1.what kind of research will help management? Identify one market research propo

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1.what kind of research will help management? Identify one market research proposal and formulate the main question of the study Kaiser Permanente: Searching for a Better Way to Deliver Healthcare From the window of her office on the 27th floor of Kaiser Permanente's headquarters Christine Paige looked out over a sweeping view of Lake Merritt in the heart of Oakland California. The lake's placid waters stood in stark contrast to the tumultuous healthcare industry building had to contend with every day in her role as Kaiser Permanente's Senior Vice President of Marketing Founded in 1945 by industrialist Henry J. Kaiser and Dr. Sidney Garfield, Kaiser Permanente was originally established to meet the need for affordable healthcare for Kaiser's steetworkers builders. Kaiser Permanente had grown to become one of the nation's largest not-for- fit health plans, with approximately $50 billion in revenue, employing more than 180,000 staff pro other states and the District of Columbia. As the health insurance field grew mor programs. They understood that the organization was viewed by many non-subscribers and 17,000 physicians-and serving more than nine million members in California and eight e competitive, Kaiser Permanente management was organization was not fielding the most compelling marketing as a lower-quality lower-value healthcare option. Specifically, in 2003, 75 percent of non-members would not even consider Kaiser Permanente for their healthcare cover Permanente members were far more satisfied with their care than those in competitive organizations. It became clear that there was a need for a marketing communications effort to reverse the negative perceptions of Kaiser Permanente. The organization's advertising in the 1990s and early 2000s touted its highly qualified, caring physicians; but such claims were very similar to competitor messaging and failed to convey the innovativeness inherent in the Kaiser Permanente healthcare model. Such earlier marketing and advertising also did nothing to counter the periodic negative publicity about Kaiser Permanente's medical services. Although the marketing and advertising from that earlier era did not differentiate the Kaiser Permanente brand, it did help bolster internal morale among selected employees such as Kaiser Permanente physicians who were spotlighted in the ads. Given those challenges and the uncertainties, Paige needed to provide management with her and her team's recommendations about the optimal next moves for marketing Kaiser Permanente. Your goals is to generate a research proposal. The research has to be clearly supporting/ informing the decision that Christine Paige has to make. Tasks: Problem Definition (30 points): 1. What kind of research will help management? Identify one market research problem and formulate the main question of the study 2. Generate research objectives

Explanation / Answer

1. The reserach should be in the area of "The understanding of the factors affecting the customer satisifaction " will help.

The main questions of the study can be:

2. The research objectives are:

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