CASE ANALYSIS in Page: “Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital.” Write a 3 to 5 Page paper (1000 to 1500 words) in APA format. Below is a recommended outline. 1. Cover Page (See APA Sample paper) 2. Introduction a. A thesis statement b. Purpose of paper c. Overview of paper 3. Body a. Discuss the role of qualitative research in gaining a better understanding of how households select a hospital for their children when in need of health care for acute cases? b. Describe possible survey methods that Norton could request if he commissioned a survey in this case? Which survey method would you recommend and why? c. Select which of the plans you suggest Akron Children’s Hospital pursue— plan A, plan B, plan C, or plan D? 4. Conclusion – Summary of main point’s a. Lessons Learned and Recommendations 5. References – List the references you cited in the text of your paper according to APA format. (Note: Do not include references that are not cited in the text of your paper) Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital “I’m not sure we are getting anywhere in this meeting,” Aaron Powell thought to himself as he pushed his chair away from the conference room table and slowly stood up to stretch his legs after an hour had already gone past. Powell, Akron Children’s Hospital’s (ACH; Akron- childrens.org) marketing director, stood to gaze out the conference room windows onto the two ribbons of train tracks that curled near the hospital on the north side of this midsized city in Northeast Ohio. He was thinking about how rival hospitals, such as Akron City Hospital, Akron General Medical Center, and St. Thomas Hospital, had recently hired marketing directors like himself. The urgency to advance Akron Children’s Hospital’s marketing effort was going to intensify in the next year. Powell’s meeting was going into its second hour. In addition to Powell, the meeting’s participants were Mark Norton, the hospital operations officer (Powell’s boss), and Janet Jones from the Cleveland-based Marcus Thomas communications and research agency (marcusthomasllc.com). One staff member from finance was there, along with the soon to be retiring public relations director for the hospital. In the past, both of these staffers would support whatever Norton proposed or liked. It now looked like Powell and Jones were on the other side of a divide about how to approach positioning Akron Children’s Hospital in next year’s advertising campaign. To make matters worse, Powell and Jones appeared to be outnumbered, and the tension in the room was palpable. “Let me read the research problem statement all of us revised in the first hour of our meeting,” Jones said. “Akron Children’s Hospital board wants the hospital to become the preferred hospital in the high-growth areas of the region. Accordingly, we are studying positioning possibilities, so that the board can select the best positioning ...

1. CASE ANALYSIS in Page: “Kid Stuff? Determining the Best
Positioning Strategy for Akron Children’s Hospital.”
Write a 3 to 5 Page paper (1000 to 1500 words) in APA format.
Below is a recommended outline.
1. Cover Page (See APA Sample paper)
2. Introduction
a. A thesis statement
b. Purpose of paper
c. Overview of paper
3. Body a. Discuss the role of qualitative research in gaining a
better understanding of how households select a hospital for
their children when in need of health care for acute cases?
b. Describe possible survey methods that Norton could request
if he commissioned a survey in this case? Which survey method
would you recommend and why?
c. Select which of the plans you suggest Akron Children’s
Hospital pursue— plan A, plan B, plan C, or plan D?
4. Conclusion – Summary of main point’s a. Lessons Learned
and Recommendations
5. References – List the references you cited in the text of your
paper according to APA format.
(Note: Do not include references that are not cited in the text of
your paper)
Kid Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital
“I’m not sure we are getting anywhere in this meeting,” Aaron
Powell thought to himself as he pushed his chair away from the
conference room table and slowly stood up to stretch his legs
after an hour had already gone past. Powell, Akron Children’s

2. Hospital’s (ACH; Akron- childrens.org) marketing director,
stood to gaze out the conference room windows onto the two
ribbons of train tracks that curled near the hospital on the north
side of this midsized city in Northeast Ohio. He was thinking
about how rival hospitals, such as Akron City Hospital, Akron
General Medical Center, and St. Thomas Hospital, had recently
hired marketing directors like himself. The urgency to advance
Akron Children’s Hospital’s marketing effort was going to
intensify in the next year.
Powell’s meeting was going into its second hour. In addition to
Powell, the meeting’s participants were Mark Norton, the
hospital operations officer (Powell’s boss), and Janet Jones
from the Cleveland-based Marcus Thomas communications and
research agency (marcusthomasllc.com). One staff member from
finance was there, along with the soon to be retiring public
relations director for the hospital. In the past, both of these
staffers would support whatever Norton proposed or liked. It
now looked like Powell and Jones were on the other side of a
divide about how to approach positioning Akron Children’s
Hospital in next year’s advertising campaign. To make matters
worse, Powell and Jones appeared to be outnumbered, and the
tension in the room was palpable.
“Let me read the research problem statement all of us revised in
the first hour of our meeting,” Jones said. “Akron Children’s
Hospital board wants the hospital to become the preferred
hospital in the high-growth areas of the region. Accordingly, we
are studying positioning possibilities, so that the board can
select the best positioning for next year’s communications
campaign intended to boost the number of patient cases 10
percent in the following year.”
“That’s it. That’s what we want,” Norton said. “But I don’t
think we have to pursue a research project with a survey that
just may lead us to reinvent the wheel—and for $60,000, too.”
“What wheel is that?” Powell asked, turning away from the
window to face Norton.
“Aaron, you know as well as I do that this hospital is all about

