Abstract:

The authors present an analysis of the factors and influences they have encountered in market research in the area of HIV/AIDS in order to demystify the issue of compliance and to provide a framework for other researchers. A distinction is proposed between macro-compliance and micro-compliance to clarify the stages at which different intellectual, emotional and practical considerations come into play. Research methodologies are examined for the contributions they can provide. A patient compliance model is offered as a basis for identifying research needs and suggesting future research approaches.