Profit Cancer Center

Entering the Indianapolis, Indiana Market



Profit Cancer Center Entering the Indianapolis, Indiana Market

Introduction

As a consultant, we understand the importance of basing a social marketing approach on valid research for effectiveness and for accurate decision-making. Creative and ambitious ideas may be brought forward but without knowing how to steer the program, knowledge of the target market and how to carry out the project it all can fail by reaching going wrong.

For this reason, secondary and primary research is conducted. Secondary research is much more applicable in researching the scope of opening a Profit Cancer Center in Indianapolis and entering the Indiana market successfully by lowering and eliminating risks. The first step is to find information that is most relevant to the marketing project. Secondary data is information that has already been brought together for another purpose such as journals, media, several types of databases and other such sources. A review can provide insight and answer questions of the scope of healthcare centers, social and health problems, previously attempted solutions, target market, media vehicles and potential investors and identifying the competition, which at times also includes when the product is not adopted by the society at all (Kelly, 2005).

Profit Cancer Center wants to become the premier healthcare institute in Indiana and the first choice of its residents. Secondary research would ensure that it predicts the scope it holds once its build there and whether it would function successfully or not.

Discussion

In marketing, some major sources of data include technical as well as formal journals, polls carried out within the nation asking the public their wants and needs, surveys carried out focusing the target market and health, coverage given to the matter in newspaper articles, geographical surveys, database of the governments health department. Further, census facts, trade journal and magazines for the consumers, television programs, research firms that focus on marketing and ad agencies are also sources that are utilized.

Secondary research methods that are going to be used to determine the success rate of this project include Literature review, Government publications, Health and consumer surveys, Focus groups and Marketing Databases. Data sources have to be selected intelligently as the information and sources may not be accurate or always valid. Sometimes the data is outdated or is not valid to the current project, which wastes time and resources (Green, Tull & Albaum, 2001).

Literature Review

One of the essential sources of data on the subject matter is literature which is already available somewhere. For choosing the correct literature, two dimensions should be evaluated of any publication; application to our fundamental topic of study and publication timing. With the aim of ensuring validity of the information to be gathered, only authentic libraries should be used which include public, private and lastly but not the least, the online libraries. Besides physical access to publications, many online resources entailing array of databases will also be utilized for the above-mentioned purpose including Ebsco, Pheonix, Proquest, uptodate and etc.

Research Evidence Inclusion Criteria

For this particular ...