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.
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.
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:
Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including two from peer-reviewed journals. See the Week 6 Assignment rubric for additional requirements related to research and scholarly writing.
When selecting marketing and communication techniques, health care organizations must carefully examine their consumer populations, as not all techniques are effective for all consumers. Depending on the product, organizations might even choose two or three different techniques in an effort to reach multiple consumer segments. For this Assignment, you examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers.
Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3.
Write a 2-page brief that addresses the following:
Then, create an advertisement using the marketing technique you selected. Be sure to utilize communication techniques that would be appropriate for the consumer population you identified.
Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including two from peer-reviewed journals. See the Week 8 Assignment rubric for additional requirements related to research and scholarly writing.