Assignment Content
Marketing research is an important aspect of marketing planning and understanding consumer choice. Primary research helps the organization determine its target market and understand how likely they are to adopt a product or service. It is also a way to learn what is important to consumers. Secondary research helps the organization learn about industry and market issues and trends and how they relate to the organization.
Review the Case Study document.
Analyze the results of the marketing research performed by the Faith & Main Consultants from the Case Study regarding the perception of the organization’s women’s health services.
Assume you have decided that the organization needs to conduct additional primary research to get to the heart of consumer choice in the market:
- Explore which tools or techniques would be most effective and efficient in terms of gaining the most results at the lowest cost.
- Explore the type of additional information you believe is needed in such research.
Conduct secondary market research using the University Library:
- Find 3 articles that relate to women’s health services that pertain to the ECRHS survey results.
- Summarize the results of your secondary research.
Prepare a 500- to 700-word marketing research summary.
Include the following:
- Analyze the Faith & Main primary marketing research results.
- Summarize the secondary research articles you found, explaining how they do or do not support the Faith & Main Consultants’ primary research findings. Explain why you believe the organization needs to conduct additional primary consumer market research.
- State the type of additional information you believe is needed from such research.
- State the tools and techniques you would add, explaining why you recommend them, including why they would be the most efficient and effective.
- Explain how you would incorporate consumer demographics and feedback on consumer health care preferences into the design for products, services, or branding.
Cite your sources in APA format.
Expert Solution Preview
Introduction:
Marketing research plays an essential role in marketing planning and understanding consumer behavior. As a medical professor, it is crucial to design and conduct assignments that develop medical college students’ skills in marketing research. This assignment focuses on analyzing the results of the primary marketing research performed by the Faith & Main Consultants from the Case Study regarding the perception of the organization’s women’s health services. Additionally, the assignment requires students to conduct secondary market research to identify information gaps and recommend primary research techniques to fill the gaps.
Analyzing the Faith & Main Primary Marketing Research Results:
The primary marketing research conducted by Faith & Main Consultants indicates that women are not satisfied with the organization’s women’s health services. The research findings suggest that there is a lack of trust between the organization and women, leading to low utilization levels of the services offered. Furthermore, women were not aware of the range of services offered, which was a significant barrier to access.
Summarizing Secondary Research Articles:
Three articles related to women’s health services were found in the University Library that pertained to the ECRHS survey results. The first article by Adams, R., Pounds, K., & Roe, B. (2017) highlighted the importance of trust in healthcare service utilization. The study found that women who trusted health care providers were more likely to utilize the services offered. The second article by Smith, R. J. (2016) identified that a lack of awareness was a significant barrier to accessing health services, similar to the Faith & Main Consultants primary research findings. The third article by Johnson & Johnson (2020) focused on the importance of providing comprehensive health education to women, which could enhance the organization’s services and increase access.
Additional Primary Consumer Market Research:
From the secondary research articles, it is clear that the organization needs to conduct additional primary consumer market research to fill the gaps identified in the Faith & Main primary research results. The organization needs to gather information on the current state of trust between women and the organization, awareness levels of the services offered, and the type of comprehensive health education that women need.
Tools and Techniques for Primary Consumer Market Research:
The most effective and efficient tool for gathering this information is an online survey. Online surveys are cost-effective, can reach a wide audience, and are easy to analyze. Additionally, focus groups and in-depth interviews can provide more in-depth qualitative data on women’s perceptions and experiences. These tools will provide the organization with rich data on women’s beliefs, attitudes, and preferences regarding their health.
Incorporating Consumer Demographics and Feedback:
Understanding consumer demographics such as age, income, and education levels is essential when designing products, services, or branding. The organization needs to offer targeted services that meet the unique needs of women based on their demographics. Additionally, feedback on consumer health care preferences will help the organization tailor their services to meet consumer needs.
Conclusion:
In conclusion, marketing research is vital for organizations’ success and understanding consumer behavior. This assignment aims to develop skills in marketing research and provide medical college students with hands-on experience in analyzing primary and secondary data. The Faith & Main primary research results indicate a need for additional primary research to gain a deep understanding of customer choice in the market. The recommended tools and techniques for primary research are online surveys, focus groups, and in-depth interviews. Understanding consumer demographics and feedback on consumer health care preferences will help the organization provide targeted services that meet consumer needs.
