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MARKETING RESEARCH

Part 1: Case study on « St. Andrews Medical Center”. Answer the 3 questions at the end of the case study.
1- The decision problem of the article « St. Andrews Medical Center” is: Increase the amount of patients treated by St. Andrews Medical Center.

2- The research problem is: Measure the Medical Center’s popularity and effectiveness in treating patients.

3- The research should be focused on individuals and the effectiveness of the center’s marketing department. First of all, most of the patients were referred to the center by other healthcare providers, which means that people don’t go on their own to St. Andrews. The research should focus mainly on the quality of services provided and the popularity of the center. The marketing department should find ways to increase its popularity through advertisements and getting to work with attending physicians. Then, the HR department should look forward to increase the staff members so as the patients could benefit of single follow-up care at any time by a personal doctor who’ll provide a high quality of treatment. After consolidating the effectiveness of the medical center, the research should be focused on customers’ needs. Surveys might be given to patients in attending physicians so as to collect the quality of service they are looking for in order to adapt it to the management of the center. It will increase at the same time the popularity of the medical center.

Part 2: Use an article of your interest. Identify the research question. What kind of managerial implications does the research question have? Identify at least 3.
In the article, “A Qualitative Content Analysis of Cigarette Health Warning Labels in Australia, Canada, the United Kingdom, and the United States” by Rebecca J. Haines-Saah, Kirsten Bell and Simone Dennis, the research question is presented as: How the imageries...

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