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- Wiley
More About This Title Research Methods for Business - A Skill BuildingApproach 5e
English
Dr Roger Bougie lectures in Marketing and Business Research Methods at the Department of Marketing at Tilburg University, The Netherlands.
English
About the authors xvii
Preface xix
Chapter 1 Introduction to research 1
Chapter 2 Scientific investigation 17
Chapter 3 The research process: the broad problem area and defining the problem statement 35
Chapter 4 The research process: theoretical framework and hypothesis development 67
Chapter 5 The research process: elements of research design 101
Chapter 6 Measurement of variables: operational definition 125
Chapter 7 Measurement: scaling, reliability, validity 139
Chapter 8 Data collection methods 179
Chapter 9 Experimental designs 225
Chapter 10 Sampling 261
Chapter 11 Quantitative data analysis 303
Chapter 12 Quantitative data analysis: hypothesis testing 335
Chapter 13 Qualitative data analysis 369
Chapter 14 The research report 389
A final note to students 423
Statistical tables 425
Glossary 435
Bibliography 449
Index 457
