About the book
A good manager needs to have insight into the previous happenings as well as the present situation in a business so as to be able to identify the underlying trends to develop short-term and long-term business strategies. These trends could relate to managing employees, using financial resource, studying target consumers, designing or formulating products, and promoting products effectively. Collecting useful information and analyzing it to identify underlying patterns require knowledge of research methods. Business Research Methods is intended to provide opportunities to learn about research methods (both qualitative and quantitative) and to apply them in the real business context through class-room discussions and exercises. Designed asa guide to students, researchers, and individuals carrying out business projects, this book explains how to formulate research questions, design a research plan, develop a survey questionnaire, and solve critical issues of sampling and data collection including detailed illustrations of statistical data analyses, interpretation of output, inference, and report writing. With this book, readers will get a firm grounding of each and every critical concept, method, and illustration.
About the author
William G. Zikmund (1943-22) A native of the Chicago area, William G. Zikmund was a professor of marketing at Oklahoma State University. He received a Ph.D. from the University of Colorado in business administration with a concentration in marketing. Before beginning his academic career, Bill worked in research for Conway/Millikin Company (a marketing research supplier) and Remington Arms Company (an extensive user of marketing research). He also has served as a marketing research consultant to several business and nonprofit organizations. During his academic career, Bill published dozens of articles and papers in a diverse group of scholarly journals, ranging from the Journal of Marketing to the Accounting Review to the Journal of Applied Psychology. In addition to Business Research Methods, Professor Zikmund authored Essentials of Marketing Research, Effective Marketing, and a work of fiction, A Corporate Bestiary. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators' Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the Journal of Marketing Education, Marketing Education Review, Journal of the Academy of Marketing Science, and Journal of Business Research.