Parsley Health Qualitative and Quantitative Analysis

Qualitative Health Research

This report is a series of exploratory research focusing several research problems that Parsley Health may face when it comes to identifying why it is not a top-choice healthcare organization.

Research Problems

The following are the two research problems that Parsley Health must explore with qualitative methods to address the need for overall awareness of alternative healthcare options.

Why do some think one primary doctor can fully serve them? A thorough qualitative client involvement focus group may help answer this question. The details and information obtained from a quantitative study are helpful because these questions will sharpen the direction of the focus group. An article published by BMC Research Involvement mentions the importance of the theoretical framework and the ability to identify participants as a critical way to analyze accurate data (Doria, 2018). Patient-oriented research encourages discussion and engagement between people to show how clients think and behave.

How can Parsley Health justify the cost to patients since health insurance companies do not yet cover it? A two-way focus group offers a unique perspective on the same topic at two different times. During the first discussion of the original group, the second group observes the first conversation. After the second group observes, they conduct conversations and expand their views, offering more insight — based on the original group. For instance, discussions in classrooms are advantageous for similar reasons. Sometimes, in a debate, a student responds to the thoughts and offers insight to others that one student did not initially think of. Open discussions are vital for educational and observational purposes alike. A focus group observing another can pick up on the mistakes and weak points of others’ conversations and help the second group develop a more vital point or change the minds of others. Discussing health insurance and traditional and functional medicine in a sorted focus group with moderators offers ideal settings for in-depth feedback.

Target Audience

The ideal target audience are people seeking better, more efficient healthcare options. There are also currently very sick people who are unaware of lifestyle importance, and these people are at the top of my target. It’s important to include people that may feel the medical system is not preventative enough. For instance, it would be prudent to include those who have also lost family members to preventable diseases. There was a press release published by the CDC in 2014 that stated, “Each year, nearly 900,000 Americans die prematurely from the five leading causes of death — yet 20% to 40% of the deaths are preventable. The five leading causes of death in the United States are heart disease, cancer, chronic lower respiratory disease, stroke, and unintentional injuries” (CDC, 2014). Questions will include mentions of these illnesses to see how aware the patients are regarding mental health, nutrition, and the functional side of health. Considering that focus groups identify the consumers’ perceptions and needs, a large range of people is essential for understanding each scenario.

Screening Questionnaire (Variables)

1. What is it about this photo that you like or dislike? What emotions do you associate with?

2. What is it about your general practitioner office that you like and dislike the most?

3. Do you believe that seeking nutritional assistance is worth your effort? Why or why not?

4. What are some of your experiences regarding health insurance for family needs?

5. What do you wish was different about how you are treated within the medical system?

6. What medical conditions have you or your family members been diagnosed with? How were they treated, and do you think it was sufficient?

7. Do you believe that the food that you eat can affect your mental health? If so, what was your experience like?

8. Do you have any issues that are left unresolved after multiple medical visits?

Screening Questionnaire

A disqualification for some of the answers to the questions above would be if someone finds out too much information about the group or study, as this would introduce a conflict of interest. The questions included are diverse based on the target audience. A more knowledgeable patient on nutrition might be able to speak to personal experiences as to why she believes nutrition may or may not have played a role in a family member’s chronic illness. A gentleman who has not been able to get rid of his chronic migraines for 15 years may not be aware of some integrated health options that can help him. There can be some back-and-forth discussions with clients that will show their responses and reactions to this exchange of information. The observer can see if respondents can gauge the participants emotional reactions to specific details. These observations and discussions can help Parsley Health navigate different psychographics’ for future campaigns.

Recruiting Guide

• Include 5 participants in the first client-involvement focus group
• The client-involvement focus group will ultimately focus on addressing why some people think that one primary doctor with x amount of patients can fully serve them
• Include 8 participants in the second two-way focus group, with 4 in each discussion room
• The two-way focus group will address how Parsley Health justifies the cost to patients since it’s not yet covered by health insurance companies
• The focus group pool in total should include 13 people that will vary in age (must be over the age of 18), income levels, sexual orientation, and diverse demographic to encourage a variety of opinions and lead to an open discussion that is guided with a specific set of questions
• Please be sure to include one person from each state so that the study includes people from different areas
• Please be sure to include individuals who have differing professional backgrounds

Scheduling Statement

Before we start today, we would like to hear a bit about all of you. Please tell me a little bit about your opinion on healthcare in the United States.

Thank You

Thank you for coming today and discussing these issues. Your comments have given us a variety of perspectives on this issue, and we appreciate your time.

Quantitative Health Research

This report is a collection of data and information gathered to address Parsley Health’s research problems. The first problem is identifying how management can prove that functional medical opportunities can be more helpful than mainstream healthcare. Second, why do people think Parsley Health would be subpar to traditional medicine? I will strengthen the Parsley Health brand and address potential consumer concerns using quantitative methods.

The Population Under Study

The first research problem is identifying how management can prove functional medical opportunities can be more helpful than mainstream healthcare. The entire group under study in this survey are current clients of Parsley Health. Since Parsley Health is a business-to-business service, evaluating existing clients’ perspectives, knowledge, and experience is essential. Given that current clients provide an accurate overview of the customers Parsley Health has already obtained, it is necessary to exclude potential and non-client individuals from this survey.

