Michael Jay Polonsky is an Alfred Deakin Professor and Chair in the Department of Marketing in Deakin Business School. He received his PhD from the Australian Catholic University in 1999. Michael has taught at a number of Australian Universities, as well as into their international programs in China, Malaysia and Singapore. He specialises in teaching business marketing, marketing strategy, and environmental marketing. His research focuses on blood donation, environmental, social and ethical issues in marketing and management, and stakeholder theory. He has published over 135 journal articles in over 70 different academic journals, as well as published numerous conference papers and book chapters. David S. Waller (Ph.D) is a Senior Lecturer in Marketing at the University of Technology Sydney, Australia. David was born and raised in Sydney and, after working in the banking and film industries, taught at a number of universities in Australia, including the University of Newcastle, the University of New South Wales, and Charles Sturt University. David has a Bachelor of Arts from the University of Sydney, a Master of Commerce from the University of New South Wales, and a Ph.D from the University of Newcastle. His research interests include advertising agencies, agency– client relationships, controversial advertising, international advertising, and marketing education. David has published a wide range of journal articles, including the Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, and Journal of Business Ethics, primarily relating to advertising and marketing communication, and is a regular presenter at academic conferences. He has also authored/co-authored a number of university-level textbooks and workbooks which are used in several countries.

• PrefaceAcknowledgmentsPART I. THE FOUNDATIONSCHAPTER 1. IntroductionWhat Is Research?How a Research Project Fits Within Your Business EducationOverview of the BookOnline Support MaterialsCase StudyChapter QuestionsReferencesCHAPTER 2. Choosing a TopicHas the Topic Been Assigned?Steps in Choosing a TopicProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 3. The Role of the SupervisorUnderstanding Your SupervisorWhat Is the Role of a Supervisor?Selecting a SupervisorOther Supervisor ArrangementsGround Rules and ExpectationsConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 4. Group Work, Group Dynamics, and the Role of ConflictThe Group Work ProcessWhy Assignments Use GroupsThe Complexity of Group WorkGroup Work and ConflictPositive and Negative ConflictGeneral Causes of ConflictConflict StimulationManaging ConflictConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 5. Ethical ConsiderationsWhat Is Human Intervention?Codes of Ethical Conduct/PracticeEthical PhilosophiesEthical Issues to ConsiderTechnology IssuesConclusionProject ChecklistCase StudyChapter QuestionsReferencesPART II. UNDERTAKING THE RESEARCHCHAPTER 6. Planning the Research ProjectImportance of PlanningThe Research ProcessThe Research ProposalManaging the Research ProcessBudgetingConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 7. Literature ReviewWhat Is a Literature Review?How Can Literature Be Used?Where to Obtain LiteratureHow to Write a Literature ReviewReferencingManaging Your ReferencesProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 8. Data GatheringFactors to Evaluate Data-Gathering MethodsTypes of Research DataSecondary DataPrimary DataSampling MethodsResearch ErrorsConclusionProject ChecklistCase StudyChapter QuestionsAppendix 8.1: Statistical Agencies that Provide for Up-to-date Demographics and Country DataReferencesCHAPTER 9. Qualitative Data Collection and Issues in AnalysisQualitative Data Collection MethodsImplementationAnalysis and InterpretationConclusionProject ChecklistCase StudyChapter QuestionsReferencesFurther ReadingCHAPTER 10. Quantitative Data AnalysisHypotheses, Errors, and SignificanceBasic AnalysisBasic AssociationsBasic Causal RelationshipIntroducing Advanced TechniquesConclusionProject ChecklistGlossaryCase StudyChapter QuestionsReferencesFurther ReadingPART III. COMMUNICATING THE RESULTSCHAPTER 11. Presenting the ResultsWays to Present Research FindingsNumerical TablesAPA StyleCharts and GraphsPicturesMapsQuotationsReporting Statistical ResultsConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 12. Identifying the Implications and Establishing RecommendationsDescribing the ResultsDiscussion and InterpretationResearch ImplicationsRecommendation GuidelinesLimitationsFuture ResearchProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 13. Writing the ReportWritten CommunicationWhen to Write?Types of ReportsStructure of a Project ReportConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 14. Oral PresentationsBefore the PresentationThe PresentationWrapping UpGroups and Group Members in PresentationsConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 15. Concluding RemarksSome Final Hints for Those Undertaking a ProjectCase Study (Epilogue)About the AuthorsIndex

