A typology of health marketing research methods--combining public relations methods with organizational concern.
Research plays a critical role throughout virtually every conduit of the health services industry. The key terms of research, public relations, and organizational interests are discussed. Combining public relations as a strategic methodology with the organizational concern as a factor, a typology of four different research methods emerges. These four health marketing research methods are: investigative, strategic, informative, and verification. The implications of these distinct and contrasting research methods are examined.
Rotarius
Timothy
T
Health Services Administration Program, College of Health and Public Affairs, University of Central Florida, Orlando, FL 32816-2205, USA. trotariu@mail.ucf.edu
Wan
Thomas T H
TT
Liberman
Aaron
A
D008389:Marketing of Health Services; D011641:Public Relations; D012107:Research Design; D014481:United States