Market Research Tool Research Articles

ANALYSIS OF THE EXPERIENCE OF CREATING GLOBAL DIGITAL GOODS MARKETS BASED ON OUR OWN PLATFORMS

The presented work summarizes the arguments and counter-arguments within the scientific discussion on analyzing world experience in creating digital goods markets based on its platforms. Pricing policy on the Internet has many nuances, particularly geographic location, dynamic pricing, and price discrimination depending on belonging to a specific social category. The main goal of the conducted research is to identify the main directions of influence on the price policy, which are relevant for the digital goods market, particularly in the gaming industry. The systematization of literary sources and approaches to solving the problem of analyzing the peculiarities of conducting the pricing policy of digital goods proved that this problem is quite relevant among scientists worldwide and needs further elaboration. The research was carried out in the following logical sequence: 1) analysis of literary sources and popular methods of price discrimination; 2) consideration of the concept of a game platform as the basis of the distribution of power between various market subjects; 3) comparison of activities of popular gaming platforms; 4) consideration of game products as certain economic microsystems, and "skins" as currency in these systems; 5) analyzing specific games that use atypical methods of earning profit as for the non-digital world; 6) consideration of tools for expanding markets to a vast network using the example of web API interfaces. The global digital goods market was chosen as the object of the study. The research paper presents the results of a theoretical analysis of pricing strategies for the gaming industry as one of the essential branches of the digital sector. The digital services market began to form relatively recently, based on the stock market's pricing principles. However, everything related to digitalization is developing more rapidly, so the time has come when you can adopt various existing practices of the digital services market for the physical market, namely the use of digital platforms, differentiated pricing policies, the use of additional market research tools such as Telegram bots, online stores, applications, etc.

Consumers’ Perception: Discovering the “Law of Attraction” in Art Using Eye-Tracking

"Today, due to new technologies and seeing the tenacity with which the branch of scientific research, especially neuromarketing, advances, it is easy to understand how they have managed to bring together topics such as fine arts and eye-tracking technology. Not only did they end up with amazing results, but those results were in line with the expectations created from the very beginning by researchers from these industries and beyond. Therefore, using eye-tracking as a market research tool, it is possible to directly track and measure the observable behavior of a visual arts consumer, analyzing both his visual attention and his eye movements. The data collected for this study resulted from the exploratory research, which involves the review of several articles and specialized studies regarding the eye-tracking subject and also from the qualitative research, represented by an in-depth interview with both Romanian art consumers and artists. It has implemented an eye-tracking test, also to gather the primary data for this present study, a tool that was available on an online platform named GazeRecorder. The results illustrate the extent to which attention and the decision-making process (to purchase a painting) affect and influence how the information present in the work of fine art is related to the composition and elements that support the artwork itself. Thus, these results, not only can help analyze a painting in a much more efficient way but can also be incorporated in the future into consultancy services for artists or may represent the basis of a more appropriate and attractive form of education in art. Keywords: eye tracking, observation, art, artwork analysis, paintings JEL classification: L31, C91 "

The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research

Gamified market research tools help to increase respondents’ engagement and obtain more in- depth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the effect was significant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.

Structural Equation Modeling as a Marketing Research Tool: A Guideline for SEM Users About Critical Issues and Problematic Practices

Structural equation modeling (SEM) is a very powerful multivariate statistical technique that has increasingly been used in social sciences, particularly in marketing. As a consequence of the widespread use of this contemporary analysis method, several issues that SEM users face have become a matter of concern, which are discussed thoroughly in SEM literature. This paper aims to conduct an extensive review of these issues by benefitting from the previous review works, broaden the research criteria by bringing together the issues that are separately addressed in those previous studies, and make an empirical analysis to demonstrate how well these problems are dealt with. Along with the problematic practices identified, the solutions suggested in the literature are presented. By that, this study serves as a basic guideline for SEM users.

Trends in food sensory science

Trends in food sensory science

MarketBrain: An EEG based intelligent consumer preference prediction system.

The traditional marketing research tools (Personal Depth Interview, Surveys, FGD, etc.) are cost-prohibitive and often criticized for not extracting true consumer preferences. Neuromarketing tools promise to overcome such limitations. In this study, we proposed a framework, MarketBrain, to predict consumer preferences. In our experiment, we administered marketing stimuli (five products with endorsements), collected EEG signals by EMOTIV EPOC+, and used signal processing and classification algorithms to develop the prediction system. Wavelet Packet Transform was used to extract frequency bands (δ, θ, α, β1, β2, γ) and then statistical features were extracted for classification. Among the classifiers, Support Vector Machine (SVM) achieved the best accuracy (96.01±0.71) using 5-fold cross-validation. Results also suggested that specific target consumers and endorser appearance affect the prediction of the preference. So, it is evident that EEG-based neuromarketing tools can help brands and businesses effectively predict future consumer preferences. Hence, it will lead to the development of an intelligent market driving system for neuromarketing applications.

