Page 7 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

PREFACE

Revising Research Methods for Business for this fourth edition has been an enjoy-
able experience. As in previous editions, the simple and informal style of pre-
senting information has been maintained and the focus on practical skill building
preserved. The book provides several examples to illustrate the concepts and
points presented. Users will also note throughout the book the variety of exam-
ples in the different areas of business—production, operations management,
business policy and strategy, organizational behavior, human resources manage-
ment, information systems, marketing, accounting, and finance—cited to illus-
trate that research finds application in all areas of business. It is hoped that
students will find research to be interesting, nonintimidating, and of practical use.
In addition to the inclusion of more miniexercises at the end of chapters from
cases adapted from business journals, the chapter on technology has been sub-
stantially revised to keep in line with the changing trends. The application of
software for collecting data, analyzing them, and presenting the results is also
discussed in the relevant chapters. The final chapter on managerial decision
making and research elucidates the research cycle as encompassing the full
gamut from qualitative data analysis to quantitative hypothesis testing empirical
studies. An additional case is presented to emphasize the need for research by
exemplifying a company’s failure due to lack of investigation.
Data analysis is illustrated through the current SPSS Version 11.0 in the data
analysis chapter and the student version thereof is available with this edition of
the book for the interested student.
Most chapters in the book include managerial implications of the contents dis-
cussed, emphasizing the need for managers to understand research. The ethical
considerations involved in conducting research are also clearly brought out. The
dynamics of cross-cultural research in terms of instrument development, surveys,
and sampling are discussed, which in the context of today’s global economy will
be useful to students. The final chapter of the book discusses two case studies,
one set in a cross-cultural context further highlighting the need to be culture-sen-
sitive, and the other illustrating how, for lack of research intervention, an orga-
nization can be obliterated.
The Refresher Module on Statistical Terms and Tests at the end of the book
should help instructors to assign the material to students when they are ready to
do so. It is presented in a simple way without discussing derivation of formulas,
so that the student has enough knowledge to conduct research applying appro-
priate statistical tests.
Many have helped in the development of this edition. The valued comments
of Usha Sekar, President and CEO of CRIA Technologies, Inc., on the draft ver-
sion of the chapter on technology have been duly taken into account. Lakshmi

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