Titlebook: Research Methods and Data Analysis for Business Decisions; A Primer Using SPSS James E. Sallis,Geir Gripsrud,Ragnhild Silkoset Textbook 202

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Hypothesis Testinge and business knowledge. Unlocking the value in big data requires analytical skills coupled with an understanding of how to apply it in business. Data alone does not create value. You, along with a computer, process and interpret data to provide valuable insights. Negligent misuse of data often causes more harm than good.

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Factor Analysisanguage and poor at mathematics? How can a single question capture all the dimensions of human intelligence to arrive at a reasonable conclusion? In research method terms, can human intelligence be validly measured with a single question? Our answer is no.

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Questionnaire SurveysAs authors, our goal with this book is to provide the reader with research tools that improve decision skills. One way to measure how well the book is working could be to measure how engaged the reader is in the subject. We could ask the following questions (Fig. 6.1):

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James E. Sallis,Geir Gripsrud,Ragnhild SilkosetPresents research methods and data analysis tools in non-technical language, using numerous step-by-step examples.Uses QDA Miner Lite for qualitative and IBM SPSS Statistics for quantitative data anal

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978-3-030-84423-3The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerl

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