CHAPTER PROBLEMS marketing week 5

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Feb 20, 2024

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CHAPTER PROBLEMS 1) A hospital marketing director has several research projects to undertake this quarter. He must try to determine the appropriate sampling methodology in light of each problem. Provide your recommendation on each issue: a) The hospital urology department wants to establish a sexual dysfunction clinic. The department head wants to get an estimate of the number of men aged 35 to 60 in the community suffering with some form of sexual dysfunction. I propose that they send out a formal letter requesting individuals between the ages of 35 to 60, specifically males, to participate in a survey designed to gauge their sexual dysfunction issues. To ensure the accuracy of responses, I suggest using a platform such as SurveyMonkey to provide an anonymous space for respondents to answer the survey. This would allow participants to be more truthful in their responses as they are not required to reveal their identity. By adopting this approach, we can obtain more accurate survey results, which would help formulate strategies to address sexual dysfunction issues. b) " A primary care medical group is trying to determine whether patients are being greeted and serviced appropriately by the billing and admitting departments. One way the hospital can gather patient feedback regarding their experiences with billing and admitting departments is to send out mail surveys. These surveys can be sent to those recently receiving medical services from the hospital. The surveys can include questions about the clarity of bills, ease of payment options, and the overall experience with the admission process. The hospital can use the feedback gathered from these surveys to improve their billing and admitting processes and provide better services to their patients. c) An MCO is trying to determine what concerns physicians have in agreeing to become part of its panel of physicians who will treat its subscribers. One possible approach for an MCO (Managed Care Organization) to encourage physicians to join the panel of physicians treating subscribers is to conduct phone surveys with them. By directly addressing their concerns and gathering feedback, the MCO can build a stronger relationship with physicians and establish trust. This approach may involve questions about the types of patients they prefer to treat, their preferred payment structure, and any concerns they

may have about working with the MCO. By considering and addressing these concerns, the MCO can create a more attractive and supportive environment for physicians, leading to better outcomes for subscribers. 2) A health group wants to identify consumers who (a) once went to a competing primary care group but then left that group; (b) have at least one child; and (c) live in the primary service area of the town’s hospital. Write the questions to target this population and suggest the best method for getting this information. When surveying a specific topic, choosing an appropriate survey methodology that is convenient for consumers and provides accurate results is essential. In this regard, mail surveys have proven to be an effective way to gather responses from consumers as they offer a hassle- free way for them to participate while also allowing them to identify themselves. This, in turn, can help to increase the response rate and accuracy of the survey results. To ensure that the survey questions are practical, it is essential to carefully craft them with consideration of the critical points to be covered. Firstly, it is necessary to ask if consumers have had an experience with a health group that needed to meet their standards. This can provide insights into the quality of healthcare services and identify areas that require improvement. Secondly, asking if the consumers have given birth before would be helpful. This can help to understand their perspective and experience with healthcare services related to childbirth. This information can be beneficial for hospitals and clinics that provide maternity services, as it can help them improve their services and better understand the needs of their patients. Thirdly, the survey should also ask if the consumers currently reside in or near the zip code of the hospital/clinic or the town name. This can help determine the consumers' geographical location and provide insights into the demographics of the survey population. By identifying the location of the consumers, hospitals, and clinics can tailor their services to meet the specific needs of their local community. In conclusion, conducting a survey can effectively determine the quality of healthcare services provided and identify areas for improvement. Careful consideration of the survey methodology and crafting practical survey questions can help increase the accuracy of the results. By understanding consumer experiences and perspectives, hospitals, and clinics can tailor their services to meet the specific needs of their patients and local communities. 3) The American Academy of Pediatrics wants to conduct a survey of recently graduated family practitioners to assess why they did not choose pediatrics for their specialization. Provide a definition of the population, suggest a sampling frame, and indicate the appropriate sampling unit.

