Publisher's Synopsis
Business research is one of the most fundamental yet least understood elements of managerial decision making today. The proper use of business research methods can help organizations recognize untapped opportunities for growth and development. Research, when applied correctly, can uncover new markets, identify ways to improve customer satisfaction, help remove sources of employee discontent, increase the effectiveness of company communication strategies, and help develop advertising content that would best resonate with the target consumer. The opportunities that proper use of business research methods presents are immense and endless. This book has been written in simple language and with efficiency of communication in mind. Readers are not distracted with elaborate discussions of underlying statistical theories or related formulaic derivations unless absolutely necessary. Instead, the focus is on pure application of the tools used to addressed commonly encountered business research challenges. The layout of the book is intended to communicate the nearly two dozen tools that business researchers need to know, in order to address the most common and pressing research questions encountered in business decision making. As such, this book is written in a simple language, and covers the essential material in an efficient manner to ease the learning experience of the reader.
