PART 1

(4 pages) Golden Age Hospital (GAH) PROJECT

Market Research and Segmentation

1. The External Environment - Data Gathering

a. Search the Web and gather relevant general
information regarding hospitals for seniors and direct
data pertaining to the external environment of the
proposed Golden Age Hospital
b. Common medical conditions of seniors:
i. Overall health status
ii. Unique illnesses
iii. Other
c. Medical institutions for seniors:
i. Types of institutions and clinics
serving seniors (their size per
population served)
ii. Types of special services provided for
seniors and catering to their needs.
iii. Length-of-stay of seniors at various
hospitals.
iv. Other
d. Local (Mission Viejo area) City demographics:
i. Can be obtained from but not limited
to: http://www.city-data.com/
ii. Input the nine municipalities (one by
one) in the search box.
iii. Scroll through the various data sets,
and glean the relevant information:
Population, Gender, Age, Household
income, Race, Other.
iv. Consolidate all nine city data sets into
one table, total where appropriate
2. Based on the data gathered and the general picture you have obtained,
we will now focus on direct market research and segmentation of
the senior community in the Mission Viejo area.
3. In order to do so, you will need to define/address the following points:
a. Who are your target market subjects?
b. Where are they located?
 c. What special needs do they require?
d. What special medical/health services do they wish to
get?
e. What type of physician specialization would they like
to have?
f. Locations: Do they prefer a single medical center (MC)
hospital location, or do they prefer a medical center
(MC) hospital and a community clinic (CC)?
g. Other.
4. Survey Questionnaire:
a. Complete the following proposed survey table –
column A, that you plan to use in order to obtain the
preferences and perceptions of the seniors of your target
segment, assume n=500. (Click the link to access the GAH
Project tables.)

PART 2 ( 1 PAGE)

BASED ON PART 1 WRITE an Executive Summary .