Purpose The purpose of this paper is to investigate the influence of direct-to-physician promotion on physicians’ prescription behaviour. There were very few studies which have investigated to what extent the pharmaceutical promotion directed towards physicians influences physicians’ prescription behaviour in the Malaysian context. Design/methodology/approach A research framework has been developed based on the buyer behaviour stimulus-response model. A survey method has been used to collect data from 154 medical practitioners from private health-care facilities located at Klang valley in Malaysia. IBM SPSS and SmartPLS statistical programs have been used to analyse the data and validate the model. Findings This study found that personal selling is the most significant promotional tool for physicians’ prescription behaviour, whereas advertising is the least significant one. Sales promotion and public relations are the second and third most significant promotional tools. Direct marketing is found to be not significant. Practical implications This paper will help the pharmaceutical companies develop more effective plans to gain a competitive advantage for their business by having a guideline for pharmaceutical marketers as an input to the more efficient allocation of their promotional budgets. Originality/value This study has introduced a comprehensive understanding of all the factors in the pharmaceutical promotion that influence physicians’ prescription behaviour in Malaysia and how these factors are interrelated, influencing physicians’ prescribing medicines for patients.
This study investigated the impact of students' perception on lecturers' performance in class. The aim of the study was to assess lecturers' performance in lecturing various courses using students' perception as an indicator of lecturers' performance. The study utilized a random sampling research design method with the target population of third and fourth year students. Stratified sampling technique was used to arrive at the study sample of 100 students. A specifically designed instrument, the Students' Perceptions of Performance Scales (SPTPS) was used to gather data. The exploratory factor analysis and confirmatory factor analysis methods were conducted to validate the performance constructs. The results of the analysis shows that, the relationship between the attitude of lecturers and performance in class and the relationship between methodology and lectures' performance in class are all positive. However, the study rejected relationship between knowledge of lecturers and lecturers' performance in class. The study therefore, concluded that, there are aspects of lecturers' performance in class that are less than excellent and in need of further improvement.
Aims: The purpose of the study was to investigate the effects of positive psychological capital on ethical behavior in some selected private organizations in Ghana. Managers in five Regions in Northern Ghana were selected to examine the causality of the variables under study. Study Design: The study used questionnaires in which only managers were made to answer within a period of 4 months. Place and Duration of Study: Managers in five Regions in Northern Ghana (Northern, Savannah, North East, Upper East and Upper West Regions) were selected to examine the causality of the variables under studybetweenMarch 2020 and July 2021. Methodology: The sample method used was stratified and systematic random sampling technique which aims at collecting data in a regular or ordered manner. The study also used factor analysis and structural equation model to conduct the analysis. The study analyzed 385 questionnaires comprising 158 for Northern region, Upper East 78, Upper West 65, Savannah 52 and North East 32. Results: The results shows that the fit of the structural model for the relationship is good with = 411.368 (df = 245), = 1.679, CFI = 0.983, GFI = 0.916, TLI = 0.981 and RMSEA = 0.042. The results of the structural path estimates revealed that the standardised estimate of -0.369 between PPC and EB was statistically significant (P-Value=0.002) and a negative relationship was predicted. Furthermore, the C.R. value was -3.138 greater than 1.69 indicating that the probability of obtaining a critical ratio as large as 3.138 in absolute value is less than 0.05. This implies that the regression weight for PPC in the prediction of ethical behavior is significantly different from zero at 0.001 level. Overall, the result confirmed that the relationship between Positive Psychological and Ethical Behavior is supported by previous studies.
Pharmaceutical promotion towards physicians’ prescription behaviour is strongly interrelated. Identifying and addressing the ethical challenges in physicians’ prescription behaviour to increase the ethical predisposition of prescribing medicines is prioritized in global health and development plans. Hence, the importance of ethics in the professionalism of healthcare practitioners is now a growing concern. The main objective of this research is to investigate the influence of moral judgment on physicians' prescription behaviour. A survey has been conducted among 152 medical practitioners from private healthcare facilities in the metropolitan area of Kuala Lumpur and Selangor states of Malaysia. The principal component analysis method in EFA and structural equation modelling technique in CFA has been used to analyze the data and validate the model. The study found that physicians’ moral equity factor has a significant and positive influence on physicians’ prescription behaviour whereas their relativism and contractualism factors were not significant. The empirical evidence obtained from this study would make significant contributions to advancing the current knowledge of ethical prescription behaviour. Recommendations to physicians for more ethical prescription practices have been discussed at the end of this paper.
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