Reference no: EM132203021

Part 1 - Post an executive summary that addresses the following:

Describe market-based segments of the health care organization you selected. Include demographic characteristics of segmented consumers that influence buying behaviors of the market. Then, analyze how the organization is responding to these market segments. Finally, evaluate the impact of these market segments and consumers on the future of the organization's market. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.

Part 2A - 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.

Part 2B - 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?

Attachment:- Assignment File.rar