3. children. It’s even in our name,” Norton said. “Emphasize the
kids. Whatever we do in the media should feature the kids. Just
do some focus groups that will allow Marcus Thomas to get
some ideas for their advertising about kids and our hospital.
That should only cost about $20,000. But honestly, I am not
sure we even need that.”
“Mark, remember that McDonald’s tends to emphasize kids, too,
but adults are featured in their advertising most of the time,”
Powell said. “Marcus Thomas needs to cover the entire range of
issues families consider when choosing a hospital for their kid.
If we miss something important, one of the other hospitals in
Akron might claim they are the better hospital when it comes to
this.”
“Aaron is making a good point,” Jones said. “Right now, we
don’t know which positioning would help Akron Children’s the
most.”
“So describe which paths we can pursue now,” Norton said.
“Plan A—do focus groups only, as you suggested,” Jones said.
“Plan B—do focus groups with a follow-on survey.
Plan C—do a survey with follow-on focus groups.
And plan D—do no research.”
“Tell me more about each of these,” Norton said.
“In plan A, Marcus Thomas would conduct four focus groups,
with an average of 10 respondents per group,” Jones said.
“We’ll ask participants to discuss their experiences while at a
hospital. Participants will be required to be the primary decision
makers for health-care decisions within the family and have a
child—newborns to 18 years old—with an acute condition and
who had spent at least 3 consecutive days in a hospital. Because
most health-care decision makers within a family tend to be
women, most of the participants will be female between 25 and
54 years old with one or more children ranging from newborns
to 18 years old.”
“Cost?” Norton asked.
“About $20, 000,” Powell said.
Jones continued. “In plan B, we’ll do plan A, plus a field

4. survey to follow up on the issues we identify in the focus
groups. First, we’ll ask about unaided and aided awareness of
hospitals in the region. Then, based on what we learn in the
focus groups, we will identify the concepts of three positioning
strategies and ask survey respondents which one they prefer
most and which one they prefer next most. We’ll be able to
statistically determine the degree of preference among the
positioning alternatives.” “The three strategies might be, one,
Akron Children’s Hospital has doctors who listen to you,”
Powell said. “Or, two, we know how to meet the unique needs
of children, or, three, we use the latest advances in treating
children.” “Cost?” Norton asked again. “About $60, 000,”
Powell said. “What about plan C? Why does that make sense?”
Norton asked. “We can identify the best positioning strategy by
conducting a survey. The salient aspects of this positioning
strategy to the consumers can then be explored via focus
groups. The cost will be the same as plan B; that is, $60, 000,”
responded Jones. “And plan D—no research. Turn our creative
staff loose and hang on for the ride,” Jones said with a wry
smile. Norton returned the smile and looked around the room.
“Doesn’t your firm do the advertising for the Ohio Lottery?”
Norton asked. “With plan D, we might do better by playing the
Ohio Lottery!”
Sensing the humor, everyone in the room laughed together.
Finally, tension seemed to begin dissipating. Norton nodded
slowly. Powell nodded, too. However, the questions Powell was
thinking about still remained. Which of the plans would Akron
Children’s Hospital pursue—plan A, plan B, plan C, or plan D?
If money was invested, would it be a worthwhile investment?
Would the idea of research being a “cost” (with no apparent
return) persist in the minds of Norton and the other staff
members long after this meeting? What could be done now to
help Norton and the other executives view research as an
investment (with an implied return)?

