The business world has never been changing faster! Businesses can’t assume that continuing to operate their functional areas by the same old processes, with the same old technology, managed in the same old way will continue to produce the same old good result. The need for intelligence supported by a connection with customers, employees, and other constituencies is more important than ever. Business researchers are challenged with the job of producing just this type of intelligence. The ninth edition of Business Research Methods addresses the dynamic nature of today’s business world while conveying the essential elements of the business research process.
Most readers understand that managers want answers to business questions. What is not so obvious is the complexity involved in specifying the correct research questions and determining the appropriate process for collecting, analyzing, and presenting information. This is the role of a business researcher, who must develop the skills to clarify the research objectives and possess the ability to manage the search for information. With the technological capabilities we have today, that means searching through terabyte after terabyte of existing information to pick out those elements which best hold the possibility of turning into useful intelligence.
This information must be complemented by original data gathered by the researcher, All the intelligence must then be communicated in a way that helps managers make decisions. When it works right, business research is a win-win proposition. The process enables a company to identify its customers, understand its employees, and design processes, products, and services that maximize value for all. In return, the company receives value as the customer spends their hard earned money, employee engagement increases, and more effective business practices are implemented. As a result, everyone wins!
Part 1 Introduction
Part 2 Beginning Stages of the Research Process
Part 3 Research Methods for Collecting Primary Data
Part 4 Measurement Concepts
Part 5 Sampling and Fieldwork
Part 6 Data Analysis and Presentation
Part 7 Comprehensive Cases with Computerized Databases