機率統計 >> 研究方法 >> Business Research Methods 9/e (導讀本) (CD Inside) 作者：Cooper / 董和昇 年份：2007年 9版 ISBN：9789861573922 書號：PS0310PC 規格：平裝/彩色 頁數：592 出版商：麥格羅‧希爾 定價：$900元 線上價：$810元 參考網址：http://www.mhhe.com/cooper9e   Donald R. Cooper與Pamela S. Schindler的Business Research Methods是研究方法書籍的長青樹，歷經改版九次而不衰，也可謂企業研究方法教科書中的翹楚。書中除了介紹企業研究所需了解的方法論、研究設計、資料蒐集與分析的技巧外，也教導讀者如何利用網路資源來取得研究所需的素材。Cooper與Schindler每章均從管理個案出發，強調以實務問題來看研究方法的應用，協助讀者們掌握所需熟知的研究方法知識，並透過管理困境、管理問題、研究問題、調查問題、與測量問題的抽絲剝繭，結合研究設計與研究計畫／成果報告的撰寫能力，讓讀者得以在經營環境日益詭譎多變的情況下，仍輕鬆駕馭研究方法，並透過書本階層式的循序漸進引導，按部就班地進行研究，解決所遭遇到的管理困境與研究問題。 Emphasizes Managerial Decision Making: A business focus has been integrated throughout the text. Students are presented with a "real world" approach to business research topics and how they are used in business. Focuses on interpretation of Data: The authors explain what the data means by focusing on the analysis of the data through the use of new examples and clearer explanations. References and Website assets: The website includes sample proposals, sample instruments, sample research reports, and more. These are perfect to provide guidance to student’s class-based research projects or to use as a discussion assignment, providing the student a richer learning experience. SPSS Software packaging option: this commercial software tool is widely used in business. Donald R Cooper, FLORIDA ATLANTIC U-BOCA RATON Pamela S. Schindler, WITTENBERG UNIVERSITY 董和昇 導讀, 國立嘉義大學資訊管理學系 Part I Introduction to Business Research 1 Research in Business 2 Thinking Like a Researcher 3 The Research Process 4 Business Research Requests and Proposals 5 Ethics in Business Research Part II The Design of Research 6 Research Design: An Overview 7 Secondary Data Searches 8 Qualitative Research 9 Observation Studies 10 Surveys 11 Experiments and Test Markets Part III The Sources and Collection of Data 12 Measurement 13 Measurement Scales 14 Questionnaires and Instruments 15 Sampling Concepts Part IV Analysis and Presentation of Data 16 Presenting Insights and Findings: Written and Oral Reports Global Marketing 4/e Understanding & Managing Organizational Behavior 5/e Principles of Customer Relationship Management