Analysis of Frequency of Visits to Breast Screening Service - Research Paper Example

Marketing & Audience Research Number: Table of Contents Executive Summary 2. Introduction and Background 2 Importanceof the research 2.2 Scope of the report 2.3 Research problem 2.4 Aims and Objectives 3. Method 3.1 Methodological considerations and assumptions 3.2 Sample considerations 3.3 Data collection and framework, and analytical considerations 4. Ethical considerations 5. Analysis 5.1 Detailed description of analysis undertaken and explanation of why 6. Findings and Recommendations 6.1 Interpretation of the data based on the analysis undertaken 6.2 What this means for managers and for possible future research 7. Limitations and Recommendations 8. References 9. Appendix 9.1 Questionnaire upload receipts 9.2 Copies of completed questionnaires (Signed by respondents) 1. Executive Summary This essay is going to elaborate the research findings from surveys conducted among aged Australian women regarding their experiences of breast screening services catered to them by some of the leading Australian healthcare units. Each relevant point to conduct this kind of quantitative research is thoroughly scrutinised and explained in the body. Future recommendations and limitations will also be looked into. The report is finalised on the basis of the respondents’ frequency of visits to breast screening service providers and how loyal they are to their respective service providers. 2. Introduction and Background Breast screening is primarily seen as a preventive measure against breast cancer. It implies “systematic examination of asymptomatic populations” (Brownlie et al., 2008, p. 54). Qualitative researches on this topic have revealed alarming statistics throughout the world. Breast cancer is subject to extensive medical analysis in the United States of America and other developed nations. Even early detection is sometimes not adequate enough to prevent deaths. Although Breast Self-Examination (BSE) is technically recommended for detecting breast cancer at its preliminary phase, it is still a matter of dispute among experienced physicians. Clinical screening for breast imaging is therefore important for proactive breast cancer diagnosis and cure (Morrow & Jordon, 2003, p. 104). As the empirical evidences would show, 12% of all US women are diagnosed with breast cancer in their life cycle and 3.5% eventually succumb to their diseases (Asch et al., 2000, p. 27). This piece of information alone makes it clear that breast cancer screening can be utilised to bring down the mortality rate. The screening is generally recommended early in the patient’s lifetime, so that early detection is possible and tumors can be operated on while the threats of cancer are low. Since cancerous tumors are difficult to spot in BSE, patients are often asymptomatic when they consult doctors. Moreover, about 10 respondents every 1000 samples are generally reported having grown cancerous lumps (McPhee et al., 2007, p. 724). 2.1 Importance of the research The primacy of routine health check-ups for women cannot be undermined in today’s era of strenuous physical activities that result in various health complications (McDonald & Thompson, 2005, p. 70). Regular and timely medical consultations not only relieve the physical stress but also guarantee a sound psychological state of being for the concerned individual. Selection of the proper healthcare agency plays a determining role in the market analysis of health check-ups. Considering the fiercely competitive medical market, the patients need to choose carefully whom to consult. Likewise, the doctors or healthcare personnel should also be very particular in attending to the cases that come along their ways. Breast screening or mammograms for women aged between 50 and 69 years provides proactive defence against malignant lumps in breasts. Research undertakings on this topic reveal that mammographic screening with an average interval of 2 years helps warding off the threats of cancer and bringing down mortality rates (Kopans, 2007, p. 171). The purpose of this research is to find a set of quantitative data that establishes the theoretical understanding of breast screening as a prospective healthcare measure to increase mortality in elderly women. By critically evaluating the accumulated data in questionnaire format, the paper will present a marketing research report explaining the methodologies, findings, ethical considerations, limitations, and future recommendations. 2.2 Scope of the report The scope of the proposed report goes a long way in uniquely identifying the research findings and studying them from healthcare perspectives. Apart from the pathological conclusions, analysis of the acquired entropy is also going to show the economic and ethical issues associated with breast screening practices. It is empirically proved that even if the screening sessions lead to false negatives, the respondents are likely to be benefitted in that they would be cleared off any possibility of breast cancer (Donegan & Spratt, 2002, p. 284). The current report is designed to establish a mutual bond of trust and respect among the physicians and their patients. The researcher believes this single factor is the most welcoming output that can be achieved from a marketing and audience research, particularly one dealing with the sensitivity of the medical practice in question. 