Kültürel Öğeler İçeren Reklamların Beğenisi Demografik Özelliklere Göre Farklılaşır Mı (Does, Likes of Advertisements Containing Cultural Elements, Different According to Demographic Characteristic )

Purpose – The aim of this study is to examine the differentiation of the sense of like (positive motivation- pleasantness) toward video advertisements containing cultural elements, according to the demographic characteristics of the participants, who were born and raised in Turkey and share the same culture. Design/methodology/approach– The experimental phase of the research was carried out with 77 (29F+48M) participants selected by convenient sampling. As a data collection tool in the experiment, the brain signals of the participants were collected by EEG (electroencephalography) against advertising stimuli and the level of like of the participants was measured using the frontal alpha (8-13 Hz) asymmetry method. The demographic information of the participants and the like scores they declared in line with the scale were collected with the form. Findings were obtained by performing independent T-test, Kruskal Wallis H-test and Pearson Correlation analyzes from the data using the SPSS program. Findings – As a result of the study, it was seen that video ads containing cultural elements left a positive impression on individuals who grew up in the same culture. It was observed that women's level of like score was higher than men's. The level of like of individuals raised as a matriarch differs significantly compared to those raised in a patriarchal manner. It was observed that the level of education, marital status and the place of childhood did not differ significantly in the level of like. By making use of the findings, it was seen that women and grew up in a matriarchal environment increased their like for cultural elements. The other finding is that there is no significant relationship between EEG like score and declaration like score. Discussion – In the research carried out, it was seen that the use of cultural elements in advertisements creates a sense of like. In addition, it has been observed that it creates a more effective affect on women and on grow up in a matriarchal environment. This study showed that the cultural elements to be used in advertisements should be emphasized according to the target consumer group for advertising designers and marketers. The other result is that it has been seen that the statements of people about their likes do not reflect the truth. This shows that neuromarketing tools are an effective marketing research tool when they do not objectively reveal the preferences and decisions of the individual.

Ports Digitalization Level Evaluation.

Currently, seaports are actively searching for methods and ways to improve their operational efficiency. Digitalization is considered as one of the main directions of current ports’ development. Ports’ digitalization levels are varied and may depend on different factors, including port size, traditions, turnover and handled cargo type, etc. Ports often face decision-making challenges related to assessment of their digitization level and choice of development directions. The article aims to develop a methodology to evaluate ports’ digitalization level. A marketing research tool was used to collect the data needed for the analysis. A mathematical model allowing simulations is proposed and a case study of 30 ports located in the Baltic, North and Mediterranean Seas regions is explored. Based on conducted calculations, a ranking of analysed ports considering their digitalization level was created. The ports were compared within groups of small, medium-sized and large ports. It was estimated that the digitalization level in small and medium-sized ports is about 30% lower than the level of large seaports. The research results may be of interest to seaports striving to assess their level of digitalization and choose the best digital improvement solutions.

PMU9 Budget Impact Analysis of Expanding Use of Recombinant Human Hyaluronidase-facilitated Subcutaneous Ig Infusion in patients with Primary Immunodeficiencies (PID) in Brazil

Treatments with human immunoglobulin (Ig) started in 1952 and subsequent technological advances have allowed the infusion of larger amounts of Ig subcutaneously. Compared with intravenous Ig (IVIg), subcutaneous Ig (SCIg) enables self-infusion at home and is associated with fewer systemic adverse events, but requires more frequent administration and multiple infusion sites.. In 2017, facilitated subcutaneous Ig (fSCIg), a dual-vial unit of IgG 10% and recombinant human hyaluronidase was approved in Brazil for PID . fSCIg enables less frequent infusions; shorter administration durations; fewer needlesticks; and larger infusion volumes compared with conventional SCIg. This study assessed the budgetary impact of expanding the use of fSCIg in the Brazilian Private Health System (BPHS). Data of the most used Igs in the BPHS, and their respective Market Shares, were obtained through market research tools and by the list price in the most recent Medicines Market Regulation Chamber issue (October/2020). The dosage and frequency of administration adopted were defined according to the II Brazilian Consensus for the use of Human Ig in patients with PID and labels. Adverse event incidence data were obtained from existing literature and the cost of management through micro-costing. Only direct costs were included (i.e. administration, adverse events management and related medicines acquisition). Based on the next 5-year period prospection and considering their yearly Market Share proportions at 2%, 5%, 10%, 15% and 20%, respectively, fSCIg adoption has the potential to generate accumulated resources savings of ∼1.4 million BRL (or ∼300,000 USD). Despite having many advantages over IVIg, SCIg is not yet widely adopted in Brazil. This analysis suggests that fSCIg is a cost-saving option from the BPHS perspective, supported by robust clinical evidence of efficacy and safety, a convenient profile; and economic feasibility. Study funded by Takeda

