Location: Northeast Ohio ( a midsized city) Brand Image: Increased urgency to advance Akron Children’s Hospital to marketing efforts
The fierce competition by all hospitals to gain families w/children market share.
Focus group will discuss their experiences while at the hospital qualitative only Past patients focus group, to a survey about brand awareness & positioning options qualitative and quantitative Survey on positioning options then focus group to discuss positioning quantitative then qualitative No survey is a risk, they could pick the wrong positioning
Here is where we recommend which one they should pick and back it up with rational. I would say B (it reminds me of the Harvard case), because the marketing research team can have a focus group in order to narrow down what they should have on their survey, and then have the survey which quantifies (proves) which positioning is best for the target market.