2.3 Research problem Satisfaction of the respondents is highly solicited by any breast screening medical unit. The current research put emphasis on securing quantitative data from the participants. They were asked to fill up a questionnaire form involving several key parameters of assessment metrics. It was apparent from the responses that many women of over 40 years were not cognizant of the overwhelming significance of mammography. Many simply visited clinics just because they were asked by their personal physicians or some other friends or family members. Some took note of their past family traditions as well. As reported, a large segment of the participants preferred to examine all by themselves at homes, which still posits doubt as to its effectiveness in detecting non-palpable cancer (Epstein, 2005, p. 46). Certain value reservations also surfaced in the findings, although this was rare. The alarming thing, however, is the reaction of women who sought screening services at Breast Screen Queensland. Most of them reported of high service charges for the necessary screening. This was not a very encouraging sign for the concerned authorities in Australia. This is where the researcher feels the government and other non-governmental organisations should immediately interfere in order to make sure the cost effectiveness of such life-saving services. By and large, the initial problems were mixed. 2.4 Aims and Objectives The research aimed at attaining a uniform result covering all the technical as well as theoretical parts. Seven assessment metrics were incorporated in the preliminary phase for conducting one-on-one interviews with the respondents and also for the survey questionnaire: 1. Utility 2. Convenience 3. Control 4. Peace of mind 5. Self as influencer 6. Expression of beliefs 7. Benefit to others Along with these seven evaluative criteria, four resource points were identified as well. These were included in forging the questionnaire: 1. Information 2. Interaction 3. Environment 4. Participation The combined impact of the eleven grading measures drove the purpose of the research home pretty well. Utility and convenience had to be ensured for the sake of establishing a loyal clientele. The significance of the controlled trials cannot be underrated because the interim period between two clinical testing, as evidenced by the empirical data collected from the Health Insurance Plan Study of Greater New York (HIP), can safely be utilised to study the mortality reduction rate (Rovere et al., 2006, p. 4). Peace of mind for the respondents was given utmost priority for the sake of better testing and the best possible results. It is often noticed that patients invited to breast screening do undergo mentally anxious phases regarding the possible outcome of their tests. Hence, their peace of mind is severed from the fear of diagnosed with negative results. Given that a mammographic screening test may go horribly wrong in that it can have detrimental effects on the health in case of asymptomatic patients, counting the mental repose of the testing population should not be negated (Finkel, 2005, p. 126). The research in question aimed at appeasing the psychological turbulences of the participants in order to achieve uniformity with the four resource points. The respondents felt free and gave their views without any inhibition. Studies have brought out that timely therapeutic intervention diminishes the likelihood of breast cancer development. Moreover, deciding on the appropriate age of screening is a major factor that determines the chances of mitigating risks and potential health hazards. The current research took a cue from the Polish policies which make it mandatory for younger and early middle-aged women to undergo regular mammography therapies (ecancermedicalscience, 2009). The current Australian approach is more akin to the UK breast screening policies which accommodate for free consultation every three years for women aged between 50 and 70 years. The UK government is very focused on setting its objective right. Aided by state-of-the-art infrastructures and highly qualified staffs, the screening tests are done in the best possible manner, thus ensuring nearly error-free diagnosis. Moreover, the national quality assurance network of trained doctors, nurses and other medical staffs integrates well with the advisory committees that are set up at various important locations around the country (NHS Cancer Screening Programmes, 2009). The Australian breast screening centers such as The Wesley, Breast Screen Queensland, Jindalee BreastScreen Clinic, Gold Coast Medical Imaging, Sydney Breast Screening Clinic, Breast Screening Ipswich and Southern Cross should try to emulate the clinical procedures adopted at different UK-based screening centers. The research findings brought out the aftermaths of the mammogram as well. Generally if any sign of malignant growth in the breasts is spotted, the respondent is asked for further tests. This is deemed important in medical sciences because self-screening practices may mislead the patient into suspecting lumps which are not there. So it is imperative from pathological viewpoints that the patient should undergo multiple mammograms in order to be absolutely sure there’s no false negative (Goroll & Mulley, 2009, p. 337). The research was designed to survey if the respondents felt at ease with the screening services they were offered at various Australian caregiver units. Group participation is usually discouraged by doctors, especially in case of early middle-aged women. Hong (2007) argues that dealing with any sensitive medical service requires personal attention within an easy and non-intrusive enclosure. Psychological feedbacks are direct indicants to how comfortable the patients feel. If a patient feels awkward in front of too many people, it is the sole duty of the service unit to reduce her anxiety and feeling of discomfort by catering to her personalised requirements. Individual participant involvement is very crucial to ensure a well-coordinated test (p. 79). 