MEDICAL DOCTOR
Symptoms
A patient goes to doctor for treatment. He has
headache, sore throat and burning sensations in the
stomach.
Patient Problem: How to get relief from headache,
sore throat and burning sensations in the stomach?
Doctor’s initial diagnosis
Doctor asks about the history of the patient. For how
many days he has the problem. How many hours he
works, what kind of food he is eating etc. etc.
Doctors’ identifies that it could be a fungal infection,
but he is not sure
Problem definition
Determine the presence of fungus in the blood
sample and the exact strain?
Components:
1. Determine the presence of fungus in the
blood sample?
2. Determine the count of fungal cells?
3. Determine the strain of specie fungus?
Developing an approach to problem
Theory: Presence of fungus is characterized by purple
color colonies when iodine solution is poured on
blood sample in petriplate.
C1RQ: Determine the presence of purple color
colonies on poring iodine solution on blood sample in
petriplate.
C2RQ: Determine the count of purple color colonies
on blood sample in petriplate.
Theory: On purple color colonies, pour sodium
chloride solution, if it turns red – rust fungus; green –
stripe fungus; orange – soil fungus.
C3 RQ: Determine the presence of either red, green
or orange color on poring sodium chloride solution
on purple color colonies.
Research Design
Lab testing
Data Collection
Blood sample
Analyzing data
Under high power microscope
Results & Interpretation
It is a stripe fungus with 1000 colony count per ml of
blood.
MARKETING DOCTOR
Symptoms
Owner of ABC restaurant comes to market
researcher. His restaurant sales are decreasing from
last three years. How to improve the sales of ABC
restaurant?
Market Researcher Initial Diagnosis
Asks about the recent history of company
Collect info about social, cultural and buyer behavior
in restaurant industry
Ask local experts about problem
Researcher identifies that it could be poor service
quality, but he is not sure
Problem definition
Determine and compare ABC restaurant with
competitors on service quality and its dimensions?
Components:
1. Who are the competitors?
2. What are the dimensions of service quality?
3. Determine and compare ABC restaurant on
these dimensions w.r.t competitors?
4. Determine the overall service quality of
ABC restaurant w.r.t competitors?
Developing an approach to problem
Theory: Dimensions of service quality – reliability,
courtesy, responsiveness, competence, access,
communication.
C3RQ1: Determine and compare ABC restaurant
with competitors on responsiveness of employees
C3RQ1NH: There is no difference on responsiveness
of employees between ABC restaurant and its
competitors.
Research Design
Quantitative cross-sectional survey of ABC and
competitor restaurant customers
Data Collection
Personal administration
Analyzing data
Univariate and Bivariate statistics
Results & Interpretation
The overall service quality of ABC restaurant is low
w.r.t competitors. Responsiveness, communication,
courtesy, reliability is low w.r.t competitors.