Business Research Methods 14 Schindler 1 Cases Northeastern

Business Research Methods 14eschindler1casesnortheastern Ohio Is A

Business Research Methods, 14e/Schindler 1 >cases Northeastern Ohio is a highly competitive health-care market, especially for the care of seriously ill children. With powerhouse health care institutions like the Cleveland Clinic venturing into the children’s care segment, Akron Children’s needed a way to differentiate itself. The research profiled in this case helped develop the positioning of Akron Children’s hospital and its promotional approach that resulted in an increase in its bed-occupancy rate, a key metric in the health care industry.

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In a highly competitive healthcare market like Northeastern Ohio, Akron Children’s Hospital faced the challenge of distinguishing itself from formidable competitors such as the Cleveland Clinic and Rainbow Babies & Children’s Hospital. To effectively position itself and attract more patients, Akron Children’s employed a strategic research approach focused on understanding the decision-making processes of parents when selecting a hospital for their children’s acute care.

The management-research question hierarchy for Akron Children’s Hospital revolved around understanding how parents perceive hospital quality, what emotional factors influence their decision-making, and how the hospital can leverage its unique qualities to enhance its brand image. This hierarchical structure guided the research process from broad questions about parental choices to more specific inquiries about perceptions and emotional associations tied to the hospital’s offerings.

The research employed a mixed-methods approach, combining quantitative surveys with qualitative observational studies. One of the advantages of observation studies in this context was the ability to capture non-verbal cues, emotional reactions, and natural interactions within the hospital environment. These insights are invaluable in understanding the emotional drivers behind hospital choice, which survey data alone might not reveal. However, disadvantages include potential observer bias, the resource-intensive nature of shadowing staff, children, and parents, and ethical considerations such as privacy and consent.

The observational research revealed that parents valued not just the medical capabilities but also the atmosphere, staff behavior, and child-centric philosophy of the hospital. Researchers observed how staff communicated in age-appropriate language, how the hospital environment was designed to comfort children, and how staff encouraged parental presence and involvement—elements that created a sense of trust and emotional safety. These firsthand insights contributed to the formulation of a compelling brand promise emphasizing Akron Children’s dedication to caring for children as unique individuals and creating a nurturing, supportive environment.

If designing such an observational study, researchers should record behaviors and verbal interactions that highlight trust-building, child comfort measures, and parental involvement strategies. Listening for language that resonates emotionally, noting environmental details that promote safety and comfort, and observing staff tone and body language are critical. Additionally, capturing responses to stressful situations, such as surgeries or emergencies, can provide deeper insights into the hospital’s emotional impact on families.

Ethical issues in hospital-based observational studies include maintaining patient confidentiality, ensuring informed consent (especially when children are involved), and avoiding interference with care procedures. Researchers must obtain permission from hospital administration and, in many cases, from parents or guardians, ensuring that participation does not disrupt the normal environment or cause distress. In this study, respecting the emotional sensitivities of children and their families, and safeguarding privacy, were essential ethical considerations.

Overall, the research findings led Akron Children’s to craft a brand promise centered around a child-friendly, emotionally supportive care environment. This unique positioning aimed to appeal to parents’ emotional decision drivers, differentiating Akron Children’s in a crowded market and ultimately increasing bed occupancy rates by fostering trust and emotional connection.

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