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Marketing Research Proposal in Norton Hospital

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You've identified a problem and a number of research methods to study it. Assume you work for a research company and you are putting together a Marketing Research Proposal. It's important that you justify the decisions you are making in selecting a research design, sample, data collection method and analytical plan. You are encouraged to have a multimethod study using more than one research design. Make sure that you provide sufficient detail on each design you are proposing.

Here's an outline you can use to organize your proposal and the sections you need to include. Include any other sections you feel are necessary. Format your business document using headings and subheadings where needed.

Title page and table of contents
Introduction: The purpose and the parties involved
Background of the situation
Statement of the Management's Problem or Decision
Research Problem and Objectives
Recommended Methodology
Qualitative Method 1
Method to be used (e.g. focus groups, IDIs, etc.)
How many? Locations? Timing? Other logistics.
Implementation process
Topics to be addressed
How it will be analyzed, and the deliverables provided
Qualitative Method 2 (if any, should cover the same content as above)
Quantitative Method 1
Research Design (exploratory, descriptive or causal and why you've selected it)
Data Collection Method (include the type of questionnaire, how it's delivered, types of questions, general content covered and how it will address the research problem and objectives.
Sample Plan (include type of sample, sampling frame, unit, size)
Data processing (brief summary)
Statistical Analytical Plan Recommended (pay attention to sequencing)
Quantitative Method 2 (if any, should cover same content as above)
Deliverables: What will you provide to the client? (For example, periodic updates, full written report, oral presentation, etc.)
Conclusion: A brief summary of how your plan will provide management with the information they need to make an informed decision.
APPENDIX: There are often supporting documents and materials which provide more detail and can be placed here. These might include relevant secondary research, questionnaires used, screening questionnaires for focus groups, sample crosstabs or banners, etc.

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Solution Summary

Marketing research proposal in Norton Hospital is discussed in a structured manner in this response. The related references are also provided

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I plan to study at the Emergency Department of Norton Hospital in Louisville. The client, Norton Healthcare will benefit from the study because it will get information from the study about the cycle time at the emergency department, including evaluation and tracking of processes in the emergency department. The Norton Healthcare in Louisville has five Louisville hospitals with 1,837 licensed beds. The study will be carried out at Norton Audubon Hospital. The study will also benefit Norton Healthcare because it will help address problems related to its emergency department and increase its efficiency. Specifically, my study will help reduce emergency department waiting times, reduce or eliminate exit blocks, and address the problems of frequent presenters.
Norton Healthcare will benefit from the study because it will reveal the causes of high emergency department waiting times. Long emergency department waiting times hurt patient mortality, and morbidity among those who survive. The study will provide insight into how the emergency department waiting time at Norton Hospitals can be reduced to a low level or even zero. The study will help Norton's emergency department diagnose correctly, provide the right medicine, and make fast decisions about the patient. Also, my study will help Norton better organize their emergency department so that the assessment and prioritization of cases is fact and the emergency department staff can keep track of what they are doing. The recommendations provided by my study will help Norton physicians in the emergency department remain focused, calm, and have better control of the situation at hand when treating patients in critical conditions. My study will help change processes so that ED doctors can handle a variety of patients, make the right decisions, and attend to patients in the best possible way. My study will help ED staff at Norton better change their mindset when handling patients with very different types of conditions. My study will help improve team processes in the ED among doctors, physician assistants, and nurses. Also, as the emergency department has a variety of patients, the sick, the discharges, new patients, and admissions it is necessary to prioritize which patients to see first and avoid unnecessary movement between patients. Also, if the prioritization among patients improves, there will be a smooth flow, the sick patients will be taken care of, and all the other patients will receive the right level of attention and care. My study will also improve the use of human resources in the emergency department, improve the preciseness of judgment, and increase the thoroughness with which patients are processed. My study will also focus on the leadership provided by the doctors in the emergency department. My observations will reveal the organizing ability of each emergency department doctor, his ability to initiate action concerning conditions of patients, and coordinating with nurses and other staff members in the emergency department. The ability to direct, and motivate every team member in the emergency room will be studied and best practices established.
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Norton Audubon Hospital - Home | Facebook facebook.com
Participants:
I will study the patients, the emergency staff, the nurses, and the doctors at the Norton Audubon Hospital for one week
BACKGROUND OF THE SITUATION
Norton Hospital has 4% of patients who leave the emergency room without being seen by a physician, the US average is 2% and the Kentucky average is also 2%. At Norton, the average time patients spent in the emergency room before being admitted to the hospital is 5 hours 35 minutes, the average time patients spent additionally before being taken to their room is 2 hours 19 minutes, and the percent of patients with stroke symptoms who did not receive brain scan results within 45 minutes is 59%. The national average, in this case, is 27%. This data is provided by the Emergency Room inspector based on 2019 data. These figures should be considered in the context of Norton Hospital positioning itself as a hospital that concentrates on advanced diagnoses and surgical procedures. The Norton Hospital says it is a regional leader in the field of minimally invasive and cancer surgery, offers a full range of stroke interventions, and a center for orthopedic care. In this context, if the CT scan report of emergency patients in the emergency department is not available within 45 minutes the patient outcomes from stroke will be delayed. Similarly, Norton Hospital claims that it is the region's preferred birth-giving facility for high-risk pregnancies, and the largest center for treating spinal injuries. In this context, it is important to increase the efficiency of the emergency department because it is the gateway to the hospital. The Joint Commission has certified Norton as a Primary Stroke Center. From this perspective, Norton needs to reduce the waiting time of patients with a suspected stroke so that the patient outcomes are favorable
STATEMENT OF THE MANAGEMENT'S PROBLEM OR DECISION
Literature gives several reasons for long waiting times in the emergency department. These include a complicated system of triage, a subjective system of diagnoses, and a dated system of boarding. For example, if the system of diagnoses requires first the physician should determine the tests that are to be conducted and then return to the patients after the results are available and make the final diagnoses, it is a time-consuming process. The literature recommends that with preliminary scanning of patients in the emergency waiting line the patients that require tests by the hospital policy should first be tested and should only be seen by a doctor when the results of the tests are available. At Norton, this issue can be addressed only after the diagnosis process is observed during the research. Some other causes of long waiting lines for emergency services are the non-availability of specialists, disasters, and closures of emergency rooms. The emergency department specialists work round the clock in the emergency room but the specialist doctors may not be available round the clock. For example, if a patient requires a diagnosis or treatment by a lung specialist, a ...

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  • MBA, Eastern Institute for Integrated Learning in Management
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