The document provides examples of research proposals in healthcare management, marketing, and other fields. It discusses setting up the research background and problem, quantifying the problem, importance of the problem, research objectives and methodology, anticipated results, and theoretical and practical contributions. For example, one proposal examines adopting public relations in hospital marketing to attract patients and discusses identifying patient needs through interviews and analyzing factors to increase customer satisfaction. The document offers guidance on structuring effective research proposals.

1. Tổ chức lớp viết báo khoa học thương mại đăng
trên tạp chí quốc tế (8)
(Healthcare Management, Marketing)
Kha Thái Đức
Đại học Lạc Hồng Giám đốc trung tâm viết báo khoa học bằng tiếng Anh
柯泰德線上英文論文編修訓練服務
http://www.chineseowl.idv.tw
Viết Tiếng Anh Học Thuật

2. Tiểu sử cá nhân
Kha Thái Đức (Ted Knoy) đã dạy viết tiếng Anh kỹ
thuật trong các trường đại học ở Đài Loan hơn hai
mươi năm. Ông là tác giả của mười bốn cuốn
sách về viết tiếng Anh kỹ thuật và chuyên nghiệp.
Ông đã thành lập một trung tâm viết tiếng Anh tại
trường đại học Y Yunpei đồng thời cũng là giảng
viên toàn thời gian tại trường. Ông đã chỉnh sửa
trên 55,000 bài viết cho việc đăng báo nghiên cứu
khoa học từ năm 1989. Ông là cũng nhà biên tập
tiếng anh cho một số tạp chí về khoa học, kỹ thuật
và y học của Đài Loan.

3. A. Nền tảng (Background)
• Thiết lập các đề xuất nghiên cứu (Setting of research proposal): Mô
tả một xu hướng phổ biến, phát triển hoặc hiện tượng trong lĩnh vực của
bạn để người đọc có thể hiểu được bối cảnh mà bạn đề xuất nghiên cứu
đang được thực hiện .
• Vấn đề nghiên cứu (Research problem) : Mô tả các hạn chế chính
hoặc thất bại của các nghiên cứu trước đây hoặc các phương pháp đã
nghiên cứu khi giải quyết các xu hướng, phát triển hoặc hiện tượng đã
nêu .
• Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu (Quantitative
specification of research problem): Định lượng hoặc đưa ra một ví dụ
về vấn đề nghiên cứu được trích dẫn trong tài liệu tham khảo trước đó.
• Tầm quan trọng của vấn đề nghiên cứu (Importance of research
problem) : Mô tả các hậu quả về mặt lý thuyết và thực tế nếu không giải
quyết vấn đề nghiên cứu.

4. B. Thực hiện (Action)
• Mục tiêu nghiên cứu (Research objective) : Mô tả mục tiêu của
nghiên cứu đề xuất của bạn và bao gồm các đặc điểm chính riêng biệt
của nghiên cứu để đạt được mục tiêu nghiên cứu , điều mà đã không
được thực hiện trong nghiên cứu trước đây ( một câu )
• Phương pháp để đạt được mục tiêu nghiên cứu (Methodology to
achieve research objective) : Mô tả ba hoặc bốn bước chính để đạt
được mục tiêu nghiên cứu của bạn .
• Kết quả dự kiến ( Anticipated results) ​​: Mô tả các kết quả định lượng
mà bạn hy vọng sẽ đạt được trong nghiên cứu của bạn.
• Đóng góp trong lĩnh vực lý thuyết và thực tiễn (Theoretical and
practical contribution to field) : Mô tả cách thức phương pháp hoặc
kết quả nghiên cứu đề xuất của bạn sẽ đóng góp về mặt lý thuyết trong
lĩnh vực nghiên cứu, quy luật và cũng đóng góp thiết thực trong sản
xuất, ngành công nghiệp dịch vụ.

5. Ví dụ 1: Healthcare Management
Thiết lập các đề xuất nghiên cứu Governmental policy over
Taiwan’s National Health Insurance (NHI) scheme
continuously changes, especially in light of increasing
medical costs and premiums as well as concern over the
potential lowering of health care quality offered. Hospitals
must thus emphasize marketing practices to attract patients
through public relations.
Vấn đề nghiên cứu Although the role of public relations in
business marketing has received considerable attention, its
role in hospital marketing practices has seldom been
addressed.
Tầm quan trọng của vấn đề nghiên cứu The inability of a
hospital to adopt public relations in its marketing practices will
make it less competitive in promoting medical treatment and
services.

6. Ví dụ 1 (cont.)
Mục tiêu nghiên cứu Based on the above, we should develop
a marketing strategy for hospitals that emphasizes identifying
and satisfying patient needs from a customer's perspective.
Phương pháp để đạt được mục tiêu nghiên cứu To do so,
factor analysis of a customer's needs can be performed
through personal interviews. Those results can then be
analyzed, along with vital factors identified as well.
Kết quả dự kiến As anticipated, the proposed marketing
strategy can increase the elongation of customer's content by
over 10% through hospital marketing by significantly reducing
overhead costs and work time.
Đóng góp trong lĩnh vực lý thuyết và thực tiễn Results of
this study can provide a valuable reference for hospital
managers attempting to develop an optimization procedure for
implementing marketing practices precisely.

