内容简介
本书内容包括：企业研究对象、企业研究方案设计、数据收集整理和研究报告的撰写等。作者对有关企业研究方法的问题作了全面新颖的介绍、并着重论述了决策制定、图表分析、模型应用等方面的知识。
目 录
PART I
INTRODUCTION TO BUSINESS RESEARCH
1． Research in Business
2． Scientific Thingking
3． The Research Process
4． The Research Proposal
5． Ethics in Business Research
PART II
THE DESIGN OF RESEARCH
6． Design Strategies
7． Measurement
8． Scaling Design
9． Sampling Design
PART III
THE SOURCES AND COLLECTION OF DATA
10． Secondary data sources
11． Survey Methods: Communicating with Respondents
12． Instruments for Respondent Communication
13． ObservationalStudies
14． Experimentation
PART IV
ANALYSIS AND PRESENTATION OF DATA
15． Data Preparation and Preliminary Analysis
16． Hypothesis Testing
17． Measures of Association
18． Multivarite Analysis: An Overview
19． Presening Results: Written and Oral Reports
APPENDICES
A A Guide to Reference and Searching
B Decision Theory Problem
C Request for Proposal : Assessment and /contents
D Sample Student Term Project
E Nonparametric Significance Tests
F Selected Statistical tables
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