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A grounded theory of doctors' information search behaviour. Implications for information provision, pharmaceutical market entry and development

Black, Iain and Tagg, Stephen (2007) A grounded theory of doctors' information search behaviour. Implications for information provision, pharmaceutical market entry and development. Journal of Marketing Management, 23 (3-4). pp. 347-366. ISSN 0267-257X

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Abstract

This research examines the information search and usage behaviour of physicians when they choose pharmaceutical treatments for their patients. It details this behaviour, its causes, variations and information sources. Grounded Theory was used, with data collection primarily based on depth interviews with primary and secondary care physicians. Two main categories of search behaviour emerged and were labelled self-referencing and surrogating. Self-referencing describes the process where physicians first use internal, patient case experiences to discover behavioral patterns for the successful treatment of patients. If insufficient confidence is held in their internal knowledge, physicians will attempt to use the patient case experience of external sources and surrogate this experience as their own. Recommendations are made regarding matching the information usage behaviors of physicians with that provided by organisations and marketing outputs.

Item type: Article
ID code: 4876
Keywords: pharmaceutical marketing, information search behaviour, doctors, medical information, marketing management, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 08 Dec 2007
    Last modified: 12 Mar 2012 10:41
    URI: http://strathprints.strath.ac.uk/id/eprint/4876

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