TY  - JOUR
AB  - Market research is now being conducted by managers and health care
professionals within the NHS. Very little of this research to date has
been qualitative, although qualitative techniques would be most
appropriate to investigate the perceptions of patients, and to compare
perceptions of patients with those of service providers. Interest in
qualitative methods is increasing and with it a need to train
professionals and managers to use them. There exists little guidance in
the literature on exactly how to conduct qualitative interviews,
narration, group discussions and panels within health care. An
interaction guide adapted from a management training product is being
used by the author as a framework for conducting research and to train
others to do so. It teaches interactive skills for effective leadership.
A parallel is drawn between leadership exhibited by managers and
leadership for moderators and interviewers. This framework is
recommended for qualitative research in other sectors besides health
care.
VL  - 5
IS  - 1
SN  - 0268-9235
DO  - 10.1108/02689239110144505
UR  - https://doi.org/10.1108/02689239110144505
AU  - Hayden Virginia
PY  - 1991
Y1  - 1991/01/01
TI  - Leadership Skills Applied to Market Research for Health Care
T2  - Journal of Management in Medicine
PB  - MCB UP Ltd
SP  - 23
EP  - 32
Y2  - 2024/09/19
ER  -