3. Method 3.1 Methodological considerations and assumptions Breast screening involves three basic methods – periodic BSE, clinical breast examination (CBE), and screening mammogram. Based on qualitative literature studies, it is assumed that the BSE methodology is still on a trial basis and has not yet proved to be an ascertained clinical remedy for breast cancer (Asch et al., 2000, p 27). However, the marketing and audience research in Australia evidenced that the BSE mode works well for elderly women aged between 50 and 69 years. The current research considerations included not just the technical aspects of screening, but also the ethical and environmental issues. Moreover, settling the charges is a major cause for concern for many Australian breast screening units. It is reported that numerous patients opt out of screening just because consultation fees are too high. Things worsen if the respondents are asked to revisit the units for further testing. 3.2 Sample considerations In tracing elderly women’s experiences with breast screening services in Australia, the marketing analysis incorporated a few sample considerations to begin with. It might be noted that these considerations greatly influenced the research methodologies and outcomes. Since finance and other research tools are limited, it was important to stress on a few particular points which are relevant to breast screening services in general. The BSE methodology was espoused in Australian contexts. This particular methodology has widespread utilities when dealing with limited resources. Depending on the availability of data, it was crucial to mark the questionnaire according to several individual parameters. The survey highlighted an area of the study which would otherwise have been in the dark had there not been any predefined thumb rule for identifying the research constructs. Following the rigorous campaigns made by both the Australian government healthcare agencies as well as the private units, women from well off backgrounds joined the screening programs held in various organisations. 3.3 Data collection and framework, and analytical considerations The primary data collection tasks were carried out by volunteers and willful students of the locality. The data was gathered through distribution of questionnaires among subjects coming from different social backgrounds and economic status. It was monitored strictly if every category of respondents participated in the screening programs or not. Both quantitative and qualitative data was collected from registered nurses, lab scientists, sales employees, social workers, administrators, secretaries, office and library assistants, beauty therapists, homemakers, teachers, counselors and so on. It was quite evident that sample responses would differ a great deal with regard to their economic liberty and personal beliefs. 4. Ethical considerations Ethical considerations played the most valuable role in gauging the pulse of the audience. Most respondents found the testing environments to be ethically respectable and professional. The caregivers acted responsibly and sympathetically. Hence, they preferred to remain loyal to their own service providers. Ethical questions are often raised against quality of services offered and their disturbing impacts on the psyche of patients. Since the screening aims at ameliorating physical as well as psychological consequences of breast cancer or, at least, the possibility of it, patient’s piece of mind at the time of undergoing the therapeutic treatment is of utmost importance. The clinical environment has to be professional and appeasing for the respondents. 5. Analysis 5.1 Detailed description of analysis undertaken and explanation of why The analytical segment of the report focuses on how the participant responses tallied with the actual research findings. It is very important to take note of the fact that not all Australian breast screening service centers provide the same level of care and there is a lot of discrepancy in matters of fees too. Some operate totally voluntarily without charging anything for their competitive services. Again, some charge nominally but do not pull out of the competitive domain. In order to avert the pitfalls of generic testing, the survey questionnaire emphasised on individualistic experiences of the participants. Apart from the financial issues, the analysing metrics also considered the usage of equipments and logistic resources. 6. Findings and recommendations 6.1 Interpretation of the data based on the analysis undertaken Most respondents were unanimous in praising the quality of services. However, disparities were identified in terms of charges and proactive campaigning for reinstating the importance of breast cancer screening in public consensus. Early recognition of the problem was another factor missing from the response of the participants. The empirical findings also hinted at lack of communication among different operating centers around the country. It is recommended that a seamless connectivity be built so that mutual interaction both for the medical staffs and the patients remain dynamic. 