Empirical Survey

  • Christine Falkenreck
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

To define the goals of this research work, the relationship between the above set of constructs was investigated and evaluated based on primary data collection in five countries. This chapter outlines the background and the aim of the study, the required structure of data, the development of the questionnaire, the target groups and countries as well as the plan and structure of the research.

Markets Under Consideration

“Establishing the pharmaceutical brand position – the advantageous location a product owns in the minds of physicians – is arguably among the most challenging components of marketing development”, especially in today’s hypercompetitive environment (Vanderveer and Pines 2007, p. 71). The maturation of markets such as pharmaceuticals, medical devices and diagnostics needs superior strategic marketing skills to find competitive advantages in them (Smith 2007). These markets, in which the customer is a physician or related medical professional, have shown double-digit...


Partial Little Square Corporate Reputation Customer Knowledge Reflective Construct Latent Variable Score 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Head of International Marketing ResearchUniversity of KasselKasselGermany

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