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Table Of Contents

Emerging Hierarchy of Information-Based Decision Makers
WHAT IS GOOD RESEARCH?
RESEARCH AND THE SCIENTIFIC METHOD
SOUND REASONING FOR USEFUL ANSWERS
Deduction
Induction
Combining Induction and Deduction
THE LANGUAGE OF RESEARCH
Concepts
Constructs
Definitions
Variables
Propositions and Hypotheses
Theory
Models
THE RESEARCH PROCESS
THE MANAGEMENT-RESEARCH QUESTION HIERARCHY
THE MANAGEMENT QUESTION
Management Question Categories
The Nature of the Management Question
Exploration
The Research Question
Fine-Tuning the Research Question
Investigative Questions
Measurement Questions
RESEARCH PROCESS ISSUES
The Favored-Technique Syndrome
COMPANY DATABASE STRIP-MINING
UNRESEARCHABLE QUESTIONS
ILL-DEFINED MANAGEMENT PROBLEMS
POLITICALLY MOTIVATED RESEARCH
DESIGNING THE STUDY
SAMPLING DESIGN
RESEARCH ALLOCATION AND BUDGETS
THE RESEARCH PROPOSAL
Proposal Content
PILOT TESTING
DATA COLLECTION
ANALYSIS AND INTERPRETATION
REPORTING THE RESULTS
SPONSOR USES
RESEARCHER BENEFITS
TYPES OF RESEARCH PROPOSALS
Internal Proposals
External Proposals
STRUCTURING THE RESEARCH PROPOSAL
Literature Review
Importance/Benefits of the Study
Research Design
Data Analysis
Nature and Form of Results
Qualifications of Researchers
Budget
Schedule
Facilities and Special Resources
Project Management
Bilbiography
Appendixes
EVALUATING THE RESEARCH PROPOSAL
WHAT ARE RESEARCH ETHICS?
ETHICAL TREATMENT OF PARTICIPANTS
Benefits
Deception
Informed Consent
Debriefing Participants
Rights to Privacy
Degree of Research Question Crystallization
Method of Data Collection
Researcher Control of Variables
The Purpose of the Study
The Time Dimension
The Topical Scope
The Research Environment
Participants’ Perceptions
EXPLORATORY STUDIES
Focus Groups
Two-Stage Design
DESCRIPTIVE STUDIES
CAUSAL STUDIES
The Concept of Cause
Causal Relationships
Testing Causal Hypotheses
CHARACTERISTICS OF THE COMMUNICATION APPROACH
Error in Communication Research
Choosing a Communication Method
SELF-ADMINISTERED SURVEYS
Evaluation of the Self-Administered Survey
MAXIMIZING PARTICIPATION IN THE SELF-ADMINISTERED SURVEY
Self-Administered Survey Trends
SURVEY VIA TELEPHONE INTERVIEW
Evaluation of the Telephone Interview
Telephone Survey Trends
SURVEY VIA PERSONAL INTERVIEW
Evaluation of the Personal Interview
SELECTING AN OPTIMAL SURVEY METHOD
Outsourcing Survey Services
WHAT IS EXPERIMENTATION?
AN EVALUATION OF EXPERIMENTS
Advantages
Disadvantages
CONDUCTING AN EXPERIMENT
Selecting Relevant Variables
Specifying Treatment Levels
Controlling the Experimental Environment
Choosing the Experimental Design
Selecting and Assigning Participants
Analyzing the Data
External Validity
EXPERIMENTAL RESEARCH DESIGNS
Preexperimental Designs
True Experimental Designs
Field Experiments: Quasi- or Semi-Experiments
TEST MARKETING
THE NATURE OF MEASUREMENT
What Is Measured?
MEASUREMENT SCALES
Nominal Scales
Ordinal Scales
Interval Scales
Ratio Scales
SOURCES OF MEASUREMENT DIFFERENCES
Error Sources
THE CHARACTERISTICS OF GOOD MEASUREMENT
