Please complete all the answer.

Case:Northside Chiropractic Services

Questions

1. Are the study objectives and methodology appropriate for managements infor-mation needs given in the case? Discuss.

2. Evaluate the questionnaire in relation to the research objectives. Are the appropri-ate topics covered? Is the sequence of questions logical? Is the structure of the indi-vidual questions appropriate for the needed data?

Jill Anderson, Administrator of Northside Chiropractic Services, was becoming in- creasingly concerned about the lack of response to the clinic's promotional expendi- tures. Significant increases in expenditures over the last two years had resulted in very few new patients. She felt that there might factors involved in the patient deci- sion-making process that she had not evaluated. She was interested in determining if there were negative attitudes among the general public toward chiropractors and the services they provide. Northside Chiropractic Services is located in a Southern city with a population base of about 150,000. The city is considered by many to be a regional medical cen- ter based on the large number of medical services available. The clinic was estab- lished by a husband/wife chiropractic team about 25 years ago and is located along a major street in the city. Expansion of the clinic has included remodeling of the pre- sent location and adding two new chiropractors and a massage therapist. About 90 percent of the current clients came to the clinic on the basis of referrals from other clients, while the remainder came as walk-ins based on a yellow-page ad or other advertising media. A variety of promotional tools have been utilized over the past two years in- cluding team/event sponsorships, television and radio spots, a yellow-page ad, and a billboard ad. Each new client is asked how he or she found out about Northside, and most report that they were referred to the clinic by a relative or friend who is a cur- rent or past client of Northside. To help evaluate the lack of response to the promotional campaign, a local consulting firm was asked to submit a research proposal to Northside, and that pro- posal was accepted. Excerpts from the proposal and the questionnaire used in the study are shown in the following paragraphs. Research Proposal Consumers will be surveyed to determine the following: 1) prior knowledge of chiro- practors and their services, 2) whether the consumer has ever visited a chiropractor or used chiropractic services, 3) attitudes toward chiropractors and their services, and 4) the demographic profile of respondents. The main purpose of this study will be to determine the market acceptability of chiropractors and their services. The study will also evaluate price perceptions, chiropractic use, and reasons for patient visits. Finally, this research project will de velop and evaluate demographic profiles of consumers. Strategic implications of the results will be presented to guide Northside in promotional planning. Research Objectives To guide the research, the following objectives were developed: 1. Determine perceptions of chiropractors relative to other health care providers. II. To evaluate the use of chiropractic services. III. To evaluate satisfaction with chiropractic services including fees charged. IV. To evaluate differences in perceptions based on socio-economic characteristics of respondents. Methodology To accomplish these objectives, a probability sample of 120 will be drawn from the local telephone directory using a cluster sample design. The directory is only three months old and should include most of the area residents who have listed numbers. A structured questionnaire will be designed and administered by telephone. The questionnaire will be pre-tested and administered by our staff of trained inter- viewers. The resulting data will be processed using the SPSS statistical analysis soft- ware. The analyses will include percentages, mean scores, and chi-square analysis. Other statistical techniques will be used as deemed necessary to accomplish the pro- ject objectives. Report The final bound report along with an oral presentation of findings will be ready by September 1. Three copies of the bound report will be furnished to Northside. Additional copies will be available upon request. The report will include a detailed executive summary, findings, tables, and charts. The findings section of the report will use a question-by-question format to provide a more thorough analysis of the data. Interviewer Person interviewed Telephone number Date Northside Chiropractic Survey Hi! My name is...... I work for ABC Consulting and we are doing a survey of area residents. Would you take a few moments and answer some questions for me? Your answers will be held in strict confidence and combined with the answers of other respondents. (If the an- swer is yes, begin the survey with question one.) 1. Are you or anyone else living in your home presently employed by a health care provider such as a hospital, doctor, or a chiropractor? Yes (if yes, thank and terminate) NO 2. How long have you lived in this area? Less than a year 11 - 15 years 1-5 years 16-20 years 6-10 years more than 20 years 3. Do you have a family doctor? Yes __no 4. How often do you go to the doctor's office? Once a month Once every 6 months Once every 3 months - Once a year __Other 5. Have any of your family members been to a chiropractor? no don't know Yes 6. Do you think your doctor would ever refer you to a chiropractor for care? Yes _don't know (if no, why) no 7. Do you consider chiropractors to be a part of the medical profession? Yes no 8. Do you have health insurance? Yes no 9. Does your insurance cover chiropractic care? _don't know Yes no 10. Would you expect chiropractic services to cost: (read choices) About the same as a doctor Less than a doctor More than a doctor 11. Have you ever been to a chiropractor? Yes -no (If the answer is no, skip to question 19) 12. What was your reason for going to a chiropractor? (mark all that apply) back pain-arm pain _headaches_leg pain other 13. What type of treatment did or do you receive? (read choices/ mark all that apply) Adjustment Therapy Massage 14. How often did you or do you use chiropractic services? (read choices) once a month once every 6 months twice a month once a year once every 3 months other 15. On a scale of 1 to 5 with 1 being extremely dissatisfied and 5 being extremely satisfied, how would you rate the following: Friendliness of the staff 1 2 3 4 5 Cleanliness of the office 1 2 3 4 5 Atmosphere of the office 1 2 3 4 5 Promptness of service 1 2 3 4 5 Quality of care 1 2 3 4 5 Professionalism of the doctor 1 2 3 4 5 Reasonableness of fees charged 1 2 3 4 5 16. Would you recommend chiropractic care to your friend and family? Yes no (if no, why) 17. How did you find out about the chiropractor you used? (read) referral by a friend advertisements referral by a doctor word of mouth other Now we would like to have some information about you. 18. Which of the following categories contains your age? (read) 18-25 - 45-54 26-34 -55-64 35-44 65 and over 19. What is you current family status? (read) single married with children at home married with no children at home) divorced with children at home divorced (with no children at home) widowed with children at home widowed with no children at home) 20. Sex: (Don't ask unless absolutely necessary) _male_female 21. What is the highest level of education you have completed? (read) completed middle school __completed college completed high school completed advanced degree 22. What is your occupation? (read) homemaker skilled student professional laborer retired 23. Which of the following categories contains your family's annual income (read) less than $10,000 $10,001 - $30,000 $30,001 - $50,000 $50,001 - $70,000 $70,001 - $90,000 $90,001 - $100,000 over $100,000