Consider that you work in the healthcare marketing department of a major healthcare organization. The organization’s chief marketing

Consider that you work in the healthcare marketing department of a major healthcare organization. The organization’s chief marketing

Learning Goal: I’m working on a marketing question and need guidance to help me learn.

ASSIGNMENT #2: SURVEY DESIGN

Many healthcare organizations use surveys to collect data for conducting marketing research. To be effective, surveys must be carefully designed, adequately validated, and administered. If consumers do not understand the survey questions or why they need to answer them, the resulting data will not help organizations in their marketing efforts. For this assignment, you use the best survey design practices to create a patient satisfaction survey.

To prepare:
Consider that you work in the healthcare marketing department of a major healthcare organization. The organization’s chief marketing officer has asked you to conduct market research on patient service satisfaction. You have been instructed to create and administer a patient satisfaction survey. With this in mind, consider the questions you might ask patients, how you administer the survey, and the challenges during data collection.

The Assignment:
Part I:
Using best practices of survey design, create a 15-question patient satisfaction survey.
Note: The survey questions must be closed-ended.
Part II:
Then, write 1–2 pages that address the following:

• Why did you write the particular questions that you wrote?
• How do you plan to administer the survey?
• What challenges do you anticipate during data collection and reporting?

Answer preview for Consider that you work in the healthcare marketing department of a major healthcare organization. The organization’s chief marketing

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