6.2 What this means for managers and for possible future research The study presents a few leads for future research initiatives. Firstly, there should be a well articulated documentation mentioning the exact age group of women who should be consulting the clinics. Secondly, cases of unnecessary surgical practices should be kept to a bare minimum for the sake of accurate diagnosis and timely intervention. Lastly, the initiative should come from the higher authorities and not from the isolated chambers of self-proclaimed doctors. 7. Limitations and Recommendations Breast screening tests for elderly women may not actually save lives, but they can certainly prolong life-expectancy (Singletary et al., 2004, p. 203). In essence, the research helped identifying some of the marketing aspects related to breast cancer screening. Selection of the main research question, which involves the choice of screening centers for every respondent, underlines the basics of market analysis trends in healthcare services, “A market analysis pulls together market intelligence in a cohesive, organized format to narrow an agency’s options and identify the most advantageous paths to follow” (Harris, 2005, p. 711). It is just as important to extend care for the patients whenever possible as it is to ensure a sound and knowledgeable base of information carrying all the perquisites of breast cancer screening. References Asch, S. M., Rand Corporation, and United States. Agency for Healthcare Research and Quality. (2000). Quality of care for oncologic conditions and HIV: a review of the literature and quality indicators. Santa Monica, California: Rand Corporation. Brownlie, J., Greene, A., & Howson, A. (2008). Researching Trust and Health. Madison Avenue, New York: Routledge. Davis, S., & Burger, H. G. (1996). The healthy woman: menopause and other things we don’t talk about. New York: Taylor & Francis. Donegan, W. L., & Spratt, J. S. (2002). Cancer of the breast. Oxford: Gulf Professional Publishing. ecancermedicalscience. (2009, August 27). A Problem with Screening?. Retrieved October 19, 2009, from http://www.ecancermedicalscience.com/blog.asp?postId=52 Epstein, S. S. (2005). Cancer-gate: how to win the losing cancer war. Amityville, New York: Baywood Publishing Company, Inc. Finkel, M. L. (2005). Understanding the mammography controversy: science, politics, and breast cancer screening. Westport, Connecticut: Greenwood Publishing Group. Goroll, A. H., & Mulley, A. G. (2009). Primary Care Medicine: Office Evaluation and Management of the Adult Patient. Philadelphia: Lippincott Williams & Wilkins. Harris, M. D. (2005). Handbook of home health care administration. Sudbury, Massachusetts: Jones & Bartlett Publishers. Hong, P. R. (2007). Health Education Research Trends. New York: Nova Publishers. Kopans, D. B. (2007). Breast imaging. Philadelphia: Lippincott Williams & Wilkins. McDonald, S., & Thompson, C. (2005). Women’s health: a handbook. Marrickville, New South Wales: Elsevier Australia. McPhee, S. J., Tierney, L. M., & Papadakis, M. A. (2007). Current medical diagnosis and treatment. New York: McGraw-Hill Professional. Morrow, M., & Jordon, V. C. (2003). Managing breast cancer risk. Shelton, Connecticut: PMPH-USA. NHS Cancer Screening Programmes. (2009). NHS Breast Screening Programme. Retrieved October 19, 2009, from http://www.cancerscreening.nhs.uk/breastscreen/ Rovere, G. Q. della., Warren, R., & Benson, J. R. (2006). Early breast cancer: from screening to multidisciplinary management. Boca Raton, Florida: Taylor & Francis. Singletary, S. E., Robb, G. L., & Hortobagyi, G. N. (2004). Advanced therapy of breast disease. Shelton, Connecticut: PMPH-USA. Appendix – The Questionnaire 1. What is the name of the service provider that you usually go to for breast screening? (e. g. BreastScreen Queensland, The Wesley, etc.) 2. Is this a free service? Yes, it is a free service. Please move on to Question 2a No, I have to pay to use this service. Please move on to Question 3 2a. If this service was no longer free and you had to pay to use it, would you still use the service? Yes, I would still use the service, even if it was no longer free No, I would stop using the service if it was no longer free Please briefly tell us why/why not______________________________________ __________________________________________________________________ __________________________________________________________________ 3. Have you ever been to other service providers for a breast screen? No, I only go to this service provider Yes, I have been to_______________________________________________ 4. How often do you have a breast screen? (Please tick one option) Every year Every 2 years Other__________________________________________________________ 5. Think about the first time you had a breast screen. Why did you get your first breast screen? _________________________________________________________ _____________________________________________________________________ 6. How old were you when you started having breast screens? ______________ years 7. How long has it been since the last time you had a breast screen? ______________ (years), _______________ (months) 8. What is the likelihood of your having a breast screen again in the future? (Please circle one option) Very Unlikely 1 2 3 4 5 Very Likely Read More