Good names

Using a research technique that combines a quantitative method adapted from linguistic science and conventional qualitative methods, consumers' understanding of key terms - primary care vs. family care, hospital vs. medical center, and aesthetic vs. cosmetic - used in names for health care serv...

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Bibliographic Details
Published inMarketing health services Vol. 18; no. 2; p. 4
Main Authors Seltman, Kent D, Nayar, Veena R
Format Magazine Article
LanguageEnglish
Published Chicago American Marketing Association 01.07.1998
Subjects
Committees
Consumer attitudes
Consumers
Customers
Focus groups
Health services
Linguistics
Market positioning
Market segments
Marketing
Names
Patient satisfaction
Primary care
Qualitative research
Research methodology
Semantics
Service marks
Studies
Surgery
United States > US
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Summary:Using a research technique that combines a quantitative method adapted from linguistic science and conventional qualitative methods, consumers' understanding of key terms - primary care vs. family care, hospital vs. medical center, and aesthetic vs. cosmetic - used in names for health care services is explored. The results reveal semantic differences that clearly point to names that optimally position these medical services in the local and regional marketplace.
ISSN:1094-1304