I don't know why they are asking this. Maybe they are asking what stage the work is at. I don't really understand come to think of it. They can't think I have done a final copy edit and formatting on my own manuscript, am handing them a print-ready file.
I do know the publicity cycle on studies is much simpler. There is about a two week flurry of press releases and press conferences, and after that publicity is up to the study author. But then again, sales are not the point. Most people who read it will download the free version. A fraction will order a printed copy.
Zenkitty's joke is actually on point. Given that paper orders are typically in the range of 500 to 2,000, a lot of institutions use LuLu to handle printed orders. Essentially the object of the process is to produce a pdf people can download or order a printout of it. Either the institution will print 500 copies at a local print shop, take or orders and do fulfillment, and print another 500 when that runs out - or they will save that trouble and print on LuLu. A completely Non-scam use for POD. As an example CEPR (Center for Economic Policy Research - Dean Baker's outfit, highly respected), now publishes all their studies via LuLu.
The group I'm approaching is a bit smaller; they produce most of their studies in partnership with other groups. I'm now wondering if maybe they have never done the manuscript to print-ready file thing before. They've been around for 15 years, and were formed by the merger of two groups that had been around for a decade before that.