Survey Design
40302Assignment :
Survey Design
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:
dx. 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?
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.
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Chapter 14, “Marketing Research” (pp. 387–414)
Chapter 16, “Marketing Data” (pp. 435–456)
Aggarwal, P., Vaidyanathan, R., & Castleberry, S. (2011). Managerial and public attitudes toward ethics in marketing research. Journal of Business Ethics, 109(4), 463–481.
Note: Retrieved from the Walden Library databases.
Chavez, C. (n.d.). Survey design. Retrieved March 4, 2016, from http://www.lmu.edu/Assets/Academic+Affairs+Division/Assessment+and+Data+Analysis/Christine$!27s+Folder/Surveys+Website/Survey+Design+Resource.pdf
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Note: Retrieved from the Walden Library databases.
Ferrell, O. C., & Keig, D. L. (2013). The marketing ethics course: Current state and future directions. Journal of Marketing Education, 35(2), 119–128.
Note: Retrieved from the Walden Library databases.
Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S–93S.
Note: Retrieved from the Walden Library databases.
Gegez, A. E., & Sims, R. L. (2014). Ethical attitudes toward marketing research practices: A cross-cultural study. Journal of Multidisciplinary Research, 6(1), 49.
Note: Retrieved from the Walden Library databases.
Kumbla, D. K., Kumar, S., Reddy, Y. V., Trailokya, A., & Naik, M. (2014). Win over study: Efficacy and safety of olmesartan in Indian hypertensive patients: Results of an open label, non-comparative, multi-centric, post marketing observational study. Indian Heart Journal, 66(3), 340–344.
Note: Retrieved from the Walden Library databases.
Mackey, T. K., Cuomo, R. E., & Liang, B. A. (2015). The rise of digital direct-to-consumer advertising? Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications. BMC Health Services Research, 15, 236.
Note: Retrieved from the Walden Library databases.
Weissman, C., Schroeder, J., Elchalal, U., Weiss, Y., Tandeter, H., & Zisk-Rony, R. Y. (2012). Using marketing research concepts to investigate specialty selection by medical students. Medical Education, 46(10), 974–982.
Note: Retrieved from the Walden Library databases.
Wilson, D. K., St George, S. M., Trumpeter, N. N., Coulon, S. M., Griffin, S. F., Wandersman, A., & … Brown, P. V. (2013). Qualitative developmental research among low income African American adults to inform a social marketing campaign for walking. The International Journal of Behavioral Nutrition and Physical Activity, 10, 33–48.
Note: Retrieved from the Walden Library databases.
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