Validity understood within the context of judging the quality or merit of a study is often referred to as research validity (Gliner & Morgan, 2000). Doing so, especially within the context of marketing or social science research, begins with an understanding of the concepts of validity and reliability. focusing on underlying organizational issues that influence how care is delivered, by clinicians, administrators, payers and regulators demands that healthcare marketers be knowledgeable in assessing and applying credible and applicable evidence (Shortell, Rundall & Hsu, 2007). The adoption of evidence-based medicine and evidence-based management, i.e. Unfortunately, research standards often are overlooked or minimized due to time and financial constraints. Healthcare marketers must take up and use evidence from well-credited research whenever possible to gain recognition and acceptance of their work by healthcare executives and physicians (Swann et al., 2012).
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