7. Ví dụ 2: Marketing
Thiết lập các đề xuất nghiên cứu Globalization of the cosmetics sector is
widespread in most industrialized countries.
Vấn đề nghiên cứu Taiwan’s biotechnology industry has rapidly evolved in
recent years, subsequently increasing marketing efforts in the local cosmetics
sector, which originally focused only on healthcare products.
Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu For instance,
according to the Industrial Technology Research Institute, revenues from the
local cosmetics sector ranged between 1 billion and 7 hundred million U.S.
dollars to 1 billion and 8 hundred million U.S. dollars in 2002.. This figure
contrasts with the 7 hundred million U.S. dollars for the health food market and
9 hundred million U.S. dollars for the food testing experiment market. Many
female consumers regard cosmetics as a daily necessity, as reflected by the
wide array of cosmetic brands in the competitive market. Given the enormous
female consumer demand and intense competition, manufacturers must more
thoroughly understand the consumer purchasing behavior of this market niche.
Cosmetic manufacturers are concerned not only with marketing practices, but
also with the potential lowering of product and service quality, necessitating the
adoption of 4P method.

8. Ví dụ 2 (cont.)
Tầm quan trọng của vấn đề nghiên cứu Despite
receiving considerable attention in conventional marketing,
the 4P method has seldom been explored with respect to
its effectiveness in cosmetics marketing practices in order
to enhance the competitiveness and market share of
related manufacturers. The failure of cosmetics
manufacturers to adopt the 4P method in its marketing
practices will make it less competitive in promoting its
market share as well as products and services.

9. Ví dụ 2 (cont.)
Mục tiêu nghiên cứu Based on the above, we should develop a 4P-
based marketing strategy for the local cosmetics sector within Taiwan’s
biotech industry by considering consumer needs under the principles of
product, price, promotion and place. This strategy can enable
managers in the cosmetics sector to more thoroughly understand
consumer preferences not only by learning how to identify and target
potential customers efficiently, but also by establishing a retention
strategy to maintain loyal customers and attract new ones.
Phương pháp để đạt được mục tiêu nghiên cứu To do so, a
questionnaire can be submitted to cosmetic manufacturers on the most
appropriate marketing method, followed by factor analysis of those
results associated with such an approach that adopts 4P principles
(NOTE: Add 2-3 sentences to describe the methodology more
completely).

10. Ví dụ 2 (cont.)
Kết quả dự kiến As anticipated, adopting this 4P-based marketing
strategy can enable local cosmetic manufacturers to increase their market
share in related products and services. The proposed strategy can also
provide a more objective outcome for members when making related
decisions than conventional approaches can, thus accelerating the
marketing process. In addition to demonstrating the feasibility of using the
4P marketing strategy in order to increase consumer satisfaction, the
results of this study can provide cosmetic manufacturers with valuable
information for using in a customer database so that future sales
marketing strategies can reach their target audience.
Đóng góp trong lĩnh vực lý thuyết và thực tiễn In addition to
encouraging product innovation, the proposed 4P-based marketing
strategy can provide Taiwan’s biotech industry with clear guidelines on how
to equip management in the local cosmetics sector with appropriate and
efficient marketing policies that will ultimately decrease operating costs and
enhance competitiveness. Moreover, the proposed method can reveal how
the biotechnology industry incorporates 4P concepts, thus clarifying the
behavioral patterns of cosmetics customers.

11. Ví dụ 3: Healthcare Management
Thiết lập các đề xuất nghiên cứu Complex administrative procedures within
Taiwan’s National Health Insurance (NHI) scheme have led to errors in
insurance claims and much inefficiency. For instance, adhering to all NHI
regulations would require filling out nearly thirty forms, depending on various
commercial demands, e.g., insurance claims, salary readjustment, and
modification of insurer’s/claimant’s name.
Vấn đề nghiên cứu With subsequent errors made over confusion in filling
out appropriate forms, the NHI staff spends much time in handling errors and
then requesting insurers and claimants to amend erroneous information.
Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu Despite the
enormous amount of administrative time and costs involved in handling these
errors, this growing concern and its larger implications have not been
addressed in previous literature.
Tầm quan trọng của vấn đề nghiên cứu The inability to gradually reduce
the amount of human resources involved in handling insurer and claimant
errors and simplify administrative procedures as well as NHI forms will lead
not only to higher operational costs at NHI but eventually higher insurance
premiums.

