Getting the Most Use Out of Research Results
http://www.sinicom.com/Sub%20Pages/pubs/articles/article16.htm

Sinickas, Angela D.
Sinickas Communications
1999

Abstract:

All too often companies conduct a survey and do nothing with the results. This problem can be avoided by making sure that management is committed to acting on the findings before you even conduct the research (the topic of this month's column) and developing highly actionable research tools (covered last month).