Research Methods and Data Analysis for Business Decisions: A Primer Using SPSS

Sallis, James E.; Gripsrud, Geir; Olsson, Ulf Henning; Silkoset, Ragnhild

This introductory textbook presents research methods and data analysis tools in non-technical language. It explains the research process and the basics of qualitative and quantitative data analysis, including procedures and methods, analysis, interpretation, and applications using hands-on data examples in QDA Miner Lite and IBM SPSS Statistics software. The book is divided into four parts that address study and research design; data collection, qualitative methods and surveys; statistical methods, including hypothesis testing, regression, cluster and factor analysis; and reporting. The intended audience is business and social science students learning scientific research methods, however, given its business context, the book will be equally useful for decision-makers in businesses and organizations.

Details

Published by: Springer

Publication Date: 2021-10-31

Format: Hardcover

ISBN-13: 9783030844202

DOI: 10.1007/978-3-030-84421-9

Dimensions: 235.0cm x155.0cm

Pages: 258.0