ABSTRACT
The utilization of scientific and technical information (STI) is an issue that is at the very core of the marketing of any form of knowledge. This chapter provides several guidelines that can enhance the utilization of STI. These guidelines should be of concern to both producers (researchers) and users; both groups have responsibilities for enhancing the usability and usefulness of research and both groups have a great deal at stake in improving the information utilization process. Enhancing STI utilization is a very major concern in the user community. Overall, most guidelines will be applicable to nearly all STI settings. The guidelines represent the common experiences of many different persons and organizations in marketing. Some of the most successful research projects the authors have observed in various social science research studies have involved simulated interpretations of data prior to the actual collection of information.
