Is performance related to marketing research in the health care industry?
Marketing research has grown to become indispensable for superior performance in packaged goods industries. While health care institutions are spending large amounts on marketing research, few studies focus upon the relationship of marketing research to health care organizational performance. Utilizing a national sample of U.S. hospitals, this article points out that marketing research and superior performance are positively associated.
Naidu
G M
GM
College of Business and Economics, University of Wisconsin-Whitewater 53190.
Kleimenhagen
A
A
Pillari
G D
GD
D016009:Chi-Square Distribution; D005069:Evaluation Studies as Topic; D006739:Hospital Administration / Q000592:standards* / Q000706:statistics & numerical data; D006742:Hospital Bed Capacity; D008389:Marketing of Health Services / Q000379:methods / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires; D014481:United States