Business Research Methods
This best-selling text continues in its seventh edition to provide the most current and comprehensive coverage of business research. Its student-friendly design contains numerous examples illustrating real-world research in management, marketing, finance, accounting, and other business areas. Business Research Methods, 7e, is the ideal text for undergraduate and first year MBA courses in marketing, management, or quantitative studies.
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A. C. Nielsen advertising Advertising Age analysis answer asked attitude average Bank basic behavior bias brand business research calculated census characteristics clients cluster coding coefficient completely randomized design concept conducted Consumer correlation data collection decision dependent determine effect estimate example Exhibit experiment exploratory research factor factor analysis fieldworkers frequency identify independent variable indicates individual industry internal validity interval investigation Journal of Marketing mail survey Management Marketing Research measure ment method multivariate nonprobability sampling null hypothesis objectives observation percent personal interviews population problem procedure question questionnaire random record regression Reprinted by permission research process respondents sampling distribution sampling error sampling unit scale score secondary data selected situation Source standard deviation statistical stratified sample subjects Table techniques telephone interviews theory tion treatment utilized validity variance variation York