Market Research for Hospital

Health seeking behavior of urban population Primary research objective What factors primarily influence the urban population while choosing a hospital for planned admission? Secondary Research Objective 1. Find factors which influence an urban patient choice of hospital.

2. To understand whether any socio-cultural factors influence their decision. 3. To study the impact of awareness on decision. 4. Which are the strongest factors that attract patients towards a hospital? 5. To study the impact of general practitioner’s recommendation for any hospital. 6.

To suggest decision making criteria for a better choice of a hospital to the new urban population or a first time hospital seeker. Hypothesis 1. There is no significant relationship between proximity and the choice of hospital. 2. There is no significant relationship between the seriousness of a disease and the hospital choice made. 3. There is no significant relationship between the social status and the hospital care opted for. 4. There is no significant relationship between experience and the type of hospital selected. 5. There is no significant relationship between monthly salary and the type of hospital.

6. There is no significant relationship between insurance cover and the hospital . 7. There is no significant relationship between educational qualification and the choice of hospital. 8. There is no significant relationship between staff of care and the choice of hospital.

9. There is no significant relationship between a doctor attached and the choice of hospital. 10. There is no significant relationship between the brand value and the choice of hospital opted for. Purpose: The study would be done t find out the factors primarily influence the urban population while choosing a hospital for planned admission.

This would give an idea regarding the thought process of the urban patients which is a myriad mix of educational qualifications, social and cultural backgrounds. Procedure: After determining the sample population I took the permission of various hospitals selected as study sites.

The patients in the general words and ICU planned admissions were selected for this survey. Their privacy and confidentiality concerns were taken care of. A questionnaire was given to them and asked to fill it up in about 1 hour for each patient. After collecting the raw data sheets all information was codified into the excel sheet.

From there codod data was used for statistical analysis and interpretation through the statistical software called as Minitab. After analysis and interpretation, final report was made including all results of the study, recommendations suggestions and conclusion. Scope I was engaged in research for a period of 4 weeks, i. e. to collect data and analyze it.

The period ranges from 22nd December 2012 to 19th January 2013. For data collection questionnaire was carefully planned. The places of field study were different hospitals in Pune area including both government as-well-as private hospitals.

Methodology: The study methodology will involve use of extensive primary data through questionnaires. The data was obtained from different patients in various hospitals of Pune. Include both Government as well as non government hospitals, The sample consists of 150 respondents from the hospitals. Multiple choice close ended questions will be used to elicit responses. For factor analysis, Likert scale was adopted on a 5-point interval scale, ranging from strongly agree to strongly disagree. The personal demographic data was also collected from the respondents. Limitations:

1. The study was limited by a small convenience sample size. 2. Another limitation is the patients are more worried about their present illness rather than paying attention to the said survey. 3. Due to time constraints the entire study was conducted in a very short period of time. 4. The results were based on observations over the study period, which may vary over different period of time. Research Design: 1. A cross sectional , descriptive, noon-experiment research design was used in this study, 2. This design was chosen because randomization of groups was not possible.

People who returned a self-report survey comprised the convenience sample. The design is non experimental because no new changes were introduced and it was cross sectional across all units at the same point in time. Study population The population where study was conducted included patients admitted in different hospitals or general hospitals and nursing homes and it included both staff nurses as well as head nurses. Study site: The site where study was conducted included nurses working in different hospitals under Mumbai Municipal Corporation namely: 1.

KEM hospital Parle. 2. Sanchaiti Hospital 24 beded multispecialty hospital. 3. J. J. Hospital. 4. Shashwat Hospital Pune 5. Krishna Hospital 6. KEM hospital Pune. Study Duration: 22nd December 2012 to 19th January 2013. Sampling: Patients for this study (N=150) Inclusion criteria consisted of patients who are: 1. Patients admitted in general wards of various hospitals. 2. Patients/Relatives of patients admitted to I. C. U of various hospitals. 3. People who were about to be discharged from the hospitals. 4. Patients who have availed a cashless medical facility.

