Measuring the determinants of prescribing behaviour amongst doctors

Date of publication: September 6, 1970

Abstract:

The research programme which is the subject of this paper started 9 years ago, just before the introduction of a new ethical product into a therapeutic market which was certainly ready for expansion. The programme is still continuing and has entered its most interesting phase now that the product has reached a dominant status in its particular sector. The evolution of the programme has been a deliberately planned process, designed always to anticipate changes in marketing requirements. Much of the earlier work was mainly confined to measuring variations in the structure of the market, to monitoring and predicting the position of our product within it and to unsophisticated enquiries into attitudes. The more recent work has been primarily concerned with the unravelling of more complex determinants of prescribing behaviour in order to reveal ways in which the remaining potential of our product may be realised.

  • PDF
  • This could also be of interest
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Factor analysis of consumer preferences Authors: Jean Stoetzel
Factor analysis of consumer preferences (French) Authors: Jean Stoetzel
Research into consumer behaviour and its motivation (English and French) Authors: Michel Agostini, Emeric Deutsch, Harry Henry, Robert C. Sorensen, Helen Dinerman, Philip L. Short, A. Mitchell, Yves Fournis, Edward Sinclair, Ernest Dichter, William Gregory, Jan van Rees, Albert A. Shea, Jan L. Wage, Salviano Cruz
Research into consumer behaviour and its motivation (French) Authors: George Gallup, Paul Lyness, Börje Lindberg, Alfred Denner, Graeme Cranch, Jean Stoetzel
The application of factor analysis to the study of army morale Authors: Charles Chandessais
Attitude research and international advertising themes Authors: John A. Downing
Attitude research and international advertising themes (French) Authors: John A. Downing