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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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The American Hospital Association’s Annual Survey of Hospitals: a critical appraisal

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Title:The American Hospital Association’s Annual Survey of Hospitals: a critical appraisal
Author(s):Ross Mullner, (Associate Professor, Health Policy and Administration, School of Public Health, University of Illinois at Chicago, Chicago, Illinois, USA), Kyusuk Chung, (University Professor, Division of Health Administration and Human Services, College of Health Professions, Governors State University, University Park, Illinois, USA)
Citation:Ross Mullner, Kyusuk Chung, (2002) "The American Hospital Association’s Annual Survey of Hospitals: a critical appraisal", Journal of Consumer Marketing, Vol. 19 Iss: 7, pp.614 - 618
Keywords:Error cause identification, Hospitals, Statistics, Surveys
Article type:General review
DOI:10.1108/07363760210451438 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Data from the American Hospital Association’s Annual Survey of Hospitals, which are used to produce the AHA Guide, Hospital Statistics, and other data products, are widely used by hospital administrators, academic researchers, and healthcare marketers. Although they are widely used, many who use data from the survey are unaware of their limitations and problems. Such problems include: inaccuracies and inconsistencies in reporting; low response rates to certain data items; biases in reporting; and a lack of publicly available technical documentation concerning the statistical methodology of the survey, particularly its estimation and imputation procedures for missing data. Failure to be sophisticated consumers of data products can misdirect the outcome of important planning and marketing efforts.

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