How is Sources & Interactions Data Collected?

by Dave Emery

The data in Sources & Interactions: Medical/Surgical Edition are comprised of two six month data collection periods, to help prevent seasonal bias, and allow for the most up-to-date reading possible on use of emerging technology/media.  Full-year results are comprised of data from the current data collection wave combined with the prior wave (March 2013 report, for example, includes data from Q4 2012/Q1 2013 and Q2/Q3 2012); certain data (such as tablet usage) is also reported for the current wave only.

Mixed-mode data collection is employed to provide the most accurate picture of media/information source attitudes and behaviors across the total population of healthcare professionals, not just a traditionally (or digitally) inclined group.  Further, the mixed-mode data collection eliminates any potential bias toward traditional or digital sources of information.

The most recent six month cycle of data were gathered via mail questionnaires between October 2012 and January 2013 as well as an online survey in January 2013. A portion of the sample received an original mailing in October and a follow-up in December, while the other portion of the sample received an email invitation to an online survey in January.

• Paper – A monetary incentive accompanied each questionnaire. All 21 specialties measured received similar questionnaires. Two versions of the questionnaire were distributed on an every-other-name basis. The "Sources of Information" and "Tools Used For Various Tasks" were presented in a different rotation on each version of the questionnaire.
• Online – Kantar Media drafted an email invitation in which recipients were asked to participate in a brief, Internet-based survey. A monetary incentive was promised to be sent upon completion.

Results are weighted within specialties based on office/hospital practice type and age; likewise, the total sample reflects the overall distribution of measured specialties within the general physician population.

Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 21 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help manufacturers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians’ (and other healthcare professionals’) information inventory.

For more information on the study and its results, send us an email.