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Volume 9 (2)
Volume 9, Issue 2, 1989 
J Contin Educ Health Prof 1989; 9(2):95-113
PHARMACY
Alan L. Hanson, PhD, RPH A b s t r a c t This manuscript reports results of a study attempting to identify characteristics of pharmacy CE program clientele which might assist providers in the marketing of curricular CE programs. A forty-item attitude instrument was administered to a random sample of pharmacists in two Canadian provinces and the entire United States. Results include a standardized attitude score (ranging from 0 to 100) of 64.4 in the U.S. (n = 639), which is significantly different from a score of 71.2 in Canada (n = 279). The majority of both samples have a positive attitude toward CE. Attitude score is related to sex (U.S., Canada), age (U.S.), practice setting (U.S.), and source of CE identified as best for both samples. Further comparisons were based on selected attitude statements related to characteristics associated with curricular CE programs: (1) CE credits should be applicable toward academic credit; (2) CE programs should be designed using a curricular approach; (3) CE programs should be designed similar to academic programs; (4) examination rather than attendance should serve as the criterion for CE credit; and (5) there is a need for participation in CE on a regular versus periodic basis. The mean response for both samples was "neutral" to items 1 through 4 and positive for item 5; for items 4 and 5, the mean response of the Canadian sample was significantly more positive than the U.S. sample. Further analysis of these statements showed the one characteristic which appears to be of most value in targeting a potential audience is practice setting (U.S.). Examination of self-reported hours of CE showed significant relationships with sex (U.S.), CE requirement (U.S., Canada), practice setting (U.S.), attitude score (U.S.), and types of CE (U.S., Canada). Keywords:Attitudes; continuing education; pharmacy; pharmacists; curricular CE; marketing |
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