Cost Benefit Anyalysis of suitable

place for Diagnostic center

By IIPM, E-MBA Student on 20.01.11

At IIPM ,Kolkata

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 In Scope : North & South Kolkata, easy
to survey within short span of Mrs S Roychowdhuri
time,small team Prof. & Guide
Mr.s M Roypaul
Out of Scope: Member
ther area of Kolkata Mr. A Maulik
Member
Mr. S Ghosh
Deliverables :
Member
Suitable place
Mr. T Ghosal
Member

  Oct’10 Nov’10 Nov-Dec’10 Dec’10 Jan’11

Objective defined
         

Measure
         

Analyse
         

Results
         

Conclusion
       

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Methodology

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 Methodology
In our project, we decided to employ descriptive
research methodology.
Since our main purpose of conducting the
research is to find the right place of
establishing our pathology lab and the
features that should be given to it for its
successful functioning, researching by the
above mentioned methodology seems most
apt.

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 Descriptive Methodology
• Descriptive research is used to understand a
phenomenon, characteristic or functions. In
our project, we have to understand and find
the characteristics of the consumers of
pathology lab and the scope of the pathology
lab in two areas of calcutta: viz a viz South
calcutta and North calcutta. Therefore,
employing the means of descriptive research
methodology is most apt.
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 Why use Descriptive research?
• Descriptive research is usually used for:
• Determining the product characteristics
• Understanding decision-making process and
influences
• Making predictions with respect to the sales of
the product in a specific location
• Describing characteristics of the consumers
• Determining the needs, attitudes and opinions of
the consumers of different areas

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 Sampling Methods
• Sampling – We are focusing on people from South
Kolkata and North Kolkata. Therefore, we will be
evaluating samples from both these areas. Further,
since the topic of research deals with pathological
laboratory, we will also need seeking opinion from the
Doctors.
• Thus, our sample would include consumers and
doctors from North and South Kolkata.
• Sample size – We will be taking 10 samples each of
consumers from North and South Calcutta. For
doctors, taking around 10 to 15 samples will suffice for
our project.

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 Type of Sampling

• Random Sampling – Type of Sampling

employed is random in nature. We are simply
selecting a few samples in an area based on
random judgment, in order to ensure an
unbiased approach in the selection of samples
that might hinder the research to be
conducted.

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 Sample Collection Methods
• We have adopted to collecting samples
through surveys. We will use Questionnaires
to get our data and ask the opinions and
information concerning the consumers and
doctors.
• Thus, two questionnaires will be made – One
for consumers and another for Doctors.

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 Questionnaire format
• The questionnaire for consumers will consist of several
factors and variables that will help assess the final
objective of our project. Some of the variables
involved will be – Income of consumers, preference of
pathology lab, most commonly done tests, distance
travelled to visit pathological lab, expectations from
the pathology lab etc.
• Questionnaire for the doctors will consist of variables
such as commonly done tests, commonly held diseases
and the accuracy of results from the existing pathology
labs.

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 Why Questionnaire?
• Since we are planning a basis to establish pathological
lab in an area where few already exist, in order to
differentiate our pathology lab, we need certain
factors that if provided to customers will attract them
to our pathology lab. For this, we need the responses
directly from the consumers. Therefore, questionnaire
is the best possible method of collecting data.
• Thus, the questionnaires will form the basis of our
primary data collection.
• All the analysis and evaluation done for the project will
be based on the data as collected through
questionnaires.

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 Statistical Methods Used
• In evaluating and analyzing the data collected,
we will make use of the following statistical
methods:
• Correlation
• Regression
• Bar charts
• Pie Charts

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Analysis

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Chart for common tests done based
on Doctor’s response
Most common tests Frequency
done

Blood tests 5

Urine tests 4

Stool tests 2

X-rays 5

ECG, CT Scan,
Angiography etc 3

Ultrasound 5

Others 3
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 Chart for common tests done based
on Consumer’s response
Frequent tests Frequency
required

Blood tests 14

Urine tests 2

Stool tests 0

X-rays 2

ECG, CT Scan,
Angiography etc 7

Ultrasound 0

Others 0

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 Analysis of the above two slides
• From the above two charts we realize that most
common tests as explained by the doctors and
consumers happen to be blood tests and tests
meant for identifying heart diseases such as ECG,
Angiography, CT Scan etc.
• Thus we reach a conclusion that our pathological
lab should consist of all the facilities dealing with
the blood tests and ECG, Cardiogram, Angiogra-
phy, CT Scan etc.

