Research Methods for Business, 8/e (Asia Edition)(Paperback)
暫譯: 商業研究方法，第8版（亞洲版）（平裝本）

Uma Sekaran , Roger Bougie

Research Methods for Business, 8/e (Asia Edition)(Paperback)

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商品描述

Previous editions of this book have been used in various research methods courses with great Previous editions of this book have been used in various research methods courses with greatsuccess. For many years the book has helped thousands of my own students (undergraduate students, graduate students and executive students), as well as many more around the world, to carry out their research projects. The great strength of Research Methods for Business is that students find it clear, informal, easy to use and unintirnidating. I have tried to maintain these strengths in this eighth edition.

●Two new chapters (on Defining the Management Problem and on Drawing Conclusions) are included in this new edition of the book. Changes have been made in every chapter of the book. 
●Chapter 2 (The scientific approach and alternative approaches to investigation), Chapter 4(Defining the Research Problem), as well as the chapters on Interviews, Measurement of Variables and Sampling have been substantially modified and updated in this edition. 
●Examples, exercises and other pedagogical features have been revised and updated in all the chapters.
●The structure of the book has not changed, but the storyline has been further improved. As in previous editions, the accessible and informal style of presenting information has been maintained and the focus on practical skill building preserved. 
●Chapter 2 introduces and discusses alternative approaches to research. New in this chapter is a detailed discussion of a pragmatic approach to research. Subsequent chapters follow up on this by reviewing a range of topics (such as the definition of the management problem and the research problem) from a pragmatic perspective. The discussion of various approaches to research allows the readers to recognize and develop their personal ideas on research and how it should be done, to determine which kinds of research questions are important to them and what methods for collecting and analysing data will give them the best answers to their research questions.

商品描述(中文翻譯)

前幾版的這本書已在各種研究方法課程中取得了很大的成功。多年來，這本書幫助了成千上萬的學生（本科生、研究生和高階學生），以及世界各地的更多人，完成他們的研究項目。《商業研究方法》的最大優勢在於學生們覺得它清晰、非正式、易於使用且不具威脅感。我已經努力在這第八版中保持這些優勢。

●這本新版本中包含了兩個新章節（關於定義管理問題和得出結論）。書中的每一章都進行了修改。
●第二章（科學方法與替代調查方法）、第四章（定義研究問題），以及關於訪談、變數測量和抽樣的章節在本版中都進行了大幅修改和更新。
●所有章節中的範例、練習和其他教學特徵都已修訂和更新。
●書的結構沒有改變，但故事情節得到了進一步改善。與前幾版一樣，信息的呈現風格保持了可接近和非正式，並保留了對實用技能培養的重點。
●第二章介紹並討論了研究的替代方法。本章的新內容是對研究的務實方法進行詳細討論。隨後的章節從務實的角度回顧了一系列主題（例如管理問題和研究問題的定義）。對各種研究方法的討論使讀者能夠認識並發展他們對研究的個人觀點，以及研究應該如何進行，確定哪些研究問題對他們重要，以及哪些數據收集和分析方法能為他們的研究問題提供最佳答案。

作者簡介

Roger Bougie is Associate Professor at the TIAS School for Business and Society (Tilburg University,The Netherlands), where he teaches executive courses in Business Research Methods. He has received a number of teaching awards, including the Best Course Award for his course on Business Research Methods. Dr Bougie's main research interests are in marketing, consumer behaviour, organizational change and managerial decision making. Dr Bougie authored or coauthored numerous papers published in peer-reviewed journals such as the Journal of the Academy of Marketing Science, Journal of Social Marketing and the Journal of Promotion Management, books, book chapters and cases in the area of Marketing and Business Research Methods. Dr Bougie is ad hoc reviewer for the Journal of Business Research, the Journal of Marketing Research, the Journal of Service Research and Marketing Letters.


