Market Research Proposal on Electronic Health Records, MKT 645

This market research proposal, submitted by Jhansi Kalapala at California Intercontinental University for MKT 645, investigates Electronic Health Records (EHRs). It begins with an overview of the challenges associated with EHR implementation, including security concerns, interoperability issues, and clinician burnout. The proposal outlines objectives, research questions, and target audiences, including strategic managers, healthcare providers, CEOs, CIOs, and clinicians. The research methodology employs a mixed-methods approach, utilizing literature reviews, qualitative and quantitative data collection through surveys, and a sampling strategy involving 50 employees in the healthcare sector. The study aims to identify challenges, propose solutions, and contribute to the effective implementation and management of EHR systems. The proposal highlights the importance of addressing data security, interoperability, value-based care, and clinical informatics to enhance stakeholder participation and improve healthcare outcomes. The primary and secondary data collection methods are also outlined to ensure the research's validity and reliability. The proposal also discusses the sampling strategy and size, including both probability and non-probability sampling methods. The primary data collection method involves surveys through questionnaires to collect fresh information regarding the EHR system. Finally, the proposal highlights the ethical considerations and research limitations.

Running head: MARKET RESEARCH PROPOSAL
Electronic Health Records
Student Name: Jhansi Kalapala
California Intercontinental University
Subject: MKT 645
Professor’s Name: Charles Williams
August 30, 2024

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Marketing Research Proposal
Create a single introductory paragraph introducing the proposal’s evaluator to the
product/service and a brief overview of the proposal.
Overview of the Problem
The proposal is based on a report on Electronic Health Records. Utilization of
technological support in Healthcare is not an easy task, and EHRM (Electronic Health Record
Management) has several challenges along with with its benefits (Fernández-Alemán et al.,
2013). Generally, in EHRs a repository of information is available regarding the health status
of the individuals. It is a digital revolution in the health care industry, and the traditional
paper-based clinical documentation process has been replaced by the EHR system (Miotto et
al., 2016). An EHR contains all medical history and information regarding the patient like
operations, medications, past diagnostic follow-ups, hospitalization details, lab results,
radiology reports, and other relevant health care information (Ajami & Bagheri-Tadi, 2013).
The data is recorded in files and kept in the organizational database and can be safely retrieved
and shared when required. But the system has been criticized a lot, and several problem areas
have been revealed. The biggest EHR challenge in recent times is the security, interoperability
and clinician burnouts (Rind et al., 2013). Current hospitals and healthcare systems are facing
difficulties in implementation, maintenances, and up-gradation of the EHR system. The
problem areas range from technical, security to strategy, stakeholder support and human
interaction (Coorevits et al., 2013). Cybercrime is on the rise in recent times, and thus the
reliability of such an electronic data system is under scrutiny. The paper tries to focus on the
marketing aspects of consumer behavior of the EHR system. To be more specific, the market
research proposal seeks to find the effectiveness of the EHR system the probable challenges

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associated with its implementation and maintenance. The problem stakeholders are many and
include end customers, patients, employees, members, doctors and nurses, employers, health
providers, staffs, shareholders, owners, external health agencies and government (Nguyen,
Bellucci & Nguyen, 2014).
Objectives and Target Audiences
High-quality research in the area of e-healthcare is severely lacking. There is a constant
conflict between technology utilization and patient privacy preservation. Several issues,
challenges, and expectations regarding e-healthcare tool EHR are considered here so that
significant development of the tool is supported in health organizations (Weiskopf & Weng,
2013). The success of a healthcare system is dependent on the patient’s trust, and when they
lack the privacy and confidence about their personal information and health information
sharing, the results can be quite tremendous where they will refuse to share their details and
will oppose the EHR system. A well-designed electronic health care record system when
implemented can reduce inefficiencies a dcna promote a better healthcare experience to the
patients (Weiskopf et al., 2013). The primary goal of an EHR system is to provide a secure,
efficient and reliable way of registering and maintaining all relevant clinical information of the
patient. In this regard, support from every shareholder is equally essential. Integrated and
holistic system support will help in better implementation of the system without any
contingencies. Resource wastage will also be minimized when the operation of EHR is
accepted by every shareholder. Developing EHR standards will help in better healthcare
reform and health information sharing and exchange between health providers and the
organization will be efficient (Ben-Assuli, 2015). Quality management in healthcare will also
improve considerably. Thus, the main objective of the research proposal is to find the various

