Title

A Typology Of Health Marketing Research Methods-Combining Public Relations Methods With Organizational Concern

Keywords

Health marketing; Health services; Healthcare; Organizational concern; Public relations; Research methods

Abstract

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. © 2007 by The Haworth Press, Inc. All rights reserved.

Publication Date

12-1-2008

Publication Title

Health Marketing Quarterly

Volume

24

Issue

3-4

Number of Pages

201-211

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/07359680802125469

Socpus ID

63249104224 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/63249104224

This document is currently not available here.

Share

COinS