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Chart indicating the preference of
Diagnostic Centers

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• Local clinic -- 4
• Woodland -- 3
• Others -- 4
• Apollo -- 3
• Religare -- 5
• Government Hospital – 1

From the frequency mentioned above and a showcased by the

pie chart in the slide above we realize that Religare is the
most preferred of diagnostic centers amongst the people in
Kolkata. Apart from that, a lot of people are also in a habit of
visiting the local clinics for getting their tests done.

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 Income bracket of the sample
population
• The chart below showcases the income
brackets amongst 20 samples.

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 Preference of diagnostic centre with
respect to the income brackets.
• By performing the correlation between the
income and the choice of diagnostic centers,
the value of r (correlation factor) came out to
be 0.15745491 . Since the value is positive, it
is quite evident that with increase in income,
people prefer a costlier diagnostic center.

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• According to customers, the frequency of
diseases is shown in the chart. (Sample size 20)

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Bar chart indicating requirement of people for
value-added services from Pathology Lab

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 Analysis
Relation between satisfaction and Distance to travel to reach a pathology lab –
• North Kolkata – Positive relationship (0.19)
• South Kolkata – Negative relationship (0)

For North Calcutta, Linear equation where x is distance to travel and y is dissatisfaction level
(with respect to Bxy):
Y=5x – 8.82
According to this equation, with increase in the distance travelled, the level of dissatisfaction also
increases.

For South Calcutta, linear equation where X is distance to travel and Y is dissatisfaction level
(with respect to Bxy):
Y=2x-1.99

According to this equation, with increase in the distance travelled, the level of dissatisfaction also
increases.

Comparing the above two equations, we can conclude that the impact of distance on satisfaction
level is higher in N Kolkata

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 Attributes Outcome

Best Hospital,credit card payment,home

Higher income delivery

Blood test,then ECG-CT

Frequent test scan

Nearest diagonistic Max. patients prefer 1-3 kms

center distance

Heart (for patients having parents or elderly),then

Common diseases general disease

Definitely at South,but "think so" at North and most

Satisfaction level female not so satisfied

Not sure ( as paid by comp or insurance so not tried at other

Expensive place)

Home delivery,Sample collection from home,payment through

Demand of extra services credit cards,Reports delivery on time (preferrably 1)

No of trips to diagnostic
centre/ year 5 to 8
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Home delivery,Sample collection from home,payment through
Policy Implication

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 Policy Implication
• From the analysis done above, we come to a
conclusion that making a pathology lab in North
Kolkata is more fruitful. The reasons being that
people have to travel more to reach a
pathological lab in North Kolkata compared to
South Calcutta people.
• Secondly, the place for the pathological lab
should be such so that most of the area is
covered in terms of its reach and neighboring
places.

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 Policy Implications
• We further realize that the pathology lab should be
well equipped with tests such as blood tests and other
tests done to check the condition of your heart etc.
• Most of the sample population responded in a similar
fashion when it came to the features that a
pathological lab should have – namely, home delivery,
sample collection from home, timely delivery of
reports and acceptance of credit cards. Amongst these,
most of the people said they would prefer a pathology
lab that offered home delivery and sample collection
from home services. (Refer to Slide 20)

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 Policy Implication
• From Slide 16, it can be concluded that heart
diseases and general diseases like diabetes,
blood sugar, Blood pressure etc are the ones
inflicting most people and hence, require
testing to be done.
• Therefore, we can make policies offering
specialist services in these areas, while also
offering various schemes and discounts and
hence attracting most clientage.

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