Back

The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements

Date of publication: June 15, 1970

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products

Author: W. A. K. Frost

Abstract:

In May 1968, ML Medical Surveys Centre commenced the development of a systematic methodology for studying the reactions of General Practitioners to mailings and journal advertisements. This paper describes the work we have been engaged upon and does so in four main sections: 1. Initial concepts and objectives; 2 . The programme of research and development; 3 . Some typical test results; 4. Evidence and comments on sensitivity, reliability and validity.

  • PDF
  • This could also be of interest
An example of government use of public opinion polls to improve troop community relations Authors: James Thayer
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees