In crucial points, the Council of German market and social research 2007 the appeal Council comes to a devastating result LU-DENT complains: published data in the media be nor to the self-promotion of the publishers can be used as a basis for the media planning. If the data is used for advertising and as a basis for planning, concrete damage. For one, this established inaccurate ideas about the (ranges) services of the designated media or publishers. On the other hand display switching companies build decisions with regard to the distribution of their media budgets on unusable data.” The infringements range from lack objectivity of the study approach to the realization that no scientifically acceptable method to the sampling was applied. The media study of LU-DENT 2007 lacks the transparency, objectivity and neutrality, and implementation has serious methodological errors. This is the LU-DENT 2007 against basic quality standards and rules of the German market and Social research, it meets also not the conventions for media studies, which include comparative ranges”, so the four appeal board. With the submission of the market research Council, the concerns of the LA-MED Association and its members against the validity of the LU-DENT are confirmed. The decision brings clarity to your own media plan the dental company in Germany.
Vera Frankenberger Arbeitsgemeinschaft LA MED communication research in the Healthcare Association Secretary General upper Saulheimer str. 15 s 55291 Saul home b. Mainz P.o. box 1151 55289 Saul home b. Mainz Tel.: 06732 96 59 602 fax: 06732 96 59 604 E-Mail: Internet: about the LA MED Arbeitsgemeinschaft LA MED communication research in the health care Association is a registered charity. Our members are publishers (medical, pharmaceutical, dental-oriented specialist publishers) agencies (media -, PR – and advertising agencies) industry and services of the health care industry communication research in medicine, dentistry, pharmacy at It is difficult to identify the right combination for each target group several hundred German journals for physicians, dentists and pharmacists. The LA MED therefore carries out studies where doctors, dentists and pharmacists, quantitative and qualitative data collected to her read and use behavior. It provides the data LA MED publishers, companies, and agencies. They can thus assess the study title in terms of range and efficiency and compare.