The shift to managed markets has meant that whilst planners and purchasers of health and social services seek information on needs, managers who provide these services seek information on performance and response. Market research contributes to both.
This text is a comprehensive and rigorous introduction to the relevance, planning and management of market research in the areas of health and social care that have developed in Britain and most other industrialised countries. It features:
* an explanation of how managed markets provide the context for market research
* a comprehensive guide to choosing the appropriate survey method
* recommendations for commissioning, monitoring and implementing results
* practical advice on producing successful student projects
* a comparative international perspective.
Intended for managers and students of public sector management and marketing, this outstanding book contains instruction on research methods, practical advice for managers and professionals on how to commission, monitor and implement the results of market research, and an excellent selection of case studies.