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MARKETING RESEARCH FOR A NEW MATERNITY CARE PRODUCT LINE NORTON CHILDRENS HOSPITAL

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Along this line, a marketing research is required to produce the needed information. (Please see Appendix B.)
As far as identifying the problem, there is actually none. This is being stated because the hospital has the capabilities to introduce and establish the proposed maternity care unit. It is only as to how extensive the new product line should be to capitalize on the local market, which indeed appears to be a captured market, and to therefore maximize the earnings of the hospital.
The concern of the top hospital men is therefore more on the leverage of answers rather than of a problem. There are no problems. Instead, there are answers that must be sought in making the final decision on whether or not to push the project.
The aims of the research is (1) to obtain as much information on the reaction of the local market to the idea of establishing a full-service maternity care department or division in the children’s hospital, and (2) to document all these information and data to become the basis of management on whether or not to so push through with the introduction and establishment of the new product line.
The research design uses statistical data gathering with 270 responde…
Aims of the Research
The aims of the research is (1) to obtain as much information on the reaction of the local market to the idea of establishing a full-service maternity care department or division in the children’s hospital, and (2) to document all these information and data to become the basis of management on whether or not to so push through with the introduction and establishment of the new product line.
Research Design and Procedures
The research design uses statistical data gathering with 270 respondents in the local community. The demographical spreads are divided into age, gender, marital status, education and income. Upon the other hand, the questions regarding preference have been anchored on the reputation of the hospital, quality of care, distance from home, advice from doctor, advice from friends, advertisements, friendliness of the staff, maternity facilities, nursery facilities and maternity insurance. In the end, the results will be quantified as to maximum, minimum, median and mean.
The survey taking is to be done directly on a person-to-person basis for each respondent as this is the most effective approach. In sum, statistics will be the prime source of information and data that will serve as the main tool in the decision making process as envisioned by the management of the hospital.2
Results of the Samples
1. Overall demographics
Among the respondents, the most come from females, married, aged 26 to 40, have obtained some college education, and with income range from 70,000 to 99,000, while the least come from males, never married, aged 41 to 55, high school graduates, and those with income less than 20,000. (Please refer to Appendix E.)
2. Interest in the Idea of a Children’s Hospital
For those