Determining the position of Merch Sharp & Dohme Resource Centers among its current and potential users

Date of Publication

1996

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

The Merck Sharp and Dohme pharmaceutical company has recently been exploring ways of best maximizing the use of its four Medical Resource Centers located in Manila, Quezon City, Cebu City, and Davao City. This study was conducted to determine the awareness level and usefulness of the MSD Resource Centers among Medical Practitioners and Students using Disproportionate Stratified sampling Technique. The survey came up with 215 respondents, divided according to the population of doctors in hospitals near each MRCs. Kalayaan has 65 respondents, Manila took in 48, Cebu consisted of 54 and Davao allotted 50.

After distributing the set of questionnaires in each of the MRCs and conducting Focus Group Discussions on all Centers except Kalayaan in Quezon City, the following results surfaced. The Davao and Cebu Medical Practitioners were highly aware of the MRC's existence, with an average level of awareness of 95% as compared to the low level noted in Kalayaan, Quezon City and Padre Faura in Manila. Major reasons for such awareness involve a high colleague to colleague dissemination attitude in the highly aware areas and an active group of Medical Representatives. The tightly knit Medical communities in Davao and Cebu were deduced, based on the results.

The study further revealed that reading materials (which consisted of basic Medical textbooks and specialized journals) as well as the Resource Centers' Computerized Literature Search accounted for the reasons why the MRC were being utilized by the respondents. There was also a general rating of Very Good (numerical figure between 4.0-4.99) on the Staff, Resources and the Facilities of each MRCs. The respondents also thought that the Resources followed by the Facility and the Staff influenced Service.

With respect to a continued patronage of MSD products as having a direct result after using the MRCs, the respondents on the average quantified their answer in passing.

The recommendations made by the group include a system that discusses Service in the context of Operations, Marketing and Delivery.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09867

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

99 numb. leaves

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