Vit Ting Anh Hc Thut

T chc lp vit bo khoa hc thng mi ng

trn tp ch quc t (11)
(Healthcare Management, Marketing, Finance )

Kha Thi c
i hc Y Dc TP H Ch Minh Gim c trung tm vit bo khoa hc bng
ting Anh

http://www.chineseowl.idv.tw

Tiu s c nhn
Kha Thi c (Ted Knoy) dy vit ting Anh k
thut trong cc trng i hc i Loan hn hai
mi nm. ng l tc gi ca mi bn cun sch
v vit ting Anh k thut v chuyn nghip. ng
thnh lp mt trung tm vit ting Anh ti trng i
hc Y Yunpei ng thi cng l ging vin ton thi
gian ti trng. ng chnh sa trn 55,000 bi
vit cho vic ng bo nghin cu khoa hc t nm
1989. ng l cng nh bin tp ting anh cho mt s
tp ch v khoa hc, k thut v y hc ca i Loan.

A. Nn tng (Background)

Thit lp cc xut nghin cu (Setting of research proposal): M t

mt xu hng ph bin, pht trin hoc hin tng trong lnh vc ca bn
ngi c c th hiu c bi cnh m bn xut nghin cu ang
c thc hin .

Vn nghin cu (Research problem) : M t cc hn ch chnh hoc

tht bi ca cc nghin cu trc y hoc cc phng php nghin
cu khi gii quyt cc xu hng, pht trin hoc hin tng nu .

c im k thut nh lng ca vn nghin cu (Quantitative

specification of research problem): nh lng hoc a ra mt v d v
vn nghin cu c trch dn trong ti liu tham kho trc .

Tm quan trng ca vn nghin cu (Importance of research

problem) : M t cc hu qu v mt l thuyt v thc t nu khng gii
quyt vn nghin cu.

B. Thc hin (Action)

Mc tiu nghin cu (Research objective) : M t mc tiu ca nghin

cu xut ca bn v bao gm cc c im chnh ring bit ca
nghin cu t c mc tiu nghin cu , iu m khng c
thc hin trong nghin cu trc y ( mt cu )

Phng php t c mc tiu nghin cu (Methodology to

achieve research objective) : M t ba hoc bn bc chnh t
c mc tiu nghin cu ca bn .

Kt qu d kin ( Anticipated results) : M t cc kt qu nh lng

m bn hy vng s t c trong nghin cu ca bn.

ng gp trong lnh vc l thuyt v thc tin (Theoretical and

practical contribution to field) : M t cch thc phng php hoc
kt qu nghin cu xut ca bn s ng gp v mt l thuyt trong
lnh vc nghin cu, quy lut v cng ng gp thit thc trong sn
xut, ngnh cng nghip dch v.

V d 1: Healthcare Management
Thit lp cc xut nghin cu Advances in medical science and
elevated living standards have contributed to a growing elderly
population in Taiwan, necessitating the importance of long-term care.
Vn nghin cu However, conventional long-term care
approaches overemphasize supplying physicians and nurses to fulfill
patient demand while neglecting the ability of personnel to provide
quality patient care.
c im k thut nh lng ca vn nghin cu According
to the Journal of Hospital Management Research, 82% of all
unsuccessful healthcare organizations neglect the demands of
patients, while 80% of all patients are discontented with the service
quality of healthcare organizations.
Tm quan trng ca vn nghin cu While neglecting the
importance of service quality in medical treatment, long-term
healthcare strategies must strive to satisfy patient demand.

V d 1 (cont.)
Mc tiu nghin cu Based on the above, we should develop an optimal
operating model, capable of selecting an effective monitor to adequately
implement a long-term care model in healthcare organizations, subsequently
providing admissions directors or hospital administrators with the most effective
strategic policy to promote marketing efforts.
Phng php t c mc tiu nghin cu To do so, statistical
variables of various populations among patients and hospital staff that provide
healthcare services such as training, orientation and promotion can be identified
using multivariate statistical analysis, i.e. one way ANOVA test and the t test,
based on use of the PZB model. The T test can then be performed to determine
actual circumstances of patients and the discrepancy between offered medical
services and receptiveness of patients towards them. Next, the discrepancy
between actual circumstances of patients reality and their anticipated quality of
services can be determined, in which T- value is a minus and P- value denotes
the areas in which patients are discontent with medical services, thus informing
healthcare organizations of the areas in which service quality must be improved.
Meanwhile, as for the discrepancy between attitudes of the patients and those of
the healthcare staff in terms of the quality of medical services, T- value is a plus
and P- value indicates that working satisfaction level among staff is low.

