Keep research reports from collecting dust. Cooperation leads to effective marketing data

Formal mechanisms to enhance administrative decision making can ensure that market research reports do not end up collecting dust because they are incomprehensible, misdirected, or superficial. Cooperation and understanding between administrators and researchers lead to better decision making and long-term viability for healthcare organizations. Besides checking references before selecting a researcher, the administrator should conduct a "preproposal" discussion with the research candidates to determine their approach and diagnostic abilities. The administrator then should ask the researcher to present a brief preliminary proposal describing the problem and information needed to ensure that they are in tune with one another. With this in hand, the administrator can select a researcher. The formal research proposal has three functions: descriptive, quasi-contractual, and selling. Only after the research proposal is reviewed, modified, and cosigned should any research proceed. Market research is not a substitute but an aid for decision making. The report embodies the research findings that assist in administrative decision making. The report should be short, interesting, methodical, clear, comprehensive, and error free. Market research reports should include implementation recommendations to identify what needs to be done when, who is responsible, and, most important, how to measure the outcomes.