What is the management-research question hierarchy for Akron Children\'s Hospita

Question

What is the management-research question hierarchy for Akron Children's Hospital?

What are the advantages/disadvantages of an observation study for this research?

What does the brand promise recommendation reveal about what researchers experienced and concluded from their study?

If you were designing such an observation study, what would you direct researchers to recording/look for/listen for?

What ethical issue would surface in hospital studies in general and this study in particular?

part B

1.

Explanation / Answer

What is management-research question hierarchy for Akron Children’s Hospital?

The first step is determining what symptoms cause management concern, thus defining management’s dilemma. The hospital is concerned with increasing bed-occupancy and competing with nearby hospitals which are ranked within the top five in the industry. The second step is determining how management can fully capitalize on an opportunity. Management question is how to gain new consumers. The research question, step three asks what courses of actions are available to management to correct the problem at hand. The communication strategy asks how to distinguish itself and convey its commitment to children and to the highest quality and most medically advanced care. Step four, the investigative process, determines what management needs to know to choose the best alternative. The two questions the hospital was concerned with are: how parents arrive at deciding where to take their children, and how to expand to surrounding counties. Step five measurement process conducted surveys determining the hospital’s medical capabilities and care they perceived as high-quality. The last step management decision determines what the recommended course of action should be based on the research findings. In this case, the analysis shows there to be a compelling brand promise.

What are the advantages/disadvantages of an observation study for this research?

Through an observation study researchers were able to listen to, watch, and record first-hand physical and emotional reactions and heart-wrenching conversations. The disadvantage are the characteristics and background of the people whom are being studied this is an emotional time for them.

What does the brand promise recommendation reveal about what researchers experiences and concluded from their study?

Initial research revealed that despite the fact that the medical capabilities and care were perceived as high-quality, consumer’s decisions in hospital selection was more often driven by emotion. During the observation study it was noted how the doctors talked to the children about their health problems in a language in which kids could understand. Parents were encouraged to remain at the hospital with their children based on the belief that it helps children with the healing process. Everything at the hospital centered on kids being kids form the staff, to the facility, to the food. The observation revealed a softer side to the hospital one that they could use to connect with consumers on an emotional level.

If you were designing such an observation study, what would you direct researchers to record/look for/listen for?

Along with observing the interactions of patients and parents with physicians, nurses and other staff members I would put together some pretested questions.

What ethical issues would surface in hospital studies in general and in this study in particular?

Violating patient privacy can be an issue if prior permission is not obtained. Patients and parents should be debriefed.

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