Technology Acceptance In Crowdfunding Among Retailers

Crowdfunding is currently Malaysia's fastest growing source of alternative finance for companies. It is an enticing opportunity for entrepreneurs with innovative ideas who would not otherwise have found capital to leverage the power of the audience to bring goods and projects from the ground. Crowdfunding has traditionally been the go-to funding solution for individuals, startups and entrepreneurs. But more recently, retailers and larger companies have been using crowdfunding as an investment route, market research tool or promotional technique. The obvious attraction of crowdfunding for retailers is that it sidesteps the need to convince a bank or investor you can make their investment worthwhile. But the rewards of the crowdfunding model are not just financial. A crowdfunding campaign can raise awareness of a brand or product, deliver valuable information about demand for a product or service, and create an already established customer base once a campaign is complete. Hence, this research focused on determining the factors that could influence the prospective retailers' intention to collect fund from crowdfunding platform. The research selected the UTAUT model to determine the prospective retailer's intention toward collecting fund to the crowdfunding project. There were four independent variables, namely performance expectancy, effort expectancy, social influence, and reliability. The intention of the prospective retailer was selected as the dependent variable. With respect to the literature review, four hypotheses were developed in this study. To test the developed hypothesis in this study, descriptive research was adopted by applying a self-administered questionnaire distributed to respondents. For this study, convenience sampling was selected, whereby 379 respondents responded and answered the questions. All the independent variables have shown that they were positively significant to the intention of the prospective retailer. Hence, the intention of prospective retailer is influenced by performance expectancy, effort expectancy, social influence, and reliability. This research successfully contributed to the knowledge in this field by applying the UTAUT factor in the context of crowdfunding for expanding retail business. Regarding practitioners in this field, this research could act as a guideline or reference to enhance the retailer's intention to collect fund in a crowdfunding project. Lastly, for policymakers, it is hoped that this research could be used as a standard and reference for future crowdfunding initiatives by the government.

ИССЛЕДОВАНИЕ МАРКЕТИНГОВОЙ СРЕДЫ КОМПАНИИ НА ОСНОВЕ ИНСТРУМЕНТОВ ЦИФРОВЫХ ТЕХНОЛОГИЙ И ПРОЦЕССНОГО ФРЕЙМВОРКА

The study of the marketing environment of an enterprise is one of the most difficult types of marketing activities, since it always contains an element of foreseeing a difficult and contradictory socio-economic object – the market, therefore, the content and forms of research of the marketing environment depend on the eco- nomic structure, external and internal conditions in which it is develops, and can vary significantly. In the 21st century, the processes of growth in the use of various digital tools in various areas of business are seriously accelerating. At the same time, the catalyst for these processes in 2020 was the coronavirus pandemic. However, the changes that have taken place in the rate of introduction of digital tools will not only not receive a reverse vector, but will probably be intensified already in the context of the announced reduction of quarantine measures. At the same time, the market of marketing research tools currently has full-fledged software products for a long time (ALS Base, Marketing Ana- lytic, Marketing Expert, Power analysis, BEST Marketing, etc.) that work directly in marketing or planning divisions of organizations, as well as digital online services (Google Analytics and Yadex. Metrics, IBM Watson Analitics), applications for smartphones, etc. At the same time, all digital tools imply the use of a digital footprint, which, given the still insufficient presence of Russian companies on the Internet, leads to a limitation of their use for analytical purposes. At the same time, another trend is the introduction of a digital framework, also called Scrum technology, which is a set of principles and tools that are most often used in IT development. With their help, a developer can make a workable product in iterations of limited duration, called sprints. Product capabilities are determined when planning a sprint. The short-term iteration ensures predictability of development and, at the same time, flexibility of the process.

