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    Golden Age Hospital (GAH) PROJECT

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    kennedy
    The document discusses conducting market research and segmentation for the proposed Golden Age Hospital project. It involves gathering external data on health conditions and medical institutions for seniors, as well as demographics for the local Mission Viejo area. A target senior market segment in Mission Viejo will then be identified based on this background research. To further understand the needs and preferences of this segment, a survey will be administered to 500 seniors. The survey will ask questions to determine subjects' locations, special needs, desired medical services and physician specialties, and preferences for hospital versus clinic locations. An executive summary of the market research plan will then be provided.

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    Golden Age Hospital (GAH) PROJECT

    Uploaded by

    kennedy
    84 views2 pages
    The document discusses conducting market research and segmentation for the proposed Golden Age Hospital project. It involves gathering external data on health conditions and medical institutions for seniors, as well as demographics for the local Mission Viejo area. A target senior market segment in Mission Viejo will then be identified based on this background research. To further understand the needs and preferences of this segment, a survey will be administered to 500 seniors. The survey will ask questions to determine subjects' locations, special needs, desired medical services and physician specialties, and preferences for hospital versus clinic locations. An executive summary of the market research plan will then be provided.

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    project for Golden Age Hospital

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    The document discusses conducting market research and segmentation for the proposed Golden Age Hospital project. It involves gathering external data on health conditions and medical institutions for seniors, as well as demographics for the local Mission Viejo area. A target senior market segment in Mission Viejo will then be identified based on this background research. To further understand the needs and preferences of this segment, a survey will be administered to 500 seniors. The survey will ask questions to determine subjects' locations, special needs, desired medical services and physician specialties, and preferences for hospital versus clinic locations. An executive summary of the market research plan will then be provided.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    84 views2 pages

    Golden Age Hospital (GAH) PROJECT

    Uploaded by

    kennedy
    The document discusses conducting market research and segmentation for the proposed Golden Age Hospital project. It involves gathering external data on health conditions and medical institutions for seniors, as well as demographics for the local Mission Viejo area. A target senior market segment in Mission Viejo will then be identified based on this background research. To further understand the needs and preferences of this segment, a survey will be administered to 500 seniors. The survey will ask questions to determine subjects' locations, special needs, desired medical services and physician specialties, and preferences for hospital versus clinic locations. An executive summary of the market research plan will then be provided.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 2

    PART 1

    (4 pages) Golden Age Hospital (GAH) PROJECT

    Market Research and Segmentation

    1. The External Environment - Data Gathering


    a. Search the Web and gather relevant general
    information regarding hospitals for seniors and direct
    data pertaining to the external environment of the
    proposed Golden Age Hospital
    b. Common medical conditions of seniors:
    i. Overall health status
    ii. Unique illnesses
    iii. Other
    c. Medical institutions for seniors:
    i. Types of institutions and clinics
    serving seniors (their size per
    population served)
    ii. Types of special services provided for
    seniors and catering to their needs.
    iii. Length-of-stay of seniors at various
    hospitals.
    iv. Other
    d. Local (Mission Viejo area) City demographics:
    i. Can be obtained from but not limited
    to: http://www.city-data.com/
    ii. Input the nine municipalities (one by
    one) in the search box.
    iii. Scroll through the various data sets,
    and glean the relevant information:
    Population, Gender, Age, Household
    income, Race, Other.
    iv. Consolidate all nine city data sets into
    one table, total where appropriate
    2. Based on the data gathered and the general picture you have obtained,
    we will now focus on direct market research and segmentation of
    the senior community in the Mission Viejo area.
    3. In order to do so, you will need to define/address the following points:
    a. Who are your target market subjects?
    b. Where are they located?
    c. What special needs do they require?
    d. What special medical/health services do they wish to
    get?
    e. What type of physician specialization would they like
    to have?
    f. Locations: Do they prefer a single medical center (MC)
    hospital location, or do they prefer a medical center
    (MC) hospital and a community clinic (CC)?
    g. Other.
    4. Survey Questionnaire:
    a. Complete the following proposed survey table –
    column A, that you plan to use in order to obtain the
    preferences and perceptions of the seniors of your target
    segment, assume n=500. (Click the link to access the GAH
    Project tables.)

    PART 2 ( 1 PAGE)

    BASED ON PART 1 WRITE an Executive Summary .

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