Using Market Research for the Dissemination and Utilization
of Disability Research

Making Market Research Useful

NIDRR grantees may have limited resources for conducting market research. These limited resources may present some difficulties in determining the most effective ways to disseminate research information in ways preferred by consumers and other target audiences. This is similar to the dilemma faced by social marketers who may worry that "research will cost too much. Yet, on the other hand, he or she knows that listening to customers is the only (relatively) fool-proof way to make sure that a project is on the right track" (Andreasen, 1995, p. 98).

The solution is simple: "Conduct research only when it helps make a better decision!" (Andreasen, 1995, p. 98). The following considerations will help in determining whether market research will aid in decision making.

Are facts needed? The most common scenario for implementing market research is when there is a lack of knowledge about some important aspect of the environment and information about it is needed for decision making purposes.

Might change be needed? Market research can be used collect data about customer satisfaction information in order to determine whether or not change is needed.

Is reinforcement needed? Market research may be conducted to provide data to justify a course of action to colleagues and others. (Adapted from Andreasen, 1995, pp. 98-101)

It may be helpful to make a move-ahead decision on market research only if the researcher can answer "yes" to each of these three questions:

1. Can you afford this? (And, equally important, can you afford not to do this?)
2. Will the data be worth the cost?
3. Do you know what you will do with the results? (White, 1997, p. 73).

Some opportunities for market research may be overlooked due to incorrect assumptions, such as:

Thinking of market research only in terms of surveys. There are many techniques that can make the difference between a good decision and a better one. Think about which research technique is most appropriate for each specific project.

Thinking of market research as expensive. There are many approaches that can improve the researcher's decision to a degree that justifies the cost. Adding a few items to research already planned can add knowledge needed to improve D&U activities without creating new costs.

Thinking that market research takes a long time and will only slow things down. Using dissemination formats and strategies that are not appropriate for target audiences and do not result in utilization take longer to correct and have higher overall costs in the long run. (Adapted from Andreasen, 1995, pp. 104-105)

This issue of The Research Exchange discusses a number of strategies and techniques for conducting market research. The central concern of this issue is that market research techniques can be valuable components of a disability research project to help make better dissemination decisions. This connection reinforces the idea that market research need not be a separate activity, but one that can be integrated into the workings of funded research.

Listening to users is what drives the improvement and expansion of dissemination efforts. Market research provides new avenues for listening to users to make decisions that can enhance dissemination efforts and expand the utilization of NIDRR-funded disability research by changing user awareness and behavior.

The next issue (Volume 5, Number 3) will present and describe innovative marketing strategies and dissemination techniques. Examples from NIDRR grantees will provide ideas for other grantees to expand their repertoire of dissemination activities.

References

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