V d 1 (cont.)
Kt qu d kin As anticipated, the proposed optimal operating model
can provide healthcare staff with a statistical analysis-based approach to
demonstrate the effectiveness of various services, including
environmental quality, attitude and service efficiency, thus enabling
healthcare organizations to identify areas requiring improvement in
healthcare services.
Tm quan trng ca vn nghin cu Importantly, the proposed
optimal operating model can provide expectations by and of the staff,
motivating them to continuously improve in their profession. Additionally,
the proposed method contains an optimization procedure with simplified
calculations in ordered categorical data for engineers. Moreover, the
proposed model can enable healthcare organizations to identify areas to
enhance the staffs working environment, encourage training and
continuous on-the-job learning as well as promote career opportunities.

V d 2: Healthcare Management
Thit lp cc xut nghin cu Admissions directors or hospital
administrators must enhance the quality of offered products and
services by understanding customer preferences, necessitating the
importance of developing effective marketing strategies.
Vn nghin cu However, conventional marketing strategies over
rely on advertising strategies aimed at the exterior customer demand
while neglecting the internal customer demand, in which an organization
trains and motivates its employees to provide better products and
services.
c im k thut nh lng ca vn nghin cu For instance,
while Kotler (1994) asserted that internal marketing must precede
external marketing, according to The Journal of International Marketing
Research, 87% of all unsuccessful enterprises lack internal marketing
strategies.
Tm quan trng ca vn nghin cu Therefore, strategies may
neglect the importance of quality in products and services.

V d 2 (cont.)
Mc tiu nghin cu Based on the above, we should
develop an optimal operating model, capable of selecting
an effective monitor to adequately implement an internal
marketing model in hospital marketing practices,
subsequently providing admissions directors or hospital
administrators with the most effective strategic policy to
promote marketing efforts.
Phng php t c mc tiu nghin cu To do
so, statistical variables of various populations among
patients and hospital staff that provide healthcare services
such as training, orientation and promotion can be
identified using multivariate statistical analysis, i.e. one way
ANOVA test and the Karl Pearson test (NOTE: Add 2-3
sentences to describe the methodology more completely).

V d 2 (cont.)
Kt qu d kin As anticipated, the proposed optimal operating
model can provide staff with a more productive working environment by
adopting statistical analysis to demonstrate the effectiveness of various
services, including training, orientation and promotion, enabling
hospitals to understand which areas require improvement to achieve
quality healthcare services. Enhanced quality of healthcare services is
an indirect means of promotion, by which satisfied patients and their
relatives relay their positive experiences to others, ultimately improving
the image of the institution. Moreover, the proposed operating model
confirms the effectiveness of internal marketing, in which organizations
train and motivate their employees to provide quality healthcare
services. Such an approach must precede conventional marketing
practices if a hospital is to maintain its competitiveness.

V d 2 (cont.)
Tm quan trng ca vn nghin cu Importantly, the proposed
optimal operating model can provide expectations by and of the staff,
motivating them to continuously improve in their profession.
Additionally, the proposed method contains an optimization procedure
with simplified calculations in ordered categorical data for engineers.
While an internal marketing program within a hospital must focus on
training and career advancement for hospital staff, the proposed model
can encourage training and continuous on-the-job learning through
daily interaction with peers and supervisors. Furthermore, the
optimization procedure with simplified calculations in ordered
categorical data can provide a valuable reference for engineers as well.

V d 3: Marketing
Thit lp cc xut nghin cu Public relations is an effective means
of linking enterprises with the general public, explaining the increasing
popularity among Taiwanese enterprise to contract the services of public
relations firms.
Vn nghin cu However, conventional marketing approaches
involving manufacturer evaluation do not consider the valuation standard
when selecting a public relations firm.
c im k thut nh lng ca vn nghin cu For instance,
while lacking sufficient budget and time to assess public relations firm on
an individual basis, small and middle scale enterprises often rely on
company supervisors to make a subjective judgment when selecting
among candidate firms.
Tm quan trng ca vn nghin cu The inability to consider the
valuation standard when selecting a public relations firm makes it
impossible not only for researchers to determine the benefits that
enterprises enjoy when hiring public relations firms, but also for enterprises
to make selections based on an objective standard.

