RESUMO
The present paper will demonstrate the usefulness of conjoint analysis in the area of medicine, a method that is well-known in consumer research. The aim was to investigate the preference structure of network-oriented physicians regarding competitive consulting and information offerings in the context of a hypothetical network between a hospital and office-based physicians. A combination of qualitative ("grounded theory") and quantitative ("conjoint analysis") methods was used. Combined items from the field of information, consultation, advanced training and financing were available. The following combination was preferred: attendance of a medical specialist in the outpatient department (factor "consultation"), the receipt of brief physician info letters (factor "information"), the possibility of discussing one's own patients with other physicians (factor "advanced training") and self-financing such an offer (factor "financing").