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Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives: Comparative perspectives of trainers and trainees

Muhammad Zahid Iqbal (Department of Management Science, COMSATS Institute of Information Technology, Islamabad, Pakistan)
Shahab Alam Malik (Department of Management Science, COMSATS Institute of Information Technology, Islamabad, Pakistan)
Rashid Ahmad Khan (Department of Management Science, National University of Modern Languages, Islamabad, Pakistan)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 30 March 2012

2962

Abstract

Purpose

This paper aims to offer a schema for carrying out a comprehensive training needs assessment (TNA) of medical representatives. The schema answers commonly posed questions, the journalistic six.

Design/methodology/approach

A sample of 292 medical representatives (trainees) and 60 training/sales managers (trainers) from 32 pharmaceutical organizations of Pakistan was surveyed. The study attempted to answer the why, what, when, and where aspects of TNA by using correlation and two independent samples t‐test. Who‐ and how‐related aspects were analyzed using descriptive statistics.

Findings

The results reveal that the perspectives of trainers and trainees are fully and partially consistent with each other on competency‐based TNA (why), and TNA inputs and TNA products/outcomes (what) respectively. However, a significant difference is found befallen TNA time‐line (when) and TNA situate (where). The results related to TNA decision makers (who), and TNA mechanisms (how) reveal a range of options.

Research limitations/implications

Reliance on data elicited with one shot can border the issue of generalization. Therefore, to compensate this, the study design is explained in fair detail.

Practical implications

The study identifies the gap between the existing literature on the journalistic six on TNA and the perceptions of the study participants on prevailing practices. To fill this gap, the study offers a framework to the pharmaceutical organizations for conducting a comprehensive TNA of their medical representatives.

Originality/value

The proposed schema reveals a set of six coherent areas to be considered for conducting a comprehensive TNA.

Keywords

Citation

Zahid Iqbal, M., Alam Malik, S. and Khan, R.A. (2012), "Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives: Comparative perspectives of trainers and trainees", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 6 No. 1, pp. 71-96. https://doi.org/10.1108/17506121211216914

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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