帕梅拉?欣德勒（Pamela S. Schindler） 美国威腾堡大学管理学荣誉退休教授，应用管理中心创始人，研究方法和市场营销系主任。拥有40年管理研究、营销管理和创意广告教学经验，曾获利维基金奖（Leavey Foundation Award）、杰出教学奖等，长期担任战略管理顾问，负责小企业研究所项目和项目管理援助计划，并辅导学生开展应用管理项目研究。
目錄：
Part I Building the Foundation for Research
1 Research Foundations and Fundamentals
2 The Research Process： An Overview
3 Stage 1： Clarify the Research Question
Part II The Design of Business Research
4 Stage 2： Research Design, An Overview
5 Stage 2： Sampling Design
6 Stage 2： Data Collection Design： Qualitative Research
7 Stage 2： Data Collection Design： Observation Research
8 Stage 2： Data Collection Design： Experiments
9 Stage 2： Data Collection Design： Survey Research
Part III Measurement
10 Stage 3： Measurement Foundations
11 Stage 3： Measurement Questions
12 Stage 3： Measurement Instruments
Part IV Collect, Prepare and Examine the Data
13 Stage 3： Collect, Prepare, and Examine Data
Part V Analyze and Interpret Data
14 Stage 4： Hypothesis Testing
15 Stage 4： Measures of Association
Part VI Stage 5： Report the Research
16 Stage 5： Research Reports： Supported Insights and Recommendations
內容試閱：
It’s serious business to revise a book that has been a world-wide leading text for more than three decades， one that’s published in eight international editions and is published in eight languages. The process of text writing and the speed with which revisions are developed don’t often per?mit a complete overhaul. But for this edition， given major changes in how students and professors use text material and how professors are teaching， as well as major changes in the research industry， a fresh approach was necessary.
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