روش تحقیق برای دانش آموزان کسب و کار Research methods for business students

Using real-life case studies and written with a student-centered approach, this new edition provides students with the necessary knowledge and skills to enable them to undertake a piece of business research making the best use of IT where appropriate. Content: Contents How to use this book Guided tour Preface Contributors Publisher's acknowledgements 1. The nature of business and management research and structure of this book Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 1.1 Introduction 1.2 The nature of research 1.3 The nature of business and management research 1.4 The research process 1.5 The purpose and structure of this book 1.6 Summary Self-check questions Review and discuss questions References Further reading Self-check answers 2. Formulating and clarifying the research topic Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 2.1 Introduction 2.2 Attributes of a good research topic 2.3 Generating and refining research ideas 2.4 Turning research ideas into research projects 2.5 Writing your research proposal 2.6 Summary Self-check questions Review and discuss questions Progressing your research project: From research ideas to a research proposal References Further reading Case 2: Catherine Chang and women in management Mark Saunders, Philip Lewis, Adrian Thornhill Self-check answers 3. Critically reviewing the literature Mark Saunders, Philip Lewis, Adrian Thornhill, Martin Jenkins and Darren Bolton Learning outcomes 3.1 Introduction 3.2 The critical review 3.3 Literature sources available 3.4 Planning your literature search strategy 3.5 Conducting your literature search 3.6 Obtaining and evaluating the literature 3.7 Recording the literature 3.8 Summary Self-check questions Review and discuss questions Progressing your research project: Critically reviewing the literature References Further reading Case 3: National cultures and management styles Mike Savvas Self-check answers 4. Understanding research philosophies and approaches Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 4.1 Introduction 4.2 Understanding your research philosophy 4.3 Research approaches 4.4 Summary Self-check questions Review and discuss questions Progressing your research project: Diagnosing your research philosophy References Further reading Case 4: Marketing music products alongside emerging digital music channels Rick Colbourne Self-check answers 5. Formulating the research design Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 5.1 Introduction 5.2 The purpose of your research 5.3 The need for a clear research strategy 5.4 Multiple methods choices combining quantitative and qualitative techniques and procedures 5.5 Time horizons 5.6 The credibility of research findings 5.7 Summary Self-check questions Review and discuss questions Progressing your research project: deciding on your research design References Further reading Case 5: The international marketing management decisions of UK ski tour operators Angela Roper Self-check answers 6. Negotiating access and research ethics Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 6.1 Introduction 6.2 Problems associated with access 6.3 Strategies to gain access 6.4 Research ethics 6.5 Summary Self-check questions Review and discuss questions Progressing your research project: Negotiating access and addressing ethical issues References Further reading Case 6: Mystery customer research in restaurant chains Teresa Smallbone Self-check answers 7. Selecting samples Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 7.1 Introduction 7.2 Probability sampling 7.3 Non-probability sampling 7.4 Summary Self-check questions Review and discuss questions Progressing your research project: Using sampling as part of your research References Further reading Case 7: Auditor independenceand integrity in accounting firms Christopher Cowton Self-check answers 8. Using secondary data Mark Saunders, Philip Lewis and Adrian Thornhill, Martin Jenkins and Darren Bolton 8.1 Introduction 8.2 Types of secondary data and uses in research 8.3 Locating secondary data 8.4 Advantages and disadvantages of secondary data 8.5 Evaluating secondary data sources 8.6 Summary Self-check questions Review and discuss questions Progressing your research project: Assessing the suitability of secondary data for your research References Further reading Case 8: Small firms internationalisation Sharon Loane Self-check answers 9. Collecting primary data through observation Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 9.1 Introduction 9.2 Participant observation: an introduction 9.3 Participant observation: researcher roles 9.4 Participant observation: data collection and analysis 9.5 Structured observation: an introduction 9.6 Structured observation: data collection and analysis 9.7 Summary Self-check questions Review and discuss questions Progressing your research project: Deciding on the appropriateness of observation References Further reading Case 9: Exploring service quality in bank customers' face to face experiences Cathy Leng Self-check answers 10. Collecting primary data using semi-structured, in-depth and group interviews Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 10.1 Introduction 10.2 Types of interview and their link to the purposes of research and research strategy 10.3 Situations favouring non standardised (qualitative) interviews 10.4 Data quality issues and preparing for the interview 10.5 Interviewing competence 10.6 Managing logistical and resource issues 10.7 Group interviews and focus groups 10.8 Telephone, Internet and Intranet mediated interviews 10.9 Summary Self-check questions Review and discuss questions Progressing your research project: Using semi-structured or in-depth interviews in your research References Further reading Case 10: Equal opportunities in the publishing industry Catherine Cassell Self-check answers 11. Collecting primary data using questionnaires Mark Saunders, Philip Lewis and Adrian Thornhill 11.1 Introduction 11.2 An overview of questionnaire techniques 11.3 Deciding what data need to be collected 11.4 Designing the questionnaire 11.5 Administering the questionnaire