| 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。 |
| 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 20． P |
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