Attitudes toward advertising among Fellows of the American Academy of Ophthalmology: 1988.
In order to determine the advertising practices of ophthalmologists in the United States, and to understand their feelings toward advertising, a multiple-choice survey of 5,000 ophthalmologists (all Fellows of the American Academy of Ophthalmology) was mailed on July 5, 1988. The questionnaire was mailed to an nth-name sample taken from a Zip-sequence mailing list obtained from the Academy. Six weeks after the mailing over 2,000 replies had been obtained. The replies were analyzed using DBase III software. Survey data were crosstabulated so that advertising practices and attitudes could be analyzed with respect to the age of the ophthalmologist, volume of cataract surgeries per month, and geographic location. There seemed to be a direct correlation between cataract surgery volume and tendency to advertise. There was a greater tendency for younger ophthalmologists to advertise. There did not seem to be great geographic variation with respect to advertising practices.
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D000329:Advertising / Q000639:trends*; D000367:Age Factors; D001290:Attitude; D002387:Cataract Extraction; D006801:Humans; D009885:Ophthalmology / Q000592:standards / Q000639:trends*; D011897:Random Allocation; D011795:Surveys and Questionnaires; D014481:United States