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Determining Brand Perceptions and Preferences
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The primary objective of this research is to assess the behavior of North American radiology directors as well as their preferences regarding radiology departments’ use of medical imaging equipment and services. Supporting the primary objective, this research will also: determine titles of medical equipment purchasers (executives, directors, and managers) with the highest levels of purchasing influence within radiology departments, identify primary brands of medical imaging equipment and services, identify secondary brands of medical imaging equipment and services, determine preferences for medical imaging equipment and services, and determine perceptions of medical imaging equipment and services based upon relevant attributes.
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