THE ROLE OF GREEN MARKETING IN ENERGY CONSERVATION IN THE DOMESTIC SECTOR

India now ranks 3 rd after China and USA in the Primary Energy consumption. One of the sectors which have shown a sharp increase in the domestic sector. Keeping in mind the impacts on the environment and associated expenses, reduction in energy consumption in this sector is an important domain of research. The paper aims to analyse the role of Green Marketing and its tools in affecting the Energy-saving and Green Product Buying behaviour in the Domestic Sector. The factors considered for the analysis seem to have strong correlation hence Descriptive Statistics doesn’t give a clear picture. Therefore a more advanced market research tool such as factor analysis helps in understanding the factor loadings. At the same time, an effort made is to understand whether price or Environmental Concern plays a pivotal role in buying an Energy-efficient appliance. The research proves the significance of Green marketing in influencing the buying Behaviour and Energy-saving behaviour as Respondents claim they are highly influenced by Green Packaging and Environmental Beliefs. It can also be noted that although advertising plays a good role in spreading awareness amongst respondents, it is not a significant factor to change their perception regarding the purchase of Green products. Recommendations are made to augment the extent of exploration in the study of Green marketing and its role in energy-saving behaviour. Keywords: Consumer Behaviour, Environmental Belief, Energy Saving, Green Marketing JEL Classifications: G2, M3, O4 DOI: https://doi.org/10.32479/ijeep.10567

Expectations of overall survival for patients with metastatic pancreatic cancer (mPC).

e16788 Background: Pancreatic cancer is the 4th leading cause of cancer-related death in the U.S. Metastatic pancreatic cancer has typically had a poor prognosis. However, the use of combination chemotherapy with novel agents have improved outcomes. First line therapy with either FOLFIRINOX (2011) or gemcitabine (gem)/nab-paclitaxel (2013) improved response rates (RR), progression-free survival (PFS) and OS versus (vs) gem alone. In 2015, second-line therapy with nanoliposomal irinotecan and fluorouracil (5FU) also improved RR, PFS, and OS vs 5FU. Since 2017, several newer agents have been approved for targeted patient populations – pembrolizumab for MSI-H/dMMR tumors, larotrectinib and entrectinib for NTRK gene fusion positive pts, and olaparib for germline BRCA-mutated pts. As more treatment (Tx) options become available, pts are more likely to receive Tx in later lines. A population-based study found that of mPC pts who completed 1st-line (1L) chemotherapy prior to December 31, 2014, 49% went on to receive 2nd-line (2L) Tx and 17% received 3rd-line (3L) Tx6. Methods: Prescribing patterns of 569 U.S.-based oncologists were studied using a validated, proprietary, case-based market research tool (Challenging Cases). Data were acquired using blinded, audience-response iPad technology at 8 live events during 2018-2019. Results: Estimate of mPC patients treated with 2L and 3L Tx in 2019 Estimates for mPC pts treated with 2L therapy rose from 2018 to 2019, with 46% treating > 60% of mPC patients with 2L in 2018 compared to 54% in 2019. Oncologists estimated median survivals to be 7.4 months (mos) from the regimens they prescribe in 1L, 4.3 mos in 2L, and 2.3 mos in 3L. Conclusions: With the addition of new and more effective treatments for mPC, more patients are treated in the 2L and 3L settings. However, oncologists may underestimate the survival expectation with novel agents or regimens, particularly in later lines of therapy. [Table: see text]

Competitive intelligence as a factor of warnings crime

In the article the subject of the research are the methods of competitive intelligence; the conditions of companies; the conditions of the competitive environment of companies. Actual is the theoretical analysis of the concept and objectives of competitive intelligence. This activity becomes a powerful tool for market research. Competitive intelligence is currently a rapidly developing discipline (profession), which arose at the intersection of economics, law and special disciplines. Competitiveness and efficiency of company is a key factor. This factor determines the level of living of citizens, the public good. Competition is a necessary condition and the most important way of effective business.
 The aim of the research is to develop terminology, formulation of features and essence of competitive intelligence, which is recognized as a special kind of activity in a competitive environment.
 Research methods critical analysis, content analysis, comparative law.
 Conclusions in the article: the concept and signs of competitive intelligence, purposes, principles, sphere and form of competitive intelligence. It is noted that competitive intelligence is the process of collecting, accumulating, handling and analyzing information on the internal and external environment of companies. Characteristics of competitive intelligence: focusing on the external business environment rather: accumulating information and transforming it into intelligence that can be used by the organization. Unlike illegal industrial espionage, competitive intelligence is a legal and ethical business practice.

FEATURES OF MARKETING RESEARCH IN RETAIL TRADE

Introduction. The development of the global retail market is accompanied by changes