Market Research Proposal: Electronic Health Records, MKT 645

This market research proposal focuses on the challenges and opportunities associated with Electronic Health Records (EHRs). The proposal provides an overview of the problem, which includes challenges in security, interoperability, and clinician burnout. The research objectives aim to identify challenges in EHR implementation and propose solutions. The research questions address key stakeholder concerns regarding data security, interoperability, value-based care, and clinical informatics. The methodology involves a mixed-methods approach, combining literature review, qualitative, and quantitative methods. Data collection includes secondary data from existing sources and primary data through surveys. The sampling strategy uses probability sampling to gather data from 50 employees in the healthcare sector. The proposal concludes by highlighting the importance of the research in improving EHR implementation and healthcare delivery.

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

MARKET RESEARCH PROPOSAL
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paper-based clinical documentation process has been replaced by the EHR system (Miotto et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

MARKET RESEARCH PROPOSAL 3
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
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

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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 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

MARKET RESEARCH PROPOSAL 6
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, the
discoveries show 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. The mixed research 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
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.

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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 research 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
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

MARKET RESEARCH PROPOSAL 8
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
keep records of the company and makes a 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

MARKET RESEARCH PROPOSAL 9
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 plain 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 in an understandable way (Norris, Plonsky, Ross,
and Schoonen, 2015).
Estimated Timeline and Costs
The estimation of time, as well as cost, could effective for the attainment of research tas
(Adler-Milstein, DesRoches, Kralovec, Foster, Worzala, Charles, & Jha, 2015). There are
certain that could be considered by the investigator to complete their study. The investigator
could critically evaluate how much cost as well as time have been taken by the researcher who
has completed similar research. It could be effective to determine the actual time and cost for
the research activity (Doshi-Velez, Ge, & Kohane, 2014). There are certain research acts that
are considered by the investigator to complete their study named personal expenses, sampling

MARKET RESEARCH PROPOSAL 10
expenses, data collection, and data analysis cost (software fees). The total cost of completing
such activities has been decided $ 3000 complete such activities and make at a reliable
conclusion. The following table demonstrates each activity time as well as cost:
Research Activity Time Cost
Selection of research topic
(Personal expenses)
3 months 500
Sampling expenses 4 months 600
Data Collection 8 months 1200
Data analysis method
(software fees)
6 months 700
Total Cost ($) 21 months 3000
With respect to the above table, it is illustrated that each activity has taken different time and
cost. From this, it is founded that the selection of research topic is taken less time as compared
to other research activity. Apart from this, it is also stated that the data collection research
activity has taken 8 months of the time period that required $1200 for conducting this study
and make a decision effectively. This activity took higher time as compared to other research
activity.
Ethical Considerations
The ethical consideration could be imperative for the attainment of any research task. It is
stated that the researcher has needed to gain their understanding about ethical issues
elimination toll to eliminate the possibilities of such kinds of issues form the study and make
the decision accordingly. In this, the investigator would also be capable to eliminate
possibilities of getting a favorable outcome. The investigator would use the ethical norms as it

MARKET RESEARCH PROPOSAL 11
could be effective for differentiating the employees towards the right and wrong activities. It
could also be effective for the attainment of the organizational task. It could also be effective
for avoiding the harmful acts in conducting the research. This tool could also assist the
researcher to conduct this study effectively (Adler-Milstein, DesRoches, Kralovec, Foster,
Worzala, Charles, & Jha, 2015). At the time of selection of sample size, a researcher should
remember that actual information about the research issue for effectively conduct this study.
There are certain acts that consider that are considered by the investigator for the attainment of
the research task. These acts are associated with avoiding harmful acts, actual information, and
secure their private data. The researcher would also be accountable for the information that is
provided by the research candidates would be confidential. Confidentiality could make a
transparent relationship between the researcher and researcher participants (Doshi-Velez, Ge,
& Kohane, 2014). The researcher would be capable of effectively conduct this study and make
a decision effectively and meet the aim of the study. For completely eliminating the ethical
issues from the study, the researcher would be capable to consider certain by considering the
ethical norms named plagiarism, data manipulation, university guidelines, and give the actual
credit to the real authors for increasing reliability of the firm. It is stated that if the
organization could consider certain such factor in the study then they would be capable to
eliminate the biases from the study and reach at the reliable conclusion in the context of the
current matter (King, Patel, Jamoom, & Furukawa, 2014). The investigation would be capable
to get a reliable outcome. In addition, it is also evaluated that the organization would be
capable to collect the feasible information towards the research issue. The Researcher should
also be accountable for deeply evaluating each research acts like data collection method,
sample method, data analysis, and identification of the research as it could be effective for the

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attainment of study. It is examined that researcher should establish a repo to the participants to
feel comfortable in the study and support to make a decision effectively (Clegg, Bates, Young,
Ryan, Nichols, L., Ann Teale, & Marshall, 2016).
Further Considerations
With respect to the above solution, it can be concluded that the Electronic Health Records tool
could be beneficial but quite negatively impact on the health sector (Rivers & Lewis, 2014). It
can also be summarized that there are certain benefits that could be obtained by considering
HER tool named like operations, medications, past diagnostic follow-ups, hospitalization
details, and lab results (Hermerén, 2015). These acts could be associated with the patients.
From this, the data management people are free to easily found the data in less time thus it can
also be said that this could secure the time as well as the additional cost of hospitalization
sector (Connelly, 2014). Apart from this, it can also be concluded that there are certain
disadvantages that could be faced by the HER as it could be associated with the security,
interoperability and clinician burnouts. It could be effective for the attainment of the
organizational task. It can also be summarized that the market research tool could assist to the
investigator for the investigator to collect the information toward the research matter and
support to make a decision effectively (Kosinski, Matz, Gosling, Popov, & Stillwell, 2015).