MKT 645 - Market Research Proposal: Electronic Health Records System

This market research proposal focuses on Electronic Health Records (EHR) and the challenges associated with their implementation and maintenance. It highlights the importance of EHR systems in modern healthcare, replacing traditional paper-based processes with digital repositories of patient information. The proposal identifies key problem areas such as data security, interoperability, and clinician burnout, and aims to explore the effectiveness of EHR systems and potential solutions. The research questions are designed to gather insights from various stakeholders, including strategic managers, healthcare providers, CEOs, CIOs, and clinicians, to address issues related to data security, interoperability, value-based care, and information overload. The proposed research will utilize a mixed-methods approach, combining qualitative and quantitative data collection techniques, including literature reviews, statistical analysis, and surveys, with a sample size of 50 healthcare employees using EHR systems. The ultimate goal is to develop a robust EHR system that enhances stakeholder participation and improves healthcare outcomes.

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paper-based clinical documentation process has been replaced by the EHR system (Miotto et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 effective for critically evaluates the electronic
health record that leads to the investigator for the attainment of study (Mackey, & Gass,

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2015).
The researcher will use different market research tool as it could be effective in obtaing the
data towards the research delimma. The literature review method aids to the researcher to
critically evaluate the issues and get the conceptual data in the context of current issue.
Furthermore, The market research could be an essential section of the study due to improving
the quality of research result. For conducting this research, the research will use a mixed
research design that considers two methods named qualitative and quantitative method. The
qualitative method leads get the data from the existing sources as it could be collected by
considering the secondary information gathering method (Silverman, 2016). It is founded that
quantitative research is a measurable method that could assist to the investigator for collecting
data by considering the statistical tool. A quantitative information will be gathered by entailing
statistical method that leads to getting reliable information about the research issue.
Consequently, mixed design will assist theresearch schalor to get the advatatges of both
qualitatiative as well as quantive methods and make decision accordingly. It is examined that
this tool could assit to the organization for increasing the quality of the research cost. The
market research tools are effective as it facilitates to operate the actviities of study and
increase the possibilities of getting positive result (Mackey & Gass, 2015).
In this course, many concepts have been discussed due to the attainment of the research
task. The researcher has considered different stratgues that is associated with data collection
named research approaches, strategies, information gathering tools, data collection sources,
sampling tool, and limitations of study as well as ethical norms. It could lead to obtaining a
higher outcome. These methods could be effective for the investigator to conduct this study
systematically (Silverman, 2016). The researcher could also comprehend different sources

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that supports to the investigator for meet the specified obejctives and aim of the study. A
research scholar will be able to obtain the feasible research outocme. It is examined that
information gathering process method could consider two methods named primary as well as
secondary gathering method.
Existing Data Sources
The secondary data gathering technique is effective in getting non-numerical
(theortical) data in the context of research matter like books, online, academic sources, offline
web sites, and journals. It is effective in meeting aim and objectives of study matter (Jamshed,
2014). These sources are easily accessible and support to meet reliable result with respect to
the research delima. A investigator will be capable to address the depth information with
respect the research matter. It is examined that 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 aids to complete the study aim. Moreover, it is addressed that online sources could
lead to getting the feasible outcome as it enhance the validity and reliability of reserahc result
(Ledford & Gast, 2018).
Sampling Strategy and Size
The Sampling is a tool that facilitates to the investigator for collecting the suitable
samples. The suitable sample size is essential for collecting the responses of the resesaecr
particiapnts int eh favor of the research matter. It could also aids to the investigator to get the
relaibel and valid information in the favor of the research issue Mackey & Gass, 2015). This
study could consider certain methods like probability and non-probability sampling technique.
A probability sampling is effective for the study due to selecting the suitable samples and

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make the decision accordingly. The non-probability sampling tool is effective in selecting the
sample size by considering certain sources as it could known as the gender, age, region and
education, (Taylor, Bogdan, & DeVault, 2015). This method could facilitate to get a reliable
outcome. The probability sampling method could be quite complicated than other sampling
technique but at the sale time it can also be evaluated that the probability sampling method
could be quite costly than the non-pprbability sampling method. For conducting this method,
the probability sampling method will be practiced as it considers the random sampling method,
which leads to performe the research and make decision in the favor of research issue. This
tool is also imperative for conducting the whole study in less time that could be effective in
conducting the study in the reliable way (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 which could play an significant role in the
accomplishment of study task. This tool is imperative in declining the possibilities of biases
from study and support to make a favorable decision. A non-probability tool will create biases
in the study due to depending on certain elements. Hence, the researcher will give more
priority to the probability sampling tool than the non-probability tool (Mackey & Gass, 2015).
Primary Data Collection and Analysis
Discuss how the proposal collects the required data. Provide a detailed analysis plan
allowing the researcher to transform the data into results (textual analysis such as coding and

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charts) helping them with the objectives and answering research questions.
If desired, create an example instrument and place it in Appendix C.
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.
Further Considerations
Provide a conclusion and final thoughts to conclude the proposal.

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References
Ajami, S., & Bagheri-Tadi, T. (2013). Barriers for adopting electronic health records (EHRs) by
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
privacy in electronic health records: A systematic literature review. Journal of
biomedical informatics, 46(3), 541-562.
Miotto, R., Li, L., Kidd, B. A., & Dudley, J. T. (2016). Deep patient: an unsupervised
representation to predict the future of patients from electronic health records. Scientific
reports, 6, 26094.
Nguyen, L., Bellucci, E., & Nguyen, L. T. (2014). Electronic health records implementation: an
evaluation of information system impact and contingency factors. International journal
of medical informatics, 83(11), 779-796.
Rind, A., Wang, T. D., Aigner, W., Miksch, S., Wongsuphasawat, K., Plaisant, C., &
Shneiderman, B. (2013). Interactive information visualization to explore and query
electronic health records. Foundations and Trends® in Human-Computer
Interaction, 5(3), 207-298.

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Weiskopf, N. G., & Weng, C. (2013). Methods and dimensions of electronic health record data
quality assessment: enabling reuse for clinical research. Journal of the American Medical
Informatics Association, 20(1), 144-151.
Weiskopf, N. G., Hripcsak, G., Swaminathan, S., & Weng, C. (2013). Defining and measuring
the completeness of electronic health records for secondary use. Journal of biomedical
informatics, 46(5), 830-836.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Silverman, D. (Ed.). (2016). Qualitative research. Sage.
Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods:
A guidebook and resource. John Wiley & Sons.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Ledford, J. R., & Gast, D. L. (2018). Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Jamshed, S. (2014). Qualitative research method-interviewing and observation. Journal of basic
and clinical pharmacy, 5(4), 87.

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Appendix A: Tables