12. Ví dụ 3 (cont.)
Mục tiêu nghiên cứu Based on the above, we should develop an administrative
procedure for classifying and simplifying forms to pay insurance premiums and file
other insurance-related claims in Taiwan’s National Health Insurance (NHI)
scheme. A database containing detailed information of NHI insurance holders can
also be accessed while ensuring the confidentiality of such information, thus
reducing administrative costs and the number of personnel involved.
Phương pháp để đạt được mục tiêu nghiên cứu To do so, three insurance
claim-related formscan be developed to reduce the redundancy of the more than
thirty existing ones, thereby reducing data processing significantly. A highly
restricted networked-based system can then be accessed to ensure the
confidentiality of NIH customer data and also reduce the amount of paperwork that
insurance holders must submit.
Kết quả dự kiến As anticipated, the proposed administrative procedure can
streamline the process of filing insurance-related claims by simplifying the form
procedure and enable access to relevant customer data on line in an efficient
manner.
Đóng góp trong lĩnh vực lý thuyết và thực tiễn Importantly, the proposed
procedure can significantly reduce not only the amount of time to fill out insurance
claims, but also postage fees owing to the ability of the network-based system to
accelerate data processing.

13. Ví dụ 4: Marketing
Thiết lập các đề xuất nghiên cứu Taiwanese living standards have dramatically risen in
recent years, as evidenced by the availability of consumer goods, pursuit of cultural
interests, and strong health consciousness. Public media emphasis on maintaining one’s
health and the wide acceptance of nutritional supplements have pave the way for a
health food products market, which is further promoted by the increasing popularity of
genetically modified foods. The growth in daily consumption of health food products
explains why, according to governmental statistics, medical and healthcare expenditures
account for an increasing share of household consumption in Taiwan and,
correspondingly, a rise in the number of local pharmacies established recently. A recent
study on consumer trends in the health food products sector in Taiwan revealed not only
that consumers prefer retail outlets over direct selling channels, but also that pharmacies
are where consumers most often purchase health food products. While local pharmacies
play a vital role in the island’s healthcare system, continuous changes in retail trends,
commercial practices and the national health insurance scheme necessitate that
pharmacists should remain abreast of marketing and promotional strategies to increase
revenue profits.
Vấn đề nghiên cứu Although the Taiwanese government has implemented separate
frameworks for the medical and pharmaceutical sectors since 1997, the rate of hospital
prescription drugs filled by pharmacies is extremely low. This trend explains why over-
the-counter drug purchases, along with sanitary and other related medical products, have
become major revenue for pharmacies. Local pharmacies have thus adopted a business
model of one-stop shopping in recent years in which customers can purchase a wide
array of medical and health food products.

14. Ví dụ 4 (cont.)
Đặc điểm kỹ thuật định lượng của vấn đề nghiên cứu Despite the focus of
empirical analysis of pharmacies in business management strategies,
orientation of pharmacists on marketing practices, consumer purchasing
behavior and pricing strategies, previous studies have not developed a
forecasting model to help pharmaceutical managers increase their scope of
effectiveness.
Tầm quan trọng của vấn đề nghiên cứu The inability to accurately forecast
medical and health care share of household consumption and the number of
local pharmacies to be established makes it nearly impossible for managers to
analyze market competition precisely and develop effective strategies.
Unfortunately, conventional forecast methods rely on large quantities of data to
predict medical and healthcare share of household consumption and the
number of new pharmacies in coming years. When these methods are
adopted, approaches such as line regression analysis and Time Series analysis
depend on a regular pattern of data; however, accumulating such data is
extremely difficult. Although twenty sources of data are available for healthcare
expenditures per household consumption in Taiwan in recent years, only six
sources of statistical data are available up to the present since the Taiwanese
government implemented separate frameworks for the medical and
pharmaceutical sectors.

15. Ví dụ 4 (cont.)
Mục tiêu nghiên cứu Based on the above, we should
develop a feasible forecasting method to estimate the
growth of medical and health care expenditures as well as
pharmaceutical units in Taiwan.
Phương pháp để đạt được mục tiêu nghiên cứu To do
so, medical and health care expenditure-related data
during the period 1999 to 2002 can be obtained from the
Central Region Office of the Budget, Accounting and
Statistics, Executive Yuan. Data on pharmaceutical units
can then be obtained from the 2003 Annual Report of the
Department of Health. Based on data from those sources,
GM (1, N) model of the Grey theory can be applied for
forecasting purposes.

16. Ví dụ 4 (cont.)
Kết quả dự kiến As anticipated, the proposed forecasting
method can accurately estimate medical and health care
expenditures as well as the number of pharmacies to be
established in Taiwan from 2003 to 2005.
The proposed method can also identify how the medical
and health care share of household consumption is related
to the number of pharmacies.
Đóng góp trong lĩnh vực lý thuyết và thực tiễn Results
of this study can provide a valuable reference for both
governmental authorities in formulating policies and
pharmaceutical managers in developing competitive
marketing strategies.

17. Tài liệu tham khảo
Knoy, T (2002) Writing Effective Work
Proposals. Taipei: Yang Chih Publishing

18. Further details can be found at
http://www.chineseowl.idv.tw