Schommer Jon C, Hansen Richard A
University of Minnesota, College of Pharmacy, 308 Harvard Street, SE, Minneapolis, MN 55455, USA.
Res Social Adm Pharm. 2005 Jun;1(2):348-68. doi: 10.1016/j.sapharm.2005.03.006.
The objectives of this article are to (1) identify key methodological issues related to investigating the effects of direct-to-consumer advertising (DTCA) for prescription drugs, (2) highlight opportunities and challenges that these issues pose, and (3) provide suggestions to address these challenges and opportunities from a social and administrative pharmacy perspective.
Through a review of existing literature and consultation with research colleagues, we identified 3 broad issues regarding the study of DTCA for prescription drugs: (1) the importance of problem formulation, (2) the role of health behavior and decision-making perspectives, and (3) data collection and data analysis challenges and opportunities. Based upon our findings, we developed recommendations for future research in this area.
Clear problem formulation will be instructive for prioritizing research needs and for determining the role that health behavior and decision-making perspectives can serve in DTCA research. In addition, it appears that cluster bias, nonlinear relationships, mediating/moderating effects, time effects, acquiescent response, and case mix are particularly salient challenges for the DTCA research domain.
We suggest that problem formulation, selection of sound theories upon which to base research, and data collection and data analysis challenges are key methodological issues related to investigating the effects of DTCA for prescription drugs.
本文的目的是：（1）确定与研究处方药面向消费者的直接广告（DTCA）效果相关的关键方法学问题；（2）突出这些问题所带来的机遇和挑战；（3）从社会和管理药学的角度提供应对这些挑战和机遇的建议。
通过回顾现有文献并与研究同事进行磋商，我们确定了关于处方药DTCA研究的3个广泛问题：（1）问题表述的重要性；（2）健康行为和决策视角的作用；（3）数据收集和数据分析的挑战与机遇。基于我们的研究结果，我们为该领域的未来研究提出了建议。
清晰的问题表述对于确定研究需求的优先级以及确定健康行为和决策视角在DTCA研究中所能发挥的作用具有指导意义。此外，对于DTCA研究领域而言，聚类偏差、非线性关系、中介/调节效应、时间效应、默许反应和病例组合似乎是特别突出的挑战。
我们认为，问题表述、选择作为研究基础的合理理论以及数据收集和数据分析方面的挑战是与研究处方药DTCA效果相关的关键方法学问题。
