Use of paired comparison technique in testing hospital advertising.
The paired comparison technique was used to compare consumer preferences for attributes of hospitals in simulated advertisements and for attributes of hospitals defined in words. A picture of the hospital was fund to be the top ranking characteristic of preferred advertisements. Quality considerations ranked highest in attribute descriptions. Hospital stay in the previous eight years was associated with small differences in ranking by the respondents.
D000329:Advertising / Q000379:methods*; D003258:Consumer Behavior; D006761:Hospitals; D008389:Marketing of Health Services / Q000379:methods*; D014481:United States