Market Research Mini-Guide -- Health Research Paper

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(as the survey is an intercept interview, the survey should not exceed more than 20 minutes, and the 15-minute interview length would be the recommended duration given that the survey is about customer satisfaction.)

III. Executive Summary

This document provides important information on Mercy Health System's market research plan and strategy: a mini-guide on the market research process and the research plan for the proposed Customer Satisfaction Study.

The market research process mini-guide provides a brief discussion of the important stages in research implementation. Brief descriptions are provided based mainly on the Consultant's experience in market research as conducted in the healthcare / health service setting. Key points discussed include the formulation of the research objectives, developing the research design and methodology (data collection), data analysis and interpretation, and report writing and presentation. While each stage is given its proper merit and importance, it is the Consultant's recommendation that to have the correct and appropriate research study for the Client, both Consultant and Client must have a clear understanding of Mercy's business issues and information needs in order to correctly identify and solve the marketing problem it confronts and needs to resolve.

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The second part of this document includes a strategic plan on the proposed Customer Satisfaction Survey, which will be conducted in Mercy Hospitals. An important feature of this study is that it will cull out important factors that contribute to or influence clients' satisfaction in a hospital and health services. As a baseline for this study, the overall ranking of Mercy hospitals vis-a-vis its competitors in its immediate geographic service area will be compared against the scores determined from the American Customer Satisfaction Index (ACSI) on health service satisfaction in the country's hospitals (overall score)......

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