Market Research for Hospital

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SYMBIOSIS INSTITUTE OF HEALTH SCIENCES (SIHS)
A Constituent of Symbiosis International University
Master of Business Administration – Hospital & Healthcare Management (MBA-HHM) 2012-2014

Subject: Research Methodology & Applied Statistics – II Assignment Topic: Health Industry Related Research Study
Submitted to: Mr.Girish Pathak
Submitted By: Rahul D. Patil (PRN-12)
Submitted on: 20/01/2013

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...
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