Is the Purpose to Educate the Public or Sell a Product? The Contribution of Qualitative Research to the Development of a New Way of Communicating the Benefits of Prozac to its Target Audience

Julie Vandenbark and Karin Wood

This paper explores the role qualitative research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers'.

 

Is the Purpose to Educate the Public or Sell a Product?

The Contribution of Qualitative Research to the Development of a New Way of Communicating the Benefits of Prozac to Its Target Audience

Karin WoodandJulie Vandenbark

INTRODUCTION

What Do We Mean by a Social Contract?

' An agreement among the members of an organized society or between the governed and the government, defining and limiting the rights and duties of each.' (Websters II New College Dictionary)

If we consider this contract in qualitative research terms, we find an interesting application of the above agreement, and a...

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