5. Patients who are going to reimburse their hospital bills after discharge. Exclusion criteria consisted of: 1. Patients not willing at all to participate in the survey. 2. Employed at the hospital and admitted in the hospital. Data collection: 1. Primary data was collected using a questionnaire. 2. While constructing the questionnaire, importance will be given to preliminary considerations, question content, question wording, response format, question sequence and the physical characteristics of the questionnaire. Measurement techniques: 1.

Respondent preferences would be measured using Direct Response Attitude Scales like Likert Scale, Semantic Differential Scale, Semantic Scale, Constant Sum and Rank Order Scale. 2. Questionnaire biasing will be avoided. 3. As far as possible, sensitive and embarrassing information would not be solicited. Questionnaire Design and Justification: 1. Name of the patient ……………………………………… 2. Name of the hospital………………………………………….. 3. Type of ward……………………………………………… Demographics: Part A- General information: Tick the appropriate option. 1. GenderMaleFemale 2. Marital StatusSingleMarried.

Less than 25 years| | 26-50 years| | More than 50 years| | 3. Age 4. Educational Qualification: Tick the appropriate option. Primary Education 4th grade| | Secondary School Education| | Higher Secondary School| | Graduate Level| | Post Graduate Level and Ph. D. | | 5. How many times you have been admitted to a hospital: Tick the appropriate option. Never OnceTwiceMany times 6.

Monthly Salary: Tick the appropriate box Less than Rs 10,000 per month| | 10,001-20,000 per month| | 20,001-30,000 per month| | More than Rs 30,000| | Part-B Hospital Choice decision makers:

What are the strengths of the factors that influenced your decision of getting admitted to this hospital? To answer Sr. no. | Particulars| Strongly Agree| Agree| Undecided| Disagree| Strongly Disagree| 7. | Proximity to your home| | | | | | 8. | It is suitable to the seriousness of your present condition| | | | | | 9. | This hospital suits your social status. | | | | | | 10. | I was experienced about this hospital treatment earlier| | | | | | 11. | The doctor influenced my decision. | | | | | | 12. | Staff care given is excellent| | | | | | 13. | The hospital is known brand| | | | | |

14. | Best doctor is attached to this hospital for the treatment you seek| | | | | | 15. | This hospital suits my financial status| | | | | | 16. | This hospital was listed for cashless admission in my medical insurance document. | | | | | | Part- C Guidelines for decision making: Do you think? Particulars| Yes| No|

17. The process of admission was fast and without hassle. | | | 18. You were cured earlier than you expected. | | | 19. No extra investigation was done on you unnecessarily. | | | 20. The billing process was fast and accurate. | | | Data Analysis: Method of analysis:

To analyze the information obtained by means of questionnaires, data reduction and estimation techniques will be applied. 1. Field controls: To minimize the errors during actual collection of data and to ensure the sampling, data collection and measurement tasks are carried out as specified in the sampling plan.

2. Editing – After interviewing each element of the population, data entry operation will be performed in order to ensure that the data is presentable, readable and complete analysis. 3. Coding – Coding will be done for the various variables so as to analyze them through MINITAB 4.

Tabulation and frequency distribution and statistical analysis- Cross tabulations using excel and Minitab was prepared so as to analyze the data obtained from the respondents. Analytical Techniques: 1. Data will be pruned to clear redundancies and/or no response errors. 2. Qualitative data will be converted into numbers based on some criteria and stored in excel sheet(s).

3. The data will then be fed in to MINITAB for analysis. Some of the analyses that can be performed are: 1. Chi-Square Test: To find out if there is a relation between various attributes based upon some respondent characteristics.

2. ANNOVA To understand the differences between the various groups that may emerge like patients admitted to private and government hospitals. 3. Factor analysis: To understand the underlying significant factors that led the patients to make hospital choice decision. Ethical Consideration:

The study subjects were explained the purpose of the study and assured privacy and confidentiality of the information provided by them. * 1. 000 = “Strongly Agree” * 2. 000 = “Agree” * 3. 000 = “Undecided” * 4. 000 = “Disagree” * 5. 000 = “Strongly Disagree”.

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