This textbook outlines the technical process of designing and executing a business research project. It explains the "research onion" framework, guiding readers through philosophies like positivism and interpretivism before selecting strategies such as case studies, surveys, or action research. Mark Saunders and his colleagues detail specific data collection techniques, including semi-structured interviewing and probability sampling. The text also provides instructions on quantitative data analysis using software tools and qualitative coding methods to derive meaning from unstructured text.
Academic students in business and management disciplines read this book to complete their undergraduate dissertations or master’s theses. It serves as a manual for navigating the ethical requirements and practical logistical hurdles of organizational research. Readers walk away with a structured project proposal, a clear understanding of how to justify their methodological choices, and the ability to evaluate the validity and reliability of evidence within a corporate context.
Outward-looking, growth-minded and clear-cut; a moderate read.
Best for readers like The Practical Optimizer. Which reader are you?
- Published
- 2009
- Publisher
- Pearson Education
- ISBN
- 9780273716860
- Language
- EN