5. CASE ANALYSIS in Page:
“K
id Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital.”
Write a 3 to 5 Page paper (1000 to 1500 words) in APA format.
Below is a recommended
outline.
1. Cover Page (See APA Sample paper)
2. Introduction
a. A thesis statement
b. Purpose of paper
c. Overview of paper
3. Body a. Discuss the role of qualitative research in gaining a
better understanding of how
households select a hospital for their children when in need of
health care for acute cases?
b. Describe possible sur
vey methods that Norton could request if he commissioned a
survey in
this case? Which survey method would you recommend and

6. why?
c. Select which of the plans you suggest Akron Children’s
Hospital pursue
—
plan A, plan B,
plan C, or plan D?
4. Conclusion
–
Summary of main
point’s
a. Lessons Learned and Recommendations
5. References
–
List the references you cited in the text of your paper according
to APA format.
(Note: Do not include references that are not cited in the text of
your paper)
Kid Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital
“I’m not sure we are getting anywhere in this meeting,” Aaron
Powell thought to himself as he
pushed his chair away from the conference room table and

7. slowly st
ood up to stretch his legs
after
an hour had already gone past.
Powell, Akron Children’s Hospital’s (ACH;
Akron
-
childrens.org) marketing director, stood to gaze out the
conference room windows onto the two
ribbons of train tracks that curled near the hospital on the north
side of this midsized city in
Northeast Ohio.
He was thinking about how rival hospitals, such as Akron City
Hospital, Akron
General Medical Center, and St. Thomas Hospital, had recently
hired marketing directors like
himself. The urgency to advance Akro
n Children’s Hospital’s market
ing effort was go
ing to
intensify in the next year.
Powell’s meeting was going into its second hour. In addition to
Powell, the meeting’s
participants were Mark Norton, the hospital operations officer
(Powell’s boss), and Janet Jones
from the Cleveland
-
based Marcus Thoma
s com
munications and research agency
(marcusthomasllc.com). One staff member from finance was
there, along with the soon to be
CASE ANALYSIS in Page: “Kid Stuff? Determining the Best
Positioning Strategy for Akron

8. Children’s Hospital.”
Write a 3 to 5 Page paper (1000 to 1500 words) in APA format.
Below is a recommended
outline.
1. Cover Page (See APA Sample paper)
2. Introduction
a. A thesis statement
b. Purpose of paper
c. Overview of paper
3. Body a. Discuss the role of qualitative research in gaining a
better understanding of how
households select a hospital for their children when in need of
health care for acute cases?
b. Describe possible survey methods that Norton could request
if he commissioned a survey in
this case? Which survey method would you recommend and
why?
c. Select which of the plans you suggest Akron Children’s
Hospital pursue— plan A, plan B,
plan C, or plan D?
4. Conclusion – Summary of main point’s a. Lessons Learned
and Recommendations
5. References – List the references you cited in the text of your
paper according to APA format.
(Note: Do not include references that are not cited in the text of
your paper)
Kid Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital
“I’m not sure we are getting anywhere in this meeting,” Aaron
Powell thought to himself as he
pushed his chair away from the conference room table and

9. slowly stood up to stretch his legs
after an hour had already gone past. Powell, Akron Children’s
Hospital’s (ACH; Akron-
childrens.org) marketing director, stood to gaze out the
conference room windows onto the two
ribbons of train tracks that curled near the hospital on the north
side of this midsized city in
Northeast Ohio. He was thinking about how rival hospitals, such
as Akron City Hospital, Akron
General Medical Center, and St. Thomas Hospital, had recently
hired marketing directors like
himself. The urgency to advance Akron Children’s Hospital’s
marketing effort was going to
intensify in the next year.
Powell’s meeting was going into its second hour. In addition to
Powell, the meeting’s
participants were Mark Norton, the hospital operations officer
(Powell’s boss), and Janet Jones
from the Cleveland-based Marcus Thomas communications and
research agency
(marcusthomasllc.com). One staff member from finance was
there, along with the soon to be
Student Name
ACWR 104 (4)
Research Proposal
2/03/2017
Why Did He Forget Our Anniversary?: Gender and Differences
in Story and Object
Recall Memory

10. In “The Gender Blur: Where does Biology End and Society
Take Over?,” Deborah Blum
meddles with the age old question of nature vs. nurture. In other
words, are we born with
innate predispositions and differences, or are we shaped by
society’s expectations? This
paper will consider this question, as it relates to memory.
Although no one knows exactly
why, it is often argued that the cognitive processes of men and
women work differently,
especially where memory is concerned. This paper will address
the following question: how
do specific types of memory work differently in men and
women? Specifically, I will
examine the differences between story memory and object recall
memory. According to
Blum (2007), social context has a huge influence on our lives,
but she also admits that there
are some biological differences that set us apart, at least at
present. Exploring these diversities
in male and female cognitive processes, including memory,
could lead to a better
understanding of how both men and women think and learn.
This paper will explore the topic

