For this Assignment, you use best practices of survey design to create a patient satisfaction survey.
For this Assignment, you use best practices of survey design to create a patient satisfaction survey.
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?
Resources:
Thomas, R. K. (2020). Marketing health services (4th ed.). Health Administration Press.
- Chapter 15, “Marketing Research” (pp. 473–502)
- Chapter 17, “Marketing Data” (pp. 521–544)
Aggarwal, P., Vaidyanathan, R., & Castleberry, S. (2011). Managerial and public attitudes toward ethics in marketing research. Journal of Business Ethics, 109(4), 463-481
Chavez, C. (n.d.). Survey design. Retrieved from https://lmu.app.box.com/s/g3frmh8tvqw38q4uwb467588wibsq694
DuBois, J. M., Kraus, E. M., Gursahani, K., Mikulec, A., & Bakanas, E. (2014). Curricular priorities for business ethics in medical practice and research: Recommendations from Delphi consensus panels. BMC Medical Education, 14(1), 235-235.
Ferrell, O. C., & Keig, D. L. (2013). The marketing ethics course: Current state and future directions. Journal of Marketing Education, 35(2), 119-128.
Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S-93S
Gegez, A. E., & Sims, R. L. (2014). Ethical attitudes toward marketing research practices: A cross-cultural study. Journal of Multidisciplinary Research, 6(1), 49.
Kumbla, D. K., Kumar, S., Reddy, Y. V., Trailokya, A., & Naik, M. (2014). Win over study: Efficacy and safety of olmesartan in Indian hypertensive patients: Results of an open label, non-comparative, multi-centric, post marketing observational study. Indian Heart Journal, 66(3), 340-344.
Mackey, T. K., Cuomo, R. E., & Liang, B. A. (2015). The rise of digital direct-to-consumer advertising?: Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications. BMC Health Services Research, 15, 236.
Weissman, C., Schroeder, J., Elchalal, U., Weiss, Y., Tandeter, H., & Zisk-Rony, R. Y. (2012). Using marketing research concepts to investigate specialty selection by medical students. Medical Education, 46(10, 974-982
Wilson, D. K., St George, S. M., Trumpeter, N. N., Coulon, S. M., Griffin, S. F., Wandersman, A., & Brown, P. V. (2013). Qualitative developmental research among low income African American adults to inform a social marketing campaign for walking. The International Journal of Behavioral Nutrition and Physical Activity, 10, 33-48.
Requirements: 1-2 pages and survey
Subject: Masters Marketing
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