Marketing Research/Market Segmentation

Module 3 – Marketing Research/Market Segmentation Question 1

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A hospital marketing director has several research projects to undertake this quarter. He must try to determine the appropriate sampling methodology in light of each problem. Provide your recommendation on each issue:

(a) The hospital urology department wants to establish a sexual dysfunction clinic. The department head wants to get an estimate of the number of males aged 35 to 60 in the community suffering some form of sexual dysfunction.

(b) A primary care medical group is trying to determine whether patients are being greeted and serviced appropriately by the billing and admitting departments.

(c) An MCO is trying to determine what concerns physicians have in agreeing to become part of its panel of doctors who will treat the managed care plan’s subscribers.