1. The University of Chicago Hospitals recently ran an advertisement in The Chic
ID: 450065 • Letter: 1
Question
1. The University of Chicago Hospitals recently ran an advertisement in The Chicago Tribune showing an intensive care nurse employed at the hospital saying, "personally, I'd be concerned if my health insurance plan didn't offer the University of Chicago Hospitals." Explain the channel control strategy being used with this advertisement and the logic of the approach.
2. The following list presents the alternative samples obtained by a health care marketing research firm for its clients. Describe the type of sample each represents. What kind of sampling method is being used
a. Ten people sitting in the waiting room are asked to describe the ambiance of the facility and the attitude of the receptionist.
b. The medical school samples alumni regarding an evaluation of their education. Respondents are selected in an amount equal to the same population of specialties from the graduating class.
c. The walk-in clinic calls every 15th patient who visited the clinic on Wednesday to assess whether the patient was greeted by the receptionist and given a handbook regarding the scope of services and an explanation as to how the clinic operated.
3. A nursing home has decided to conduct a short survey to assess whether the family members who are responsible for an elderly resident are satisfied with the care being given.
Explanation / Answer
Answer of question no. 2 -
a. Ten people sitting in the waiting room are asked to describe the ambiance of the facility and the attitude of the receptionist.
This is a Participant Observation, an non- probability sampling comes in Convenience sampling, the sample is selected because they are convenient. This non-probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.
b. The medical school samples alumni regarding an evaluation of their education. Respondents are selected in an amount equal to the same population of specialties from the graduating class.
This is a Focus Groups sampling method is used purposive sample which is non-portability approach where units are selected as form of expert judgment
c. The walk-in clinic calls every 15th patient who visited the clinic on Wednesday to assess whether the patient was greeted by the receptionist and given a handbook regarding the scope of services and an explanation as to how the clinic operated.
Method used is Personal Interviews for Systematic sampling which is a type of probability sampling. It is also called an nth name selection technique. After the required sample size has been calculated, every nth record is selected from a list of population members.
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