The importance of market research cannot be overemphasised. Market research provides crucial information about the needs of the market and facilitates an understanding of how to best serve the needs (ESOMAR, 2007). Market research is relevant for not only profit-oriented, but also non-profit organizations (Lewis, 2017). This paper provides a market research plan for Health through Walls (HtW). HtW is a non-profit organization that works with low income countries to improve the healthcare of their inmates. The organization assists resource-constrained countries to provide better health care services in their prisons, focusing primarily on disease identification, management, and prevention (Health through Walls, 2014). Market Research Plan

Overview of Problem

Due to resource constraints, low income countries face significant challenges in providing quality healthcare to the prison population. Indeed, prisoners in these countries tend to be disproportionately affected by infectious diseases compared to the rest of the population, particularly tuberculosis and HIV (Health through Walls, 2014). This problem is created by factors such as prison overcrowding and lack of proper health care services, especially targeting disease identification, prevention, and management. Without measures to address this problem, there are increased health risks for not only the prisoners themselves, but also prison staff, visitors, as well as the communities where prisoners live upon release. The first step in addressing this problem is to have a more comprehensive understanding of the problem, hence the importance of market research.

Objectives

The objectives of the research are:

1. To understand and raise awareness of the plight of prisoners in low income countries, specifically in terms of healthcare

2. To understand major healthcare issues faced by prisoners in low income countries

3. To examine factors that hinder low income countries from providing quality healthcare to their prisoners

4. To recruit... To market the organization
Deliverables

The research will yield a market research report majorly detailing:

• The prevalence of infectious diseases in prisons in low-income countries

• Healthcare interventions used in prisons in low-income countries

• Challenges of providing healthcare services in prisons in low-income countries

• Recommendations for improving healthcare services in prisons in low-income countries

Target Audience

Prisons in low income countries comprise the target audience for the market research. Low income countries encompass resource-constrained countries across the globe, especially in Central and South America, Africa, and Asia.

Research Methods

Generally, market research may be based primary or secondary data (ESOMAR, 2007). Primary data is data collected for the first time, while secondary data is data that already exists. Since the target audience includes prisons in low income countries, using secondary data may be a daunting challenge since most of these countries lack properly documented data about healthcare provision in prisons. The research will, therefore, rely on primary data. More specifically, the research will involve a descriptive survey aimed at understanding the state of healthcare in low income countries. A survey is advantageous as it facilitates the collection of data from a large number of respondents with relatively little time and effort (ESOMAR, 2007). The survey will be administered to prison officials in the target countries, especially officials dealing with healthcare matters.

There are many low-income countries around the world, meaning that including all of them in a single study can be quite difficult. In this regard, a representative sample will be selected. More specifically, out of the listed countries, 30% will be selected. This would be a sufficiently representative sample. In each country, there are several prisons. Since it may not be feasible to include all prisons from every…