The second research problem is understanding why some believe Parsley Health is subpar to traditional medicine. The entire group under study in this survey comprises active participants in conventional health approaches. In this instance, I would be sure to include individuals who do not have health insurance and people who have not engaged with any sort of medical community — whether that be recently or in their lifetime.

Data Collection Method

The data collection method for the first research problem would be a self-administered intercept survey. Ideally, clients who visit the Parsley Health office in person or virtually are encouraged to engage with Parsley Health employees in this way to inspire better business practices. On the occasion that a client visits a Parsley Health office and is on their way out after a visit — the surveys could be given to them beforehand at the reception area and then reminded on their way out by the current physicians or nutritionist that they just interacted with. I think this reminder will encourage clients to engage and understand that their opinions matter and that they have a voice. Since many of Parsley Health’s services have been administered virtually, this could also be administered at the end of a Zoom meeting and reminded via email after their visit.

The data collection method used in the second research problem would be an interviewer-assisted survey. I see the advantages of an interviewer-assisted survey — Parsley Health can reach more people with more complex questions. This is a more robust option than telephone surveys since it will alleviate the pressure and annoyances of abrupt phone calls or rushed interactions. Personal interviews also give the client time to think, and the private nature of this survey allows for unqiue experiences compared to some of the qualitative strategies, such as a focus group.

Non-Probability Convenience Sampling

The sampling method for the first research problem will be non-probability, utilizing convenient methods. This is a sufficient means to conduct sampling because the nature of the intercept survey is to be in person. Parsley Health has two physical office locations — Los Angeles and New York City- so it is best to utilize these high-traffic cities where clients can navigate personal experiences and offer the information this survey hopes to gain. In this example, the four sections of surveys are: in-person clients vs. virtual clients vs. vocal and socially integrated clients (in-person or virtual).

Probability Cluster Sampling

Parsley Health could benefit from a probability method like a cluster sampling procedure. This strategy can help the second research problem by conducting interviewer-guided surveys throughout multiple locations in the United States.

Sampling Frame, Unit, Size, Rationale and Error

The research problems can be addressed as they relate to the sampling frame — a population list associated with addressing this can appear as:

First Research Problem:

• Individuals who are active participants in the Parsley Health brand
• Social media users who are members and are actively engaged with the brand from an engagement perspective

Second Research Problem:

• Individuals who have only had traditional healthcare experiences
• Those who feel unsatisfied with their current health experience
• People who are unaware of nutritional importance in dealing with chronic health problems

For the first research problem, the large sample would be the overall client focus of the Parsley Health clientele. An example of a sample unit would be the customer visiting the physical locations — a smaller sample of the entire group. A more specific example would be a client who lives in NYC and is within a 5-block radius of the nearest Parsley Health location.

The second research problem sample would be those not using Parsley Health or similar services. Smaller samples would be those unaware of integrated healthcare or without nutritionist assistance.

For the first research problem, the sample size for this non-probability convenience survey can be best determined by the awareness of the budget, rule of thumb, and number of subgroups within the survey. Because these surveys are self-administered, the data collection costs of this survey are less costly than hiring face-to-face interviewers. This is key to remember when conducting the sample size because the size can be much more prominent since this isn’t an expensive process, resulting in many more participants in the two physical Parsley Health locations. As the survey is conducted, some subgroups may include people vocal about integrative health on social media and existing Parsley Health members. Another subgroup is people who actively go in person and live the physical Parsley Health experience. The last subgroup are people outside the two major cities conducting their visits virtually.

Considering that the first research problem has a small budget, the questions can be determined by the interviewer-assisted survey which will determine the budget. This will be conducted randomly in each state, and as a result, the sample size will still be quite large. Subgroups to consider are the uninsured participants, people who have chronic illnesses, or people who have had family members pass away with severe diseases.

Conclusion

The two research problems addressed include how management can provide functional medicine opportunities that are more helpful than mainstream healthcare. The second concern is collecting data on people who may believe that Parsley Health is less beneficial than the traditional system. By utilizing quantitative methods, it is possible to understand current and potential client needs within the Parsley Health sphere.

References

Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: an integrated marketing communications perspective (12th ed.). New York, NY: McGraw-Hill Education. ISBN: 9781264619467

CDC. (2016). Up to 40 percent of annual deaths from each of five leading US causes are preventable. [online] https://www.cdc.gov/media/releases/2014/p0501-preventable-deaths.html

Doria, N., Condran, B., Boulos, L., Curtis Maillet, D. G., Dowling, L., & Levy, A. (2018, June 25). Sharpening the focus: Differentiating between focus groups for patient engagement vs. qualitative research — research involvement and engagement. BioMed Central. Retrieved

March 28, 2022. https://researchinvolvement.biomedcentral.com/articles/10.1186/s40900-018-0102-6 QuestionPro. (2018). Focus group research | Focus group in qualitative research. [online] https://www.questionpro.com/blog/focus-group/