MMHA6800 Business Communications for Healthcare Administrators
MMHA6800 Business, Communications, Healthcare, Administrators
Many health care organizations use surveys to collect data for conducting marketing research. To be effective, however, surveys must be carefully designed and properly validated and administered.
If consumers do not understand the survey questions or why they need to answer them, the resulting data will not help organizations in their marketing efforts. For this Assignment, you use best practices of survey design to create a patient satisfaction survey.
Consider that you work in the health care marketing department of a major health care organization. The chief marketing officer of the organization has asked you to conduct market research on patient service satisfaction. You have been instructed to create and administer a patient satisfaction survey.
With this in mind, consider types of questions you might ask patients, how you might administer the survey, and challenges that may occur during data collection.
Using best practices of survey design, create a 15-question patient satisfaction survey.
Note: The survey questions must be closed ended.
Then, write 1–2 pages that address the following:
Why did you write the particular questions that you wrote?
How do you plan to administer the survey?
What challenges do you anticipate during data collection and reporting?
Thomas, R. K. (2020). Marketing health services (4th ed.). Health Administration Press.
Chapter 15, “Marketing Research” (pp. 473–502)
Chapter 17, “Marketing Data” (pp. 521–544)
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