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HCD Research and Muhlenberg College Will Use an Index to Monitor Physicians' and Consumers' Perceptions of Health Care Reform

FLEMINGTON, N.J., March 12 /PRNewswire/ -- HCD Research and Muhlenberg College announced today that they will conduct a series of national studies to obtain physicians' and consumers' perceptions of President Barack Obama's health care reform plan.

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The two organizations will test advertisements, speeches and other forms of communications relating to health care reform throughout 2009. The initial study was conducted by HCD Research during February 26-27, to obtain physicians' and consumers' perceptions of President Obama's new health care reform plan that was outlined in his speech to Congress on February 24, 2009. To view agreement curves and detailed results of the study go to:

In addition, an index will be used to report the perceptions of physicians and consumers regarding their opinions on the direction of health care reform.

According to Glenn Kessler, president and CEO, HCD Research, the HCD Health Care Reform Index will be used to monitor consumers' and physicians' perceptions of health care delivery and proposed regulations. "We will use the metric to determine the mood of health care providers and the consumers of their services to measure how these segments view the reform process and the outlook for the final result," Kessler explained.

While viewing ads or video clips from speeches, participants will indicate their levels of agreement by moving their mouse from left to right on a continuum. The responses are recorded in quarter-second intervals and reported in the form of curves. The participants will also be asked also pre and post-viewing questions.

The Media Curves web site provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.

HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company's web site at or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. For additional information on Muhlenberg College, go to

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