Ralph Thomas Is Director of Sales for Hopkins Pharmaceutical

Multiple Choice

Ralph Thomas is director of sales for Hopkins Pharmaceutical. He is commissioning research to help him determine which advertising message will be the most effective at getting MDs to start prescribing the company's new bird-flu vaccine. He normally thinks of drugs in terms of form of medicine (tablet vs. liquid) , dosage levels, effectiveness vs. competitors' drug, and so on. But, he knows that MDs are more apt to think in terms of severity of side effects, interactions with other medicines, factors that would make patients ineligible to take the vaccine, and so on. By concentrating on how the targeted MDs think about drugs in formulating the research, Thomas is ensuring that the information collected in the research will be in the proper:

A) quantity
B) quality
C) form to equate to the action standard
D) frame of reference
E) unit of measurement