Marketing Research - Group Project - Fall 2016.

Added on - Sep 2019

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Marketing Research - Group Project - Fall 2016IntroductionThe main aim of this group project is to have a hands-on experience of marketingresearch. The project will give you the opportunity to apply the marketing researchconcepts covered in the course. The key purpose of the research project is to:- Work through the Marketing Research (MR) Process- Apply MR concepts to specific marketing issue- Gain experience in data analysis using SPSS.- Write a marketing research report- Do a marketing research presentationProject DescriptionOn 3rdApril 2011, under the patronage of His Highness Sheikh Tamim Bin HamadAl-Thani, Qatar’s National Health Strategy (QNHS) was officially launched. This fiveyear healthcare plan specifically stressed on provision of patient-centered world classhealthcare services to meet the existing and future needs of the consumers.Hence the key question that needs to be clearly addressed is the customer (patient)view of services in hospitals in Qatar. This important and fundamental questionshould bring out a number of key service considerations and issues which should betackled before embarking on implementation of consumer driven service strategy inhospitals.As a researcher you will focus on in-patients (i.e. patients who stay in a hospital formore than 1 day). The prime project objective will be to evaluate the satisfactionstatus of a patient who is receiving healthcare services in a hospitals. Consequentlythe research project will help develop satisfaction profile of a customer (patient) thatis reflective of whether or not customer’s needs and expectations are being met.The research project will cover the following strategically important areasrelated to Customer (patient) care:1.Demographics (identify different types of patients)2.Different types of medical treatments3.Assessment of service providers performance4.Quality and extent of communication between service providers and patients5.Assessment of patient accommodation6.Assessment of catering quality7.Assessment of recreation and entertainment8.Value for money evaluation9.Location assessmentA questionnaire based survey should be conducted to collect the data. Data will begathered from hospitals in Qatar. Each group will be assigned one of the followinghospitals:-Al-Khor General Hospital-Rumaillah Hospital-Hammad Hospital1
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