Written by Chinese authors who having both successfully completed Masters degrees and Ph Ds and become lecturers at UK universities, are equipped to provide Chinese students with straightforward guidance to help overcome the cultural and language difficulties they are confronted with, and to support them in their undertaking of the research methods section of their dissertations.
The book comprehensively covers both the theory and practice and includes a number of features to support learning including:
- Chinese translations of key concepts and definitions
- Tips about how to use different methods in the Chinese context
- Clear definitions of key terms
- Short illustrative examples
- A list of useful resources about Chinese research
The book also features examples of Chinese research from the authors’ own work and from top journals to illustrate how the methods can be applied in the Chinese context.
Suitable reading for undergraduate and postgraduate students across all business and management disciplines.
Cuprins
1. Introduction
2. Developing a Research Topic
3. Research Philosophy and Approaches
4. Research Design
5. Sampling
6. Data Collection
7. Analysing Qualitative Data
8. Analysing Quantitative Data
9. Culture, Language and Translation
10. Writing Up
Despre autor
Yue Meng-Lewis Ph D, is a senior lecturer in Marketing & Sport Marketing at Coventry University Business School. She completed her Doctoral Studies at Leeds University Business School, and has previously worked as a Lecturer in Marketing at Henley Business School, University of Reading, and as a Senior Lecturer in Marketing Communications at the Media School, Bournemouth University. Her research interests focus on consumer psychology, sponsorship, ambush marketing, organisational behaviour and quantitative methods. Her work has been published in leading marketing and management journals, and has contributed to book chapters and case studies in key marketing textbooks. Yue teaches research methods at both undergraduate and postgraduate levels.
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