11. of gender-specific memory by assuming, like Blum, that there is
causality between biology
and society, or that the nature/nurture debate is more complex
than we presume. This paper
will take a psychological / neuropsychological approach in
order to explain how the cognitive
processes work.
Explicit memory (memories which can be consciously recalled)
can be divided into two
categories: episodic memory and semantic memory. This paper
defines episodic memory as
the memory of autobiographical events and semantic memory as
the memory of meanings and
other concept-based knowledge (Blum, 2007, p.143). Beginning
with background information
about specific types of memory and how they function, this
paper will use empirical evidence
such as statistical data, as well as observational records
documenting the frequency of use of
story versus object recall memory in men and women, in order
to support its central argument.
Supported by research which defines the differences between
male/female cognitive

12. processes, I will argue that there are also specific differences in
male/female memory recall.
Comment [ART1]: Remember
to
label
your
work
with
your
full
name,
section
number,
title
of
assignment,
and
date
–
use
1.0
line-­‐
spacing
for
this
section
Comment [ART2]: Give
your
proposed
paper
an
original

13. title,
and
center
it
in
the
middle
of
the
page.
Note
how
titles
are
capitalized.
Comment [ART3]: Use
1.5-­‐space
throughout
your
proposal
and
set
margins
to
“normal.”
Research shows that women are significantly better at

14. remembering past events, while men
are better at object recall.
Sources will include:
Blum, D. (1998). ‘’The gender blur: Where does biology end
and society take over?’’.
Utne Reader. Retrieved from
http://www.utne.com/politics/gender-blur-sex-differences-
testosterone-hormones.aspx.
Loftus, E. F., Banaji, M. R., Schooler, J. W., & Foster, R.
(1987). Who remembers what?:
Gender differences in memory. Michigan Quarterly Review, 26,
64-85.
Herlitz, A., Nilsson, L. G., & Backman, L. (1997). Gender
differences in episodic
memory.Memory & Cognition, 25(6), 801-811.
Association for Psychological Science. (2008, February 21). Sex
Differences In Memory:
Women Better Than Men At Remembering Everyday Events.
ScienceDaily. Retrieved
February 23, 2014 from
www.sciencedaily.com/releases/2008/02/080220104244.htm
Elements in the Research Proposal:
• Title: Give your proposal a specific and succinct title which
accurately reflects the
topic/focus of your proposed paper.
• Introduction of topic: Offer a few opening statements which

15. introduce the topic and main
text (coursepack text), establish the reader’s interest, and lay
the foundation or background
information for the problem.
• Statement of problem/question: Describe the specific
problem at hand, your specific area of
interest, and introduce your research question.
• Significance: Explain why your research question is
important, referring to one or more of
the course texts.
• Approach/ Framework: Explain how you will approach this
topic/question. For example,
are there any key viewpoints, theories, concepts, examples, or
case studies which will guide
your argument? Remember to acknowledge any sources used
here, if applicable.
• Key terms/concepts: Introduce and define key
terms/concepts related to your study
(remember to acknowledge any sources used here).
• Research plan: Describe the kind of data, information, or
sources you will need to use in
order to explore the problem or answer the question.
• Working thesis: Briefly describe your viewpoint on the issue
(your potential argument, or
what your hypothetical paper will show).
• Key sources: At the end of your proposal, please provide a
list of at least 3 reliable sources
you have found in APA format.

16. Comment [ART4]: Use
1.0
line-­‐spacing
for
reference
lists
in
APA
foprmat
ACWR 104
Spring 2017
Research Project 25%
1. A 1-page Research Proposal (5%)
You need to include the following:
• a focused topic;
• a research question
• details of a proposed research strategy;
• a list of initial sources; and
• use 1.5-line spacing.

17. a. The Proposal is due before 13:00pm on Thursday 2 March:
• upload to turnitin (the filename should be your full name _
the word proposal i.e. my filename would
be anthonytownley_proposal); and
• bring a printed copy to class on Thursday 2 March.
2. Annotated Bibliography of 5 independently researched
sources (20%)
In consultation with your instructor, please note the following:
• include at least three scholarly sources;
• some sources must have viewpoints in contrast to the others;
• one source can be written in a language other than English;
• each bibliography should be between 150-200 words;
• use APA citation formatting; and
• use 1-line spacing for the reference entry and 1.5-line
spacing for the annotation sections.
a. Students will hand-write one annotated bibliography
(chosen by your instructor) in class on
Thursday 9 March (5%).
b. The remaining 4 bibliographies are typed for homework and
are due before 13:00pm on
Thursday 16 March (15%):

18. • upload to turnitin (the filename should be your full name _
the initials AB i.e. my filename would be
anthonytownley_AB); and
• bring a printed copy to class on Thursday 16 March.