Abstract
100 AMA-member (American Medical Association) Ob/Gyn respondents were randomly selected from a list of over 24,000 Ob/Gyns to participate in a self-administered questionnaire (SAQ) featured on the internet.
The purpose of the study is to provide information on the influence of general product attributes and marketing activities, in order to help companies better understand what drives surgeon preferences.
The results feature a summary of surgeons' perceptions regarding the relative influence of various considerations in determining preferences. A conjoint analysis provides the relative importance, as well as the magnitude of influence for featured factors.
The results of the data analyses identify the considerations most influential in influencing surgeons' preferences, as well as the determinants of patient satisfaction. Ob/Gyn surgeons are clear in identifying safety and efficacy as the primary determinants driving their preference of products. Assuming perceived equality of competing products on safety and efficacy, the data reveals a number of additional discriminating factors driving preferences.
The information has applicability to marketing, product development, research & development, communications, advertising, sales, mergers & acquisitions, and other business functions.
Table of Contents
- Introduction & Report Overview
- Abstract
- Measurement Objectives
- Sample Design & Distribution
- Measurement & Data Collection Design
- How to read this report
- Executive Summary & Key Findings
- Detailed Findings
- I. Independent Consideration Influences
- a. Product selection influences
- b. Factors driving influences
- II. Conjoint Analysis
- Importance of product considerations
- Preferred attribute combinations
- I. Independent Consideration Influences
- Suggested Analysis
- About the Author / Valid Results
