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Middleton Hospital Case
Introduction and Case background: The case has to be summarized giving a brief
background of some situational issues faced by the management.
Management Decision Problem: Alfred Robson, superintendent of Middleton Hospital,
in order to maintain its reputation as one of citys best hospital anted to kno patients
perception of its services compared to that of its competitors.
Marketing research problem:!erception" satisfaction survey of patients on hospital
characteristics and #uality of services provided by Middleton Hospital.
Subproblem/research questions:
Sub-problem 1:To determine image of Middleton Hospital on #uality of services and
hospital characteristics.
esearch question 1:$hat are the various hospital characteristics, areas of patient
care that may be a cause of patients dissatisfaction.
Sub-problem !:To make a competitive analysis ith other city hospitals.
esearch "uestion !: $here does the Middleton hospital stands in comparison to
other city hospitals on the various hospital characteristics and service parameters.
esearch Methodolog#:
Part 1: Sources o$ Data%
Secondar# source:
%& 'olumbus study report on the purchase behavior of (%( adult males toards
hair spray.
(& Market reports of the product
Primar# Data source:
%& )or e*ploratory phase, inputs employees of the +orell company, some
shopkeepers and fe intervies of the hairspray consumers to identify the
characteristics of the users and the attributes hich go into building up the
image or perception of the brand in the minds of the consumers.
(& )or descriptive phase, survey of consumers using either +orell hair spray or
competitors product to identify their characteristics and the image of the
brand in their minds.
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Part !: esearch Design%
-t is proposed to have a tophase research process.
Phase 1:*ploratory research/ -nitial research to be to completely identify the
folloing/
0ist of characteristics of the users hich influence of the purchase of the
product 1eg. Age. -ncome, occupation, marital status, family size,
education, social class etc.&
0ist of variables"attributes hich build up the consumer perception 1eg.
Masculinity, e*pensiveness, oiliness, stickiness etc.&
0ist of keyords hich are associated ith the hair spray products
&he data collection/research methodsused in e*ploratory phase can be in
depth intervies or focus group intervies ith the company employees,shopkeepers and a fe consumers.
Phase !:2escriptive research/ The second phase is a of mi* #uantitative and
#ualitative, and is proposed to be descriptive research phase here the
structured #uestionnaire is prepared to/
"uantitati'e/ 2etermine user characteristics, Measure the factors of brand
image on appropriate scale and measure the e*posure of various media
channels
"ualitati'e:2etermine association of identified keyords ith the product
Data collection methodshould include survey from consumers at drugstores
and by making personal calls across various metropolitan areas. The
respondents ill be asked to determine their demographics, to rate the variables
of brand image as per their perceptions as ell as the importance they attach to
each of these variables and the rate the level of e*posure of the media channel
on an appropriate scale. The final scores hich are calculated can be used for
data analysis. They
Part (: Sampling Design%
)or *+plorator# Phase
Target population/ 'ompany employees, shopkeepers and a local hairspray
consumers
3ampling frameork
3ampling method/ +onprobability method 14udgement 3ampling&
(
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3ample 3ize/ 3mall sample
)or Descripti'e Phase
Target population/ 5sers of +orell hairspray 1%66 each& or competitor product
1%66 each&, across %6%7 metropolitan areas
3ampling )rameork/ 2atabase of users obtained from drugstores across the
cities
3ampling method/ 'luster sampling
3ample 3ize/ 0arge sample
Part ,: Data nal#sis%
$hen the conceptual frameork is ready folloing the e*ploratory phase of research
and the construct of service #uality is ready ith all identifiable variables, the folloing
hypothesis can be formulated as per the research 8uestions, hich can be further
tested through data collected via descriptive phase of the research.
Hypothesis for brand image
Ha%/ +orell hair spray has a positive brand image
H6/ 9 : ;
Ha%/ 9 < ;
Ha(/ +orell hair spray has a better perception than competitor products
H6/ 2 = 6
Ha%/ 2 : 6
$here is the mean difference in the rating of +orell hair spray ith other competitor
products
;
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Ha;/ There e*ists an e#ual e*posure of various media channels
H6/ 9%= 9(= 9;
Ha%/ 9%>=9( >= 9;
5se Anova test to determine hich media channel has ma*imum influence
Part .: esults and $indings%
The results of hypotheses tested can be inferred and used as the basis of
recommendation to Mr. Robson.
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