Contents ACKNOWLEDGEMENTS v PREFACE xi 1. OVERVIEW OF BUSINESS RESEARCH IN THE NEW MILLENNIUM 1 Chapter Objectives 1 Introduction 1 1.1 Nature and Scope of Business Research 8 1.2 Business Research in Practice 8 1.3 Business-to-business Research 9 1.4 Understanding Business Metrics 10 1.5 Significance of Business Research 14 1.6 Limitations of Business Research 15 Summary 15 Review Questions 16 Discussion Question 16 2. THE BUSINESS RESEARCH PROCESS 17 Chapter Objectives 17 Introduction 17 2.1 Problem Definition 19 2.2 Research Objective 19 2.3 Research Hypotheses 21 2.4 Research Method 24 2.5 Research Design 24 2.6 Data Collection Techniques 25 2.7 Sample Design 25 2.8 Data Collection 25 2.9 Analysis and Interpretation 26 2.10 Research Report 26 Summary 30 Review Questions 30 Discussion Question 30 3.OVERVIEW OF BUSINESS RESEARCH DESIGNS 31 Chapter Objectives 31 Introduction 31 3.1 Type of Research Designs 32 3.2 Exploratory Research Design 32 3.3 Descriptive Research Design 33 3.4 Causal Research Design 35 Summary 38 Review Questions 38 Discussion Question 3? 4.VALUE OF BUSINESS RESEARCH BACKGROUND INFORMATION 39 Chapter Objectives 39 Introduction 39 4.1Special Data Sources: Computer Search and Internet Applications 40 4.2 Secondary Data Sources 41 4.3 Primary Data Sources ' 43 4.4 Designing of Data Collection Tools 46 4.5 Interview Method 55 4.6 Other Methods of Collecting Primary Data 58 Summary 61 Review Questions 61 Discussion Question 62 5.OVERVIEW OF SAMPLING SCHEMES AND SAMPLE SIZE DETERMINATION 63 Chapter Objectives 63 Introduction 63 5.1 Sampling Design 65 5.2 Sampling Techniques 65 5.3 Important Types of Sampling Schemes 68 5.4 Other Forms of Sampling Plans 71 5.5 Estimating Sample Size by Traditional Methods 72 Summary 75 Review Questions 75 Discussion Question76 6.OVERVIEW OF DATA ANALYSIS IN BUSINESS RESEARCH 77 Chapter Objectives 77 Introduction 77 6.1 Preparing Data for Analysis 78 6.2 Techniques for Managing Data 79 6.3 Statistically Adjusting the Data 79 6.4 Standardisation Process 81 6.5 Tabulation 82 6.6 Presenting Data 85 6.7 An Overview of Statistical Techniques 88 6.8 Multivariate Analysis 96 Summary 110 Review Questions 110 Discussion Questions 111 7.ATTITUDE MEASUREMENTS: METHODS AND SCALES APPLIED IN BUSINESS RESEARCH 112 Chapter Objectives 112 Introduction 113 7.1 Attitude Scales 113 7.2 Multiple-item Scales 119 7.3 Sources of Variation in Measurement Scores124 Summary 125 Review Questions 125 Discussion Question 125 8.EMERGING APPLICATIONS OF BUSINESS RESEARCH 126 Chapter Objectives 126 Introduction 126 8.1 Market Segmentation Studies127 8.2 Business or Market Potential Analysis 129 8.3 Product and Market Analysis Research 134 8.4 Customer Value Analysis (CVA) 138 8.5 Advertising Research 139 8.6 Distribution Research 143 8.7 Pricing Research143 8.8 Customer Satisfaction Analysis 145 Summary 147 Review Questions 148 Discussion Question 148 9.BUSINESS RESEARCH IN PRACTICE 149 Chapter Objectives149 Introduction 149 9.1Go Rural is New Corporate Mantra in 2009-11 150 9.2 Catch The Internet Revolution in 2009-11 154 9.3 Rejuvenated Young India-The Land of Youth in 2011-2020 158 9.4 India: A Market In Transition in 2009-11 161 9.5Grow With Plastic Currency in 2009-11 167 9.6 Let It Be Childish. Kid's Pester Power Pays in 2009-11 170 9.7 Woman: A Power to Reckon With 171 9.8 Be Prosperous With Prosperous Market and People173 Summary177 Review Question178 Discussion Question 178 BIBLIOGRAPHY 179 ABOUT THE AUTHOR 183