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. 目錄 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