Renetta Roland - Week 3 Assignment

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University of Phoenix *

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MISC

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Marketing

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Feb 20, 2024

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1 Again, for the 3 rd time, you have not cited all your referenced sources. By not citing your sources, plagiarism is present. All referenced sources must be cited – no exceptions! Feedback was provided in Week 1 and Week 2, yet you continue to make the same mistakes. If you continue to plagiarize, charges of academic integrity will need to be filed. (The University has a “zero-tolerance” policy when it comes to plagiarism.) I have provided you with multiple warnings and you haven't taken any corrective action. Grade 76.05 / 100 Wk3 – Marketing Research Renetta Roland University of Phoenix MHA/506 Diane Hunt-Wagner May 8, 2023 The challenge for this assignment is marketing research, both primary and secondary. With the knowledge of what marketing research entails, you decide whether the organization needs to conduct additional primary research to ramp up improvements in women’s services for ECRH. Provide the rationale for additional primary research , followed by supported secondary research you conducted on those additional areas. Be mindful: 1. Read the assignment instructions 2. Read the rubric (all sections), for it sets the expectations of what the assignment must address The primary research conducted by Faith & Main was on women’s perceptions of ECRH healthcare services. ECRH marketing would use the research for the objective of ramping up You analyze the findings of the Faith & Main primary research whereby the analysis you conducted results in ‘further’ primary research that will contribute to the objective of ramping up improvements of women’s healthcare services . Include the following in your discussions:

2 • Analyze the Faith & Main primary marketing research results. • Summarize the secondary research articles you found, explaining how they do or do not support the Faith & Main Consultants’ primary research findings. Explain why you believe the organization needs to conduct additional primary consumer market research. • State the type of additional information you believe is needed from such research. • State the tools and techniques you would add, explaining why you recommend them, including why they would be the most efficient and effective. • Explain how you would incorporate consumer demographics and feedback on consumer health care preferences into the design for products, services, or branding. Analyze , Assume , Conduct , Prepare, Include , Cite

3 Marketing Research Summary Understanding marketing research, the first step is how it works in the health care industry. Marketing research is a technique or practice that organizations use to understand trends. The goal is to identify and assess how changing elements of marketing impact customer behavior. The process in marketing is to help find what products and services are best for the customer. The best way to target a market is to get opinions and feedback on what the customer wants. In this case study, the focus is going to be women’s health services and it will explain how further research is needed and what practices are being done. ?? Your challenge is to analyze the findings of the Faith & Main primary research whereby the analysis you conducted results in ‘further’ primary research that will contribute to the objective of ramping up improvements of women’s healthcare services . The purpose of the Faith & Main primary research was to ramp up improvements in services being offered by ECRH. The subsequent report contained lots of demographics (see those percentages), along with psychographics (see those interests). Women’s Health Services After reading the case study for ECRH under the section where the CEO addresses the marketing team with concerns about keeping up with the rapidly moving strategic environment that he created, the CEO challenged the marketing department to develop a strategic plan over the next six weeks .?? How does this relate to the assignment’s purpose? Your evaluation of the F&M primary research conducted. Faith & Main primary marketing research resulting in a vast area of women’s care. The research is showing that the age difference among women is very widespread which will make

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4 communication among the women different . ?? Conducting additional primary research can get difficult with women’s health services and how to make them affordable and attractive to new customers. ?? From selected areas of the Faith & Main report, you explain why the area is weak, and why you believe the organization needs to conduct additional primary consumer market research in the area. Then you conduct secondary research in the area selected addressing specifics of what was uncovered and reported on in the secondary research. You use that to formulate the additional primary research to conduct. Creating a strategy that works on expectation that when it comes to women’s health, they can switch different providers and products based on price, the decision to see what the best strategy is to use is based on a variety of factors that is in place. The strategy is a process to find ways to keep the cost low and be able to think ahead of the competition. All women deserve the right care for every area of women’s health, whether it is breast, ovarian, routine care or whatever care she is in need and not feel discriminated against. Therefore, a communication plan using social media to conventional marketing techniques will be required (Case Study,2022). ?? What are areas of the F&M report that you are conducting secondary research on? Why lead you to each of those three areas? From the secondary information you collected on each of those areas, what are you going to include in your expanded primary research? As Market research involves data, there will be tools and techniques that are you going to apply to address effectiveness and efficiency of data collection, data analysis. Those tools and techniques will help in making marketing decisions. Nudge: 1) Survey Monkey 2) Social Mention (a social media and web monitoring tool) ** Discussed in classroom discussions The reason why social media would be a good tool to use for marketing?? You are to be addressing tools and techniques that are you going to apply to address effectiveness and

5 efficiency of data collection, data analysis. is that it will catch the attention of all women from all ages, no matter the demographics. It will show and explain what services that is being offered, it will introduce the physicians in the facilities, and this will help the consumer make a decision that is best for them. When branding a product and services it needs to show what the factors are and how it they can be used to influence consumer behavior. One thing that can be done is a survey ?? survey is a methodology used in conducting primary research; F&M used survey methodology of what is needed the most in the demographic area and communicate in a way so that everyone understands what is offered and the price, this is so far have been successful. Renetta, Marketing Research performs an ‘instrumental’ role in Marketing. It is a must do for conducting successful business. Two types of marketing research are primary research and secondary research . With primary research, you are seeking to generate data (data does not exist) about a product/service. With secondary research, you gather generated data (data exists now) from other sources, about a product/service. Primary research is much more costly than secondary research . Methodologies for conducting primary research include interviews, surveys, focus groups, and observations . Based on the information provided in the case study, Faith & Main applied survey method. Market research involves data, thus tools and techniques that are you going to apply to address effectiveness and efficiency of data collection, data analysis. Those tools and techniques will help in making marketing decisions. Faith & Main report contained both marketing demographics (see those percentages) and psychographics (see those interests). Demographics are quantitative. Psychographics are qualitative, and include interests, attitudes, opinions, and lifestyles. Understanding these two concepts, which ones were lacking whereby further primary research is being recommended by you. Consider, with that expansion of primary research, you will be addressing queries that further generate demographic and psychographic information.

6 T his assignment required you to expand primary research to ramp up improvements in ECRH women’s services. The assignment required you to support that primary research with secondary research. For example – knowing willingness to be seen by nurse practitioner was viewed as favorable in the initial primary research, additional primary research is beneficial on what healthcare service would be provided by nurse practitioners. Secondary research could be conducted on what states in the U.S. allow nurse practitioners to practice, at what level of licensing, and with/without doctors present. Additional primary research would address queries on services being solicited by nurse practitioner and whether in office or from Telemedicine perspective.

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7 References Goddard, M. (2015). Competition in healthcare: Good, bad or ugly? International Journal of Health Policy & Management, 4 (9), 567- 569. Retrieval information? URL, database, or Digital Object Identifier (DOI)? Where is Goddard cited within the paper? Healthcare marketing master class. (2013, September). Express Healthcare , n/a. Retrieval information? URL, database, or Digital Object Identifier (DOI)? Where is the above-referenced source cited within the paper? Rooney, K. (2009). Consumer - driven healthcare marketing: Using the Web to get up close and personal. Journal of Healthcare Management, 54 (4), 241- 251. Retrieval information? URL, database, or Digital Object Identifier (DOI)? Where is Rooney cited within the paper? APA is the approved writing style guide for the University of Phoenix, and it must be followed when citing and referencing sources. For every reference, there must be a corresponding in-text source citation. By not citing all your sources, plagiarism is present. Ensure you cite and reference correctly so academic integrity is upheld.

Renetta Roland - Week 3 Assignment

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