Validity
Reliability
Practicality
SELECTING A MEASUREMENT SCALE
Response Types
Data Properties
Number of Dimensions
Balanced or Unbalanced
Forced or Unforced Choices
Number of Scale Points
Rater Errors
RATING SCALES
Sample Attitude Scales
Likert Scales
Semantic Differential Scales
Numerical/Multiple Rating List Scales
Stapel Scales
Constant-Sum Scales
Graphic Rating Scales
RANKING SCALES
Sorting
CUMULATIVE SCALES
REVISITING THE RESEARCH QUESTION HIERARCHY
TYPE OF SCALE FOR DESIRED ANALYSIS
COMMUNICATION APPROACH
DISGUISING OBJECTIVES AND SPONSORS
Preliminary Analysis Plan
CONSTRUCTING AND REFINING THE MEASUREMENT QUESTIONS
QUESTION CATEGORIES AND STRUCTURE
Question Content
Question Wording
Response Strategy
Dichotomous Question
Sources of Existing Questions
DRAFTING AND REFINING THE INSTRUMENT
Introduction and Participant Screening
Measurement Question Sequencing
Instructions
Conclusion
Overcoming Instrument Problems
The Value of Pretesting
THE NATURE OF SAMPLING
Why Sample?
What Is a Good Sample?
Types of Sample Design
STEPS IN SAMPLING DESIGN
What Is the Target Population?
What are the Parameters of Interest?
What Is the Appropriate Sampling Method?
What Size Sample Is Needed?
PROBABILITY SAMPLING
Simple Random Sampling
Complex Probability Sampling
Stratified Sampling
Nonprobability Sampling
Practical Considerations
Methods
Histograms
Stem-and-Leaf Displays
Pareto Diagrams
Boxplots
Mapping
CROSS-TABULATION
The Use of Percentages
Other Table-Based Analysis
STATISTICAL SIGNIFICANCE
THE LOGIC OF HYPOTHESIS TESTING
STATISTICAL TESTING PROCEDURES
PROBABILITY VALUES (P VALUES)
TESTS OF SIGNIFICANCE
TYPES OF TESTS
HOW TO SELECT A TEST
SELECTING TESTS USING THE CHOICE CRITERIA
ONE-SAMPLE TESTS
TWO-INDEPENDENT SAMPLES TESTS
TWO-RELATED-SAMPLES TESTS
K-INDEPENDENT-SAMPLES TESTS
K-RELATED SAMPLES TESTS
INTRODUCTION
Bivariate Correlation Analysis
Pearson’s Product Moment Coefficient r
Scatterplots for Exploring Relationships
The Assumptions of r
Computation and Testing of r
Interpretation of Correlations
SIMPLE LINEAR REGRESSION
The Basic Model
Concept Application
Method of Least Squares
Predictions
Testing for Goodness of Fit
NONPARAMETRIC MEASURES OF ASSOCIATION
Measures for Nominal Data
Measures for Ordinal Data
SELECTING A MULTIVARIATE TECHNIQUE
DEPENDENCY TECHNIQUES
Multiple Regression
Discriminant Analysis
MANOVA
Structural Equation Modeling
Conjoint Analysis
INTERDEPENDENCY TECHNIQUES
Factor Analysis
Cluster Analysis
Multidimensional Scaling
THE WRITTEN RESEARCH REPORT
Short Reports
Long Reports
RESEARCH REPORT COMPONENTS
Prefatory Items
Introduction
Methodology
WRITING THE REPORT
Prewriting Concerns
Writing the Draft
PRESENTATION OF STATISTICS
Text Presentation
Tabular Presentation
Graphics
ORAL PRESENTATIONS
Preparation
Delivery
Audiovisuals
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Published by Rashi Mohan

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Published by: Rashi Mohan on Feb 19, 2012
Copyright:Attribution Non-commercial

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