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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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