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challenges about an effective electronic health record system implementation and find
solutions to mitigate the issues holistically.
The research questions need to be well linked to support the research objectives. Keeping this
in mind, the following items are developed mainly for the key stakeholders of the health care
organization.
Question 1: extensive research and past data support have proved that EHR is more open to
cybercrime and data discrepancies. It is also found that a large amount of patient data is kept in
e-files and is easily accessible when required (Nguyen, Bellucci & Nguyen,
2014). This creates an issue of data safety and security. Keeping this in mind the strategic
managers of the healthcare system are questioned about how they tackle data security issues in
the implementation of EHR?
Question 2: Another major challenge is interoperability. Staffs have limited access to various
web-based applications and sites, and their web usage is also restricted in many healthcare
organizations. In this regard, technology and strategy need to be more comprehensive so that
the development of functional interoperability enhances (Ajami & Bagheri-Tadi, 2013).
Keeping this area under coverage the healthcare providers and staffs need to be asked about
how they will manage the interoperability system to support effective EHR implementation
and management. After all efficient health care delivery will improve productivity, reduce
errors and will also benefit patient care simultaneously.
Question 3: there is a rise in value-based care province in recent times. The shift in healthcare

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reimbursement from volume to value will directly impact the effectiveness of the EHR system
(Ajami & Bagheri-Tadi, 2013). In this regard, the CEOs and CIOs need to be
interviewed about their suggestive measures to manage the change and how they will support
value-based care provide by EHR implementation.
Question 4: finally, there is the age-old problem with clinical informatics systems like EHR of
information overload and clinical burnouts. In this regard, the technical team need to be more
robust and should support clinicians in performing their job by mitigating their technicality
issues (Nguyen, Bellucci & Nguyen, 2014). For this area of consideration, both management
and the clinicians need to be interviewed to have their responses on the same. This will help in
the development of future strategic steps in developing a robust EHR system so that
stakeholders’ participation is enhanced considerably. Proficient documentation in electronics
records will reduce additional data misuse and hence the number of patient consultation will
also increase which will improve the last revenue generations of the healthcare organization
(Ben-Assuli, 2015).
Market Research Technique
In this section, the investigator has concentrated on many elements as it is associated with the
electronic health record.It could be useful for critically evaluates the electronic health record,
which will be valid for the accomplishment of the research task (Mackey, & Gass, 2015). The

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The researcher will use a different market research tool for getting the information in the
context of the research matter.The researcher will use a literature review method, which will
lead to getting the conceptual information towards the research matter.The market research
could be an essential section of the study as it could directly impact on the overall performance
of the research outcome.For conducting this study, the research will use a mixed research
design that considers two methods named qualitative and quantitative approach.The qualitative
method leads to get the data from the existing sources as it could be collected by reviewing the
secondary data collection method (Silverman, 2016).Apart from this, it is also founded that
quantitative research is a measurable method that could assist to the investigator for collecting
data by considering the statistical way. The collection of quantitative data entailing the
analytical process that leads to getting reliable information about the research issue.Thus, it is
founded that the mixed research design will assist the firm for the attainment of the research
task.This method will lead to the investigator for getting the benefits of both qualitative as well
as a quantitative approach.These methods are also useful for the attainment of the research
task in the least time and cost.The market research tools are helpful as it facilitates to decide in
favor of the research matter (Mackey & Gass, 2015).
This course, many concepts have been discussed due to the attainment of the research
task.The researcher has considered different tools and techniques related to the data collection
named research approaches, strategies, data collection methods, data collection sources,
sampling method, and research limitations, and ethical consideration.It could lead to obtaining
a higher outcome.These methods could be valid for the investigator to conduct this study
systematically(Silverman, 2016). The researcher could also comprehend different sources that

