healthcare- marketing research

first stage of the marketing research process
problem recognition
exploratory
what is causing the problem
test Hypotheses
what impact will it have
what happens in the research design stage?
the plan for the entire study
primary data
information collected to address a specific research question
major disadvantage for primary data
cost
data mining
extracting huge amounts of data are generated and collected by group practices, hospitals and other health care organizations
experimental
where factors are manipulated to determine a causal relationship
what a way to conduct research
telephone interviews, personal interviews, focus groups, mail surveys
step two in designing a sample
sampling frame (means to represent the sample population)
probability survey
an objective measure of reliability can be made
systematic sampling
often used hand out on discharge for patient satisfaction. may survey every other patient
quota sampling
non probability sampling method that is most systematic
in order to conduct a well designed survey
it is essential to conduct a pretest among people similar to those who will receive the survey
marketing research process
a multistep process that involves the systematic gathering of consumer info or data that will help an organization identify specific issues of concern to customers
4 steps of identifying the research objectives
exploratory, descriptive, test hypothesis, predictive
3 types of data collection
observational, experimental & survey research
what is one of the quickest ways to gather data from individuals?
telephone interviews
what is the least expensive way to collect market research, but has major issue in response rate?
mail surveys
first step in the identification of research objectives
exploratory
third step in the identification of research objectives
test hypotheses
first step in the marketing research process
problem recognition
third step in the marketing research process
research design
census
data collected from all of the market
sampling frame
means to represent the sample population
major advantage of using a probability sample
an objective measure of reliability can be made