLLECTION
Ch 6 Conceptualization and Research Design
Ch 7 Sampling Approaches and Considerations
Ch 8 Methods of Collecting Primary Data
Ch 9 Measurement and Scaling
Ch10 Questionnaire Design

PART IV: ANALYSIS AND INTERPRETATION OF DATA
Ch11 Basic Data Analysis for Qualitative Research
Ch12 Basic Data Analysis for Quantitative Research
Ch13 Testing Hypotheses in Quantitative Research
Ch14 Examining Relationships Using Correlation and Regression
Ch15 Other Multivariate Techniques

PART V: COMMUNICATING RESEARCH RESULTES
Ch16 Reporting and Presenting Research