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Preface
Business Research Methods is designed to share the stimulating, challenging, fascinating, and sometimes frustrating world of research-supported decision making with undergraduate students preparing to be future managers. We have used our research and teaching experience and our numerous research industry contacts to create a textbook full of practical examples and researcher insights. For undergraduate students just learning about research methods or graduate students advancing their research knowledge, with each new edition Business Research Methods promises—and delivers—not only a teachable textbook but a valued reference for the future.

Four words summarize the changes made to this 9th edition of Business Research Methods—expanded, reorganized, new, and collaboration. You’ll be happy to see that we’ve made these changes while keeping all those features on which you have come to rely—great coverage of the research process, especially the clarification of the research problem, great coverage of ethical issues, great coverage of survey research, great coverage of research reporting.

What’s Expanded?
Coverage of Qualitative Research. You’ll find a new chapter in Business Research Methods—Qualitative Research. For several years research practitioners have been exhibiting increasing interest in qualitative research methodologies. In their search for insights, they are using more frequently these qualitative techniques. These tools took a back seat to the quantitative ones during the last 20 years, which may explain why many of our students think research is synonymous with the survey. To correct this misconception, we’ve given students the “what and why” of numerous qualitative techniques in Chapter 8. Here we’ve expanded our coverage of the focus group (as it is the most frequently used qualitative technique), and we’ve also presented a rich array of other techniques being used. You’ll also notice that our snapshots and cases also reveal an increasing use of qualitative techniques. And we’ve given students something most have never seen: a focus group discussion guide. Now you and your students can see how a 25-year veteran moderator structures a focus group. It’s in Appendix A.

Process series of exhibits. The core pedagogy of Business Research Methods is based on an understanding that students learn both verbally and visually. Our process series of exhibits has been expanded to cover every aspect of the research process. These exhibits offer an overview of a process or a more detailed breakout of a sub-process. And each exhibit is linked to the others in the series with a consistency in use of shape and color. In all three new exhibits have joined this series, and many of the others have been refined to make the research process easier to understand. You’ll now find 31 of these exhibits throughout the text.

Coverage of Research Industry Structure. Reviewers told us that many of their students won’t ever do actual research themselves but be more likely to hire specialists and need to supervise the process. As a result we’ve added a section to Chapter 1 that describes how the research industry is structured, and how research specialists work together to accomplish projects.

Coverage of Request for Proposals. If students become managers who hire out research projects, then they need to know more about how such projects are put out for bid. Thus, we’ve expanded our coverage of the request for proposal—the RFP—including a complete RFP developed for an Ogilvy Research Award-winning project. By following the Covering Kids project from RFP, through the various snapshots, the written case, and the video case, your students will fully understand the process so critical to specing quality research.

Coverage of Test Markets. The most notable experiment in business research is the test market. We’ve added a section to Chapter 11 to give it the attention that this frequently used methodology deserves....
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