Consumer perceptions of medical information sources: an application of multidimensional scaling.
Multidimensional scaling is widely used in marketing research to characterize the perceived relationships among a set of consumer products. The technique is also well suited to study a number of issues that are of interest to health care marketers. This paper explains multidimensional scaling and provides an illustrative example of a health care application. In the research study reported here, the perceptions of various sources of medical information give important insights to a health care organization that is designing a new medical information service for consumers. Other potential applications of the technique for health care marketing are also explored.
State University of New York, Buffalo.
M D
MD
Bunn
D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003627:Data Interpretation, Statistical; D005163:Factor Analysis, Statistical; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007255:Information Services / Q000145:classification / Q000706:statistics & numerical data*; D008297:Male; D008389:Marketing of Health Services / Q000379:methods* / Q000706:statistics & numerical data; D009518:New York; D011795:Surveys and Questionnaires