Michael Jay Polonsky is an Alfred Deakin Professor and Chair in the Department of Marketing in Deakin Business School. He received his PhD from the Australian Catholic University in 1999. Michael has taught at a number of Australian Universities, as well as into their international programs in China, Malaysia and Singapore. He specialises in teaching business marketing, marketing strategy, and environmental marketing. His research focuses on blood donation, environmental, social and ethical issues in marketing and management, and stakeholder theory. He has published over 135 journal articles in over 70 different academic journals, as well as published numerous conference papers and book chapters. David S. Waller (Ph.D) is a Senior Lecturer in Marketing at the University of Technology Sydney, Australia. David was born and raised in Sydney and, after working in the banking and film industries, taught at a number of universities in Australia, including the University of Newcastle, the University of New South Wales, and Charles Sturt University. David has a Bachelor of Arts from the University of Sydney, a Master of Commerce from the University of New South Wales, and a Ph.D from the University of Newcastle. His research interests include advertising agencies, agency– client relationships, controversial advertising, international advertising, and marketing education. David has published a wide range of journal articles, including the Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, and Journal of Business Ethics, primarily relating to advertising and marketing communication, and is a regular presenter at academic conferences. He has also authored/co-authored a number of university-level textbooks and workbooks which are used in several countries.

• PrefaceAcknowledgmentsPART I. THE FOUNDATIONSCHAPTER 1. IntroductionWhat Is Research?How a Research Project Fits Within Your Business EducationOverview of the BookOnline Support MaterialsCase StudyChapter QuestionsReferencesCHAPTER 2. Choosing a TopicHas the Topic Been Assigned?Steps in Choosing a TopicProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 3. The Role of the SupervisorUnderstanding Your SupervisorWhat Is the Role of a Supervisor?Selecting a SupervisorOther Supervisor ArrangementsGround Rules and ExpectationsConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 4. Group Work, Group Dynamics, and the Role of ConflictThe Group Work ProcessWhy Assignments Use GroupsThe Complexity of Group WorkGroup Work and ConflictPositive and Negative ConflictGeneral Causes of ConflictConflict StimulationManaging ConflictConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 5. Ethical ConsiderationsWhat Is Human Intervention?Codes of Ethical Conduct/PracticeEthical PhilosophiesEthical Issues to ConsiderTechnology IssuesConclusionProject ChecklistCase StudyChapter QuestionsReferencesPART II. UNDERTAKING THE RESEARCHCHAPTER 6. Planning the Research ProjectImportance of PlanningThe Research ProcessThe Research ProposalManaging the Research ProcessBudgetingConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 7. Literature ReviewWhat Is a Literature Review?How Can Literature Be Used?Where to Obtain LiteratureHow to Write a Literature ReviewReferencingManaging Your ReferencesProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 8. Data GatheringFactors to Evaluate Data-Gathering MethodsTypes of Research DataSecondary DataPrimary DataSampling MethodsResearch ErrorsConclusionProject ChecklistCase StudyChapter QuestionsAppendix 8.1: Statistical Agencies that Provide for Up-to-date Demographics and Country DataReferencesCHAPTER 9. Qualitative Data Collection and Issues in AnalysisQualitative Data Collection MethodsImplementationAnalysis and InterpretationConclusionProject ChecklistCase StudyChapter QuestionsReferencesFurther ReadingCHAPTER 10. Quantitative Data AnalysisHypotheses, Errors, and SignificanceBasic AnalysisBasic AssociationsBasic Causal RelationshipIntroducing Advanced TechniquesConclusionProject ChecklistGlossaryCase StudyChapter QuestionsReferencesFurther ReadingPART III. COMMUNICATING THE RESULTSCHAPTER 11. Presenting the ResultsWays to Present Research FindingsNumerical TablesAPA StyleCharts and GraphsPicturesMapsQuotationsReporting Statistical ResultsConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 12. Identifying the Implications and Establishing RecommendationsDescribing the ResultsDiscussion and InterpretationResearch ImplicationsRecommendation GuidelinesLimitationsFuture ResearchProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 13. Writing the ReportWritten CommunicationWhen to Write?Types of ReportsStructure of a Project ReportConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 14. Oral PresentationsBefore the PresentationThe PresentationWrapping UpGroups and Group Members in PresentationsConclusionProject ChecklistCase StudyChapter QuestionsReferencesCHAPTER 15. Concluding RemarksSome Final Hints for Those Undertaking a ProjectCase Study (Epilogue)About the AuthorsIndex