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Covering both qualitative and quantitative analysis, the book explores critical topics, including ethics in business research, privacy matters, data analytics, customer relationship management, how to conduct information-gathering activities more effectively in a rapidly changing business environment, and more. This fifth edition has been fully updated throughout, covering emerging technologies such as machine learning and blockchain technology, as well as expanded coverage of secondary data, using examples from around the world.
A realistic continuing case used throughout the book, applied research examples and ethical dilemma mini cases, enable upper-level undergraduate and postgraduate students to see how business research information is used in the real world.
This comprehensive textbook is supported by a range of online resources, including an instructor’s manual, PowerPoint slides, and a test bank.
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Joe Hair is Cleverdon Chair of Business, and Director, PhD Program in Business, Mitchell College of Business, University of South Alabama, USA.
Michael Page is Professor of Finance & Management, Bentley University, USA, and Professor Extraordinaire, University of Stellenbosch Business School, RSA.
Niek Brunsveld is Head of Research and Innovation Policy, The University of Amsterdam, and faculty member, Amsterdam Business School, NL.
Adam Merkle is Assistant Professor of Marketing, University of Tampa, USA, specializing in quantitative marketing and business analytics.
Natalie Cleton is Head of a research group, Wageningen University & Research, and faculty member, Erasmus Centre for Women and Organisations, NL