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will be effective for the attainment of the organizational task.The research scholar will be
capable of getting a reliable result.The data collection method has been composed into two
sections named primary and secondary data collection method.
Existing Data Sources
The Secondary data collection tool is useful for getting conceptual information towards the
research issue named academic sources, books, journals, online and offline web sites.It could
be sufficient for meeting the aim and objectives of the research matter (Jamshed, 2014). These
sources are easily accessible and support to achieve a reliable result in the context research
issue.The research scholar will be able to address the depth information in the context of the
current matter.The existing data sources will be gathered by considering the data collection
method.This method could save the cost and time of the study. A secondary data collection is
a tool that aid to the investigator for collecting data by available sources and support to meet
the aim of the study.In addition to this, it also says that online sources could lead to getting the
likely outcome as it increases the reliability and validity of the research outcome.(Ledford &
Gast, 2018).
Sampling Strategy and Size
The Sampling is a tool that facilitates to the investigator for collecting the suitable
samples.The appropriate sample size could lead to conduct the study systematically (Mackey
& Gass, 2015).This study could consider specific methods like probability and non-probability
sampling tool.The probability sampling tool is valid for the study due to selecting the suitable
samples and make the decision accordingly.The non-probability sampling tool is useful in
choosing the sample on behalf age, gender, education, sex, and region (Taylor, Bogdan, &
DeVault, 2015).This method could facilitate to get a positive outcome.The probability

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sampling method could be quite complicated as compared to the non-probability sampling
tool.The non-probability sampling tool is cost-effective, But this method is time-consuming as
compared to the probability sampling method.For conducting this method, the probability
sampling method will be practiced as it considers the random sampling method, which leads to
systematically conducting the study.This tool is also imperative for doing the whole study in
less time that could be effective in researching consistently (Silverman, 2016).For using this
method, the researcher will select 50 Employees who are working in the health care sector and
uses Electronic Health Records tool for maintaining the record of the firm and support to make
the decision accordingly.The simple random sampling too will assist the investigator for
randomly select the research candidates, as it could be significant for the attainment of the
research task.This method could decline the biases from the study and support to make a
favorable decision.The non-probability way will create preferences in the survey due to
depending on certain elements.Hence, the researcher will give more priority to the probability
sampling tool as compared to the non-probability sampling tool (Mackey & Gass, 2015).
Primary Data Collection and Analysis
Primary data collection and Analysis
In this research, primary data collection method would be used to capture the primary and
fresh information regarding electronic health record system. There are different sources of
primary data collection methods such as survey through a questionnaire. This technique would
be selected as it would take less time for completing the research. Along with this, for this
questionnaire, 50 employees would be selected; who uses electronic health record system to

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keep records of company and makes feasible decision and these respondents would be selected
from the health care sector. In designing the survey through a questionnaire, close-ended
questionnaire structure would be used to create interest among employees during the survey
(Palinkas, et. al., 2015). Before the survey, the investigator will provide proper guidelines
regarding confidentiality and making ease process of conducting the survey. The researcher
would provide adequate instruction that if the participant would have any problem related to
the questionnaire, they can ask to them and also have the right to skip the question. As a result,
it would aid to obtain a reliable and valid outcome from research (Moser and Korstjens, 2018).
Data analysis method
The data analysis method is used to analyze pooled data through different techniques. It helps
to obtain the comprehensible meaning of gathered data about the research concern. In this
research, statistical data assessment technique would be used to assess the data regarding
electronic health record system. Along with this, MS-excel software would be used to
represent the gather data through a different table, pie chart, bar diagram, and column charts. It
would be beneficial for understanding the coding data into the comprehensible way (Norris,
Plonsky, Ross, and Schoonen, 2015).
Estimated Timeline and Costs
Provide an estimated timeline and costs for the proposed research. Remember to
include expenses such as: (a) personal expenses; (b) sampling expenses; (c) data collection; (d)
software fees; (e) all other expenses; and (f) the total cost.
Ethical Considerations
Discuss the ethical considerations the researcher faces while executing the above plan.

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Further Considerations
Provide a conclusion and final thoughts to conclude the proposal.

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References
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physicians. Acta Informatica Medica, 21(2), 129.
Ben-Assuli, O. (2015). Electronic health records, adoption, quality of care, legal and privacy
issues and their implementation in emergency departments. Health policy, 119(3), 287-
297.
Coorevits, P., Sundgren, M., Klein, G. O., Bahr, A., Claerhout, B., Daniel, C., ... & De Moor, G.
(2013). Electronic health records: new opportunities for clinical research. Journal of
internal medicine, 274(6), 547-560.
Fernández-Alemán, J. L., Señor, I. C., Lozoya, P. Á. O., & Toval, A. (2013). Security and
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Miotto, R., Li, L., Kidd, B. A., & Dudley, J. T. (2016). Deep patient: an unsupervised
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Shneiderman, B. (2013). Interactive information visualization to explore and query
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