Assignment - Survey Design
Many health care organizations use surveys to collect data for conducting marketing research. To be effective, however, surveys must be carefully designed and properly validated and administered. If consumers do not understand the survey questions or why they need to answer them, the resulting data will not help organizations in their marketing efforts. For this Assignment, you use best practices of survey design to create a patient satisfaction survey.
To prepare:
Consider that you work in the health care marketing department of a major health care organization. The chief marketing officer of the organization has asked you to conduct market research on patient service satisfaction. You have been instructed to create and administer a patient satisfaction survey. With this in mind, consider types of questions you might ask patients, how you might administer the survey, and challenges that may occur during data collection.
The Assignment
Using best practices of survey design, create a 15-question patient satisfaction survey.
Note: The survey questions must be closed ended.
Then, write 1-2 pages that address the following:
- Why did you write the particular questions that you wrote?
- How do you plan to administer the survey?
- What challenges do you anticipate during data collection and reporting?
Discussion Topic: Ethical Considerations of Health Care Marketing Research
When conducting market research, health care organizations use a variety of methods to collect and report data. From how this data is collected to who collects it, when they collect it, and how they report it, it is essential for organizations to establish ethical standards for the research process. For this Discussion, you examine ethics in market research and recommend strategies to address unethical behaviors.
To prepare:
- Select a data collection or reporting method used in health care marketing research and reflect on related ethical considerations.
Note: For this Discussion, you are required to complete your initial post before you will be able to view and respond to your colleagues' postings. Begin by selecting the "Post to Discussion" link and then select "Create Thread" to complete your initial post. Remember, once you click submit, you cannot delete or edit your own posts, and cannot post anonymously.
Post a cohesive response to the following:
Analyze ethical considerations for the data collection or reporting method you selected. Then, recommend strategies to address unethical behaviors that may occur when using this method in health care marketing research. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Reading Resources:
1. Curricular priorities for business ethics in medical practice and research: recommendations from Delphi consensus panels by James M DuBois, Elena M Kraus, Kamal Gursahani, Anthony Mikulec and Erin Bakanas
2. Ethical Attitudes toward Marketing Research Practices: A Cross cultural Study by A.Ercran Gegez and Randi L. Sims
3. Exploring the e-cigarette e-commerce marketplace: Identifying Internet e-cigarette marketing characteristics and regulatory gaps by Tim K. Mackey, Angela Minerd, and Raphael E. Cuomoc
4. Incorporating Patients' Preferences Into Medical Decision Making by Liana Fraenkel
5. Managerial and Public Attitudes Toward Ethics in Marketing Research by Praveen Aggarwal, Rajiv Vaidyanathan and Stephen Castleberry
6. WIN OVER study: Ef?cacy and safety of olmesartan in Indian hypertensive patients: Results of an open label, non-comparative, multi-centric, post marketing observational study by D.K. Kumbla, S. Kumar, Y.V. Reddy, A. Trailokya,M. Naik
7. Qualitative developmental research among low income African American adults to inform a social marketing campaign for walking Dawn K Wilson, Sara M St.George, Nevelyn N Trumpeter, Sandra M Coulon, Sarah F Griffin, Abe Wandersman, Melinda Forthofer, Barney Gadson and Porschia V Brown
8. The Marketing Ethics Course: Current State and Future Directions by O. C. Ferrell and Dawn L. Keig
9. Using marketing research concepts to investigate specialty selection by medical students by Charles Weissman, Josh Schroeder, Uriel Elchalal, Yoram Weiss, Howard Tandeter & Rachel Y Zisk-Rony