Predicting Prescribing Intention and Assessing Drug Attribute Importance Using Conjoint Analysis
- 1 January 1988
- journal article
- research article
- Published by Taylor & Francis in Journal of Pharmaceutical Marketing & Management
- Vol. 3 (2) , 3-18
- https://doi.org/10.3109/j058v03n02_02
Abstract
Conjoint analysis is an anal ical research tool for studying consumer preferences among multiattribute alternatives. This paper reviews the process of conducting conjoint analysis and illustrates it with a pilot stud in the area of physician prescribing. Hypothetical drugs were profiled (5 factors with 2 levels each) and distributed to physicians in a mail questionnaire (n=43; response rate 44%). Analyses, at the aggregate and individual levels, revealed the conjoint model to be useful in predicting physician prescribing intentions and in assessing the relative importance of various drug attributes.Keywords
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