V d 3 (cont.)
Mc tiu nghin cu Based on the above, we should develop an AHPbased method that would enable enterprises to select, based on an
objective standard, which public relations firms should represent them.
Phng php t c mc tiu nghin cu To do so, a list of public
relations firms can be accumulated from industrial and business catalogues.
A valuation standard that reflects enterprise values can then be derived
based on interviews with experts in the field. Next, an objective decision
among candidate public relations firms can be made using the AHP method.
Kt qu d kin As anticipated, the proposed AHP-based method can
enable enterprises to evaluate objectively the most appropriate public
relations firm, subsequently conserving overhead costs and time associated
with enterprise valuation.
Tm quan trng ca vn nghin cu While enabling researchers to
determine the benefits of enterprises seeking public relations firms for
representation, the proposed method can assist enterprises limited in time
and budget to select the most appropriate public relations firm based on an
objective standard.

V d 4: Finance
Thit lp cc xut nghin cu Given the depressed commercial real estate
market in Taiwan, real estate planners have switched their focus to commercial
centers containing business units for lease. For instance, in Taipei, numerous
commercial centers containing more than ten business units have been established
since 1991. The market demand for commercial centers is expected to increase.
Vn nghin cu However, real estate planners lack an objective means of
determining the site of a commercial center, concerned primarily with the location,
computer hardware access and their own subjective judgment based on previous
experiences, possibly leading to an inappropriate selection for the location of a
commercial center.
c im k thut nh lng ca vn nghin cu For instance, real estate
planners tat rely solely on subjective assessments or previous experiences to select
the location of a commercial may make an inappropriate decision that does not
draw from the beneficial results of estimating norms and interviews with experts in
the field.
Tm quan trng ca vn nghin cu The inability of real estate planners to
draw upon objective sources of information when selecting the site of a commercial
center may lead to a low occupancy rate and decreased commercial value of the
commercial center.

V d 4 (cont.)
Mc tiu nghin cu Based on the above, we should develop
an AHP-based method that can select objectively the location
of a commercial center by drawing from the results of
interviews with experts in the field, thus increasing the
likelihood of a high occupancy rate and strong commercial
value of the commercial center.
Phng php t c mc tiu nghin cu To do so, a
questionnaire can be designed to query experts in the real
estate sector on the current market demand for commercial
centers in Taiwan. An appropriate weight criterion can then be
derived based on the results of the interviews with those
experts. Next, based on that criterion, an unbiased consistency
index and decision-making process can be developed.
Additionally, the potential location of a commercial center can
be assessed based on the objective procedure.

V d 4 (cont.)
Kt qu d kin As anticipated, the proposed AHP-based
method can offer a more efficient and precise site selection
criterion than the biased conventional approach can,
subsequently reducing the potential risks associated with
selecting the site for a commercial center.
Tm quan trng ca vn nghin cu Importantly, the
proposed AHP method can provide not only real estate
planners with a reliable means of estimating risk factors
and selecting the optimal location of commercial centers,
but also governmental urban planners with an effective
means of reducing unnecessary risks when selecting the
sites of other commercial trades.

V d 5: Healthcare Management
Thit lp cc xut nghin cu Changes in Taiwans National Health
Insurance policy have led to stringent competition among an increasing
number of hospitals to receive case payment for treating patients given a
fixed allocated budget, necessitating that hospitals change their
management approaches to remain competitive.
Vn nghin cu Given the increasingly competitive medical treatment
services offered nationwide, conventional management methods have lost
their competitiveness in handling case-payment schemes owing to the
inability to fully understand market needs, which is essential to establishing
an effective strategy to increase revenues.
c im k thut nh lng ca vn nghin cu For instance,
each of the five hospitals in Hsinchu, Taiwan has lost $1,200,000 annually
in revenues owing to the inefficient management of case-payment
schemes.
Tm quan trng ca vn nghin cu The inability to handle casepayment schemes will lead to a further loss in hospital revenues, eventually
leading to a reduction in personnel and community services.

V d 5 (cont.)
Mc tiu nghin cu Based on the above, we should develop an effective
quality control index based on customer relations management to analyze
how individuals select a hospital to receive medical treatment, thus providing
a valuable reference for policymakers in the medical sector.
Phng php t c mc tiu nghin cu To do so, a
questionnaire can be designed to understand the varying levels of medical
treatment quality by incorporating the basic requirements of patients,
including intangible ones such as respect. Use of PZB in the twenty twoitem questionnaires can enhance its effectiveness, including factors such as
tangibles, reliability, responsiveness, assurance, and empathy. The
following criterion can then be adopted to analyze the questionnaire results:
physicians are qualified and reliable; medical staff has received sufficient
training; physicians are willing to offer valuable clinical information;
physicians express concern for their patients; medical staff display a
professional attitude; and the hospital honors patient confidentiality. Next, a
distinction between satisfactory and unsatisfactory medical treatment can be
made by using the AHP method. Additionally, the quality of medical services
in individual hospitals can be determined using the quality control index.

V d 5 (cont.)
Kt qu d kin As anticipated, by incorporating AHP, the
proposed quality control index can evaluate individual
attitudes towards medical service quality, thus enhancing
management quality and competitiveness of hospitals, as
evidenced by increased revenues.
Tm quan trng ca vn nghin cu While attempting
to enhance medical quality island wide, the proposed index
can more accurately assess the quality of medical service in
hospitals than conventional management methods can.

V d 6: Healthcare Management
Thit lp cc xut nghin cu The extremely competitive medical market
sector in Taiwan and budget deficits incurred from the islands National Health
Insurance scheme have led to the implementation of a Global Budget System.
Whereas hospitals heavily prioritize allotting resources efficiently, the resources
utility rate has received increasing attention. Thus, hospitals must concentrate
their operational efforts on retaining current patients and increasing the utility
rate of those resources that hospitals already possess.
Vn nghin cu Of the relatively few studies examining the medical sector
in this area, conventional approaches calculate the number of outpatients,
inpatients and visits to emergency service without considering the pyment policy
in the Global Budget System.
c im k thut nh lng ca vn nghin cu The inability to
effectively address the utility rate of resources would make the statistical
approaches used to determine the samples in resource policies inaccurate.
Tm quan trng ca vn nghin cu Incapable of determining the utility
rate of resources, hospitals will expend considerable costs to maintain nullity of
resources and reduce the subsidized revenues from the National Health
Insurance scheme, ultimately lowering their competitiveness.

V d 6 (cont.)
Mc tiu nghin cu Based on the above, we should develop a novel
assessment model to identify the utility rate of resources in the medical
sector for enhancing hospital operations. More specifically, the
proposed model can incorporate a novel set of management strategies
that emphasize allotting resources within the medical sector to
strengthen a hospitals competitiveness in order to comply with the
Global Budget System.
Phng php t c mc tiu nghin cu To do so, the DEA
model can be used to determine the operational efficiency of each
hospital and identify an improved direction for allocating resources.
AHP can the be revised based on the weight of the DEA model. Next,
questionnaires can be sent to administrators regarding the significance
of assessing hospital performance. Additionally, pertinent literature can
be reviewed to confirm the reliability of variables in the database.
Finally, the performances of different hospital types can be compared
using the Kruskal-wallis test.

V d 6 (cont.)
Kt qu d kin As anticipated, analysis results can indicate the feasibility of
adopting the proposed assessment model to design and implement
precautionary measures towards the utility rate of resources in related fields. In
addition to providing the medical sector with more accurate guidelines on
allocating and planning operations, the proposed model can greatly facilitate
hospitals in allocating resources effectively, ultimately increasing their operating
capital. Moreover, the proposed model can contribute to efforts to effectively
utilize resources in the highly competitive medical market sector, as well as
provide a valuable reference for policymakers in enhancing the effective
allocation of resources.
Tm quan trng ca vn nghin cu Importantly, the proposed resources
allocation strategy can reduce the operational costs of hospitals and increase
the resources utility rate. Increasing the resource allocation effectively would
not only increase subsidized revenues from the National Health Insurance
scheme, but also distinguish between the performance efficiency of the
hospitals considered and the difference among hospitals with respect to
effectiveness change. Doing so would ultimately increase the competiveness
of the intensely competitive medical sector.

Ti liu tham kho

Knoy, T (2002) Writing Effective Work
Proposals. Taipei: Yang Chih Publishing

Further details can be found at

http://www.chineseowl.idv.tw