Page 140 - The Handbook for Quality Management a Complete Guide to Operational Excellence

126 I n t e g r a t e d P l a n n i n g U n d e r s t a n d i n g C u s t o m e r E x p e c t a t i o n s a n d N e e d s 127

Delivered Returned %
Surveys 92 45 49%
Surveys with $1 incentive 47 26 55%
Surveys without $1 incentive 45 19 42%

Table 6.1 Pilot Patient Survey Return Information

survey. However, the hospital administrator was not convinced that the
additional $1 per survey was worthwhile. It was finally agreed that to
test the effect of the incentive on the return rate $1 would be included in
50 percent of the mailings, randomly selected.
The hospital decided to perform a pilot study of 100 patients. The patients
selected were the first 100 patients discharged to home. The return informa-
tion is shown in Table 6.1.
Although the overall return rate of 49 percent is excellent for normal
mail-survey procedures, it is substantially below the 77 percent average
and the 60 percent “minimum” reported by Dillman. As possible explana-
tions, the author conjectures that there may be a large Spanish-speaking
constituency for this hospital. As mentioned above, the hospital is plan-
ning a Spanish version of the survey for the future.
The survey respondent demographics were analyzed and compared
to the demographics of the nonrespondents to ensure that the sample
group was representative. A sophisticated statistical analysis was per-
formed on the responses to evaluate the reliability and validity of each
item. Items with low reliability coefficients or questionable validity were
reworded or dropped.

Focus Groups
The focus group is a special type of group in terms of purpose, size, com-
position, and procedures. A focus group is typically composed of seven to
ten participants who are unfamiliar with each other. These participants
are selected because they have certain characteristic(s) in common that
relate to the topic of the focus group.
The researcher creates a permissive environment in the focus group
that nurtures different perceptions and points of view, without pressuring
participants to vote, plan, or reach consensus. The group discussion is
conducted several times with similar types of participants to identify
trends and patterns in perceptions. Careful and systematic analysis of the
discussions can provide clues and insights as to how a product, service, or
opportunity is perceived.
A focus group can thus be defined as a carefully planned discussion
designed to obtain perceptions on a defined area of interest in a permis-
sive, nonthreatening environment. The discussion is relaxed, comfortable,

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