When researchers want to study a particular group of individuals or elements, they often select a sample from a larger population that they find interesting. To represent this sample population, researchers use a sampling frame, a list of all the elements in the population that can be utilized to select a sample. For example, if researchers want to study the experiences of recently graduated family practitioners, the population in this case would be recent family practitioner graduates. Researchers could use a sampling frame generated by a relevant organization, such as the American Academy of Pediatrics, to select a representative sample of this population. This sampling frame could include a list of recent graduates from a local medical school. A sampling unit contains the elements of the population to be sampled; in this case, email addresses can be used as a sampling unit. To obtain the email addresses of family practitioners who graduated from that particular school, researchers could use the Doximity Masterfile. Using this method, researchers can ensure that the sample they select is representative of the population they want to study. 4) In the previously cited example (problem 3), suggest the appropriate sampling method in terms of the following: Sampling methods are techniques used to select a subset of individuals or items from a larger population to infer conclusions about the population as a whole. There are various sampling methods, each with unique characteristics and applications. One way to classify sampling methods is by whether they involve probability or nonprobability sampling. Probability sampling methods involve randomly selecting individuals or items from the population, which ensures that every member of the population has an equal chance of being selected. On the other hand, nonprobability sampling methods do not rely on random selection and may be based on factors such as convenience or judgment. Another way to classify sampling methods is by whether they involve single or cluster unit sampling. Single-unit sampling involves selecting individual members of the population as the sampling units, while cluster-unit sampling involves selecting groups of members as the sampling units. Stratified sampling is another type of sampling method that involves dividing the population into distinct subgroups or strata and selecting a sample from each stratum. This can be useful when the population has essential subgroups that must be represented in the sample. Equal unit and unequal unit sampling refer to whether the sampling units are of equal size or not. In equal unit sampling, each sampling unit is the same size, while in unequal unit sampling, the dimensions of the sampling units may vary.

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Finally, single-stage and multistage sampling refers to the number of stages involved in the sampling process. Single-stage sampling involves selecting a sample directly from the population. In contrast, multistage sampling consists of selecting a sample in multiple stages, such as selecting clusters and individuals within those clusters. When selecting an appropriate sampling method for question 3, it is essential to consider the goal of the survey. In this case, the American Academy of Pediatrics would like to survey a large group of individuals, requiring a multistage sampling approach. This method involves dividing the entire population into smaller clusters or groups, which can then be sampled in stages. The first stage would include selecting a cluster of individuals to survey, such as a specific local medical school. Once the cluster has been identified, probability sampling will randomly select individuals from within the cluster. This method ensures that every individual within the cluster has an equal chance of being selected, which helps to guarantee that the sample is representative of the larger population. Overall, the combination of multistage sampling and probability sampling is the most suitable approach for question 3, as it allows for a comprehensive and unbiased representation of the population being surveyed. 5) The following list presents the alternative samples obtained by a health care marketing research firm for its clients. Describe the type of sample each represents. a) Ten people sitting in the waiting room are asked to describe the ambiance of the facility and the attitude of the receptionist. This statement refers to a research methodology that involves selecting participants based on convenience rather than through a random process. This is known as non-probability sampling. In this approach, individuals are chosen based on their availability or willingness to participate rather than random selection. This method is often used when it is difficult or impractical to conduct a random selection process, such as when there are time or resource constraints or when the population being studied is challenging to access. Despite its limitations, non- probability sampling can still provide valuable insights and data for researchers to analyze and draw conclusions from. b) The medical school samples alumni regarding an evaluation of their education. Respondents are selected in an amount equal to the same population of specialties from the graduating class. In the context of survey research, equal unit sampling is a method in which the number of respondents selected from each subgroup or category is proportional to the size of that subgroup or category in the population. In other words, each category is represented

equally in the sample. In the specific example, equal unit sampling is used to select respondents from the population of specialties in a graduating class. Thus, the survey will include an equal number of respondents from each specialty, ensuring that each specialty is represented proportionally in the sample. This sampling method is often used to guarantee that the sample accurately reflects the population and to reduce sampling bias. c) The walk-in clinic calls every 15th patient who visited the clinic on Wednesday to assess whether the patient was greeted by the receptionist and given a handbook regarding the scope of services and an explanation as to how the clinic operated. The walk-in clinic has implemented a systematic sampling approach to evaluate the performance of their receptionist. Specifically, every 15th patient who visited the clinic on Wednesday is contacted by phone to inquire whether they were warmly greeted by the receptionist and offered a handbook outlining the clinic's services and operations. This method ensures that the receptionist delivers high customer service and that patients have the necessary information to make informed decisions about their healthcare needs. Source: Berkowitz, E. N. (2016). Essentials of Health Care Marketing (4th ed.). Jones & Bartlett Learning. https://bookshelf.vitalsource.com/books/9781284124200

CHAPTER PROBLEMS marketing week 5

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