Uma Sekaran was Professor Emerita of Management, Southern Illinois University at Carbondale(SIUC), Illinois. She obtained her MBA degree from the University of Connecticut at Storrs and her PhD from UCLA. She was the Chair of the Department of Management and also the Director of University Women's Professional Advancement at SIUC when she retired from the University and moved to California to be closer to her family. Professor Sekaran authored or coauthored eight books, 12 book chapters and more than 55 refereed journal articles in the management area and presented more than 70 papers at regional, national and international management conferences. She also won recognition for significant research contributions to cross-cultural research from US and international professional organizations. She received Meritorious Research Awards both from the Academy of Management and SIUC and was conferred the Best Teacher Award by the University.

作者簡介(中文翻譯)

羅傑·布吉（Roger Bougie）是荷蘭蒂爾堡大學（Tilburg University）商業與社會學院的副教授，教授商業研究方法的高階課程。他獲得了多項教學獎項，包括商業研究方法課程的最佳課程獎。布吉博士的主要研究興趣包括行銷、消費者行為、組織變革和管理決策。布吉博士撰寫或共同撰寫了多篇發表於同行評審期刊的論文，如《行銷科學學會期刊》（Journal of the Academy of Marketing Science）、《社會行銷期刊》（Journal of Social Marketing）和《促銷管理期刊》（Journal of Promotion Management），以及在行銷和商業研究方法領域的書籍、書章和案例。布吉博士也是《商業研究期刊》（Journal of Business Research）、《行銷研究期刊》（Journal of Marketing Research）、《服務研究期刊》（Journal of Service Research）和《行銷信件》（Marketing Letters）的臨時審稿人。



烏瑪·塞卡蘭（Uma Sekaran）是美國伊利諾伊州卡本代爾南伊利諾伊大學（Southern Illinois University at Carbondale, SIUC）管理學的名譽教授。她在康涅狄格大學（University of Connecticut at Storrs）獲得MBA學位，並在加州大學洛杉磯分校（UCLA）獲得博士學位。她在退休前曾擔任管理系主任及SIUC大學女性專業發展主任，退休後移居加州以便更靠近家人。塞卡蘭教授撰寫或共同撰寫了八本書籍、12章書籍和超過55篇管理領域的審核期刊文章，並在地區、全國及國際管理會議上發表了超過70篇論文。她因對跨文化研究的重大貢獻而獲得美國及國際專業組織的認可。她曾獲得管理學會和SIUC的優秀研究獎，並被大學授予最佳教師獎。

目錄大綱

1 Introduction to Research
2 The Scientific Approach and Alternative Approaches to Investigation
3 Defining the Management Problem
4 Defining the Research Problem
5 The Critical Literature Review
6 Theoretical Framework and Hypothesis Development
7 Elements of Research Design
8 Interviews
9 Observation
10 Administering Questionnaires
11 Experimental Designs
12 Measurement of Variables: Operational Definition
13 Measurement of Variables: Scaling, Reliability and Validity
14 Sampling
15 Quantitative Data Analysis
16 Quantitative Data Analysis: Hypothesis Testing
17 Qualitative Data Analysis
18 Conclusions
19 The Research Report
Appendix: Examples
Report 1: Sample of a Report Involving a Descriptive Study
Report 2: Sample of a Report offering Alternative Solutions and Explaining the Pros and Cons of Each Alternative
Report 3: Example of an Abridged Basic Research Report
Statistical Tables

目錄大綱(中文翻譯)

1 Introduction to Research

2 The Scientific Approach and Alternative Approaches to Investigation

3 Defining the Management Problem

4 Defining the Research Problem

5 The Critical Literature Review

6 Theoretical Framework and Hypothesis Development

7 Elements of Research Design

8 Interviews

9 Observation

10 Administering Questionnaires

11 Experimental Designs

12 Measurement of Variables: Operational Definition

13 Measurement of Variables: Scaling, Reliability and Validity

14 Sampling

15 Quantitative Data Analysis

16 Quantitative Data Analysis: Hypothesis Testing

17 Qualitative Data Analysis

18 Conclusions

19 The Research Report

Appendix: Examples

Report 1: Sample of a Report Involving a Descriptive Study

Report 2: Sample of a Report offering Alternative Solutions and Explaining the Pros and Cons of Each Alternative

Report 3: Example of an Abridged Basic Research Report

Statistical Tables

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