By Sheryl Bronkesh, MBA and Dawn Hunter
Health care marketing executives, like many other business decision makers, are often faced with the question how to best accomplish their research objectives within the constraints of tight time frames and budgets. Many have found that qualitative research plays an important role in effectively and efficiently gathering information. Executives with a proven track record in getting timely data to make informed decisions say that knowing why and when to take a qualitative approach is a critical learning.
Click here for full article "One Size Fits All? Not in Health Care Research" by Sheryl Bronkesh, MBA and Dawn Hunter, Quirk's Marketing Research Review, June 2003.