The book entitled Research Methodology is primarily designed for the students of varied management streams. The book also serves as a guide for practitioners doing research projects to enrich and sharpen their analytical skills and business expertise. The book provides a comprehensive description about the research problems, research design, data collection, analysis, and interpretation, followed by the guidelines of writing a concise and an effective research report. The book demonstrates the complex statistical tools and techniques in an easy to understand way. The summary and end-of-chapter exercises help readers to recapitulate the main ideas of the chapter. Case studies based on diverse real-life business research projects is the unique feature of the book, which will assist the readers while undertaking their dissertation or internship report.
Jay Lindquist, Ph.D, Western Michigan University Dr. Jay D. Lindquist is a consumer behaviorist and marketer (Ph.D, University of Michigan, 1973), Professor of Marketing at Western Michigan University. He has served as the President, Vice President for Programs, Chairpersons of the Board of Governors, and Director of International Programs of the Academy of Marketing Science and was selected as a Distinguished Fellow. M. Joseph Sirgy, Ph.D., Virginia Polytechnic Institute and State University M. Joseph Sirgy is a social/industrial psychologist (Ph.D., U/Massachusetts, 1979), Professor of Marketing, and Virginia Real Estate Research Fellow at Virginia Polytechnic Institute and State University (Virginia Tech). He founded the International society for QualityofLife Studies in 1995 and is currently serving as its Executive Director. He is also the president of the Academy of Marketing Science (2002 03). In a recent survey of scholarly productivity in business ethics, he was ranked 82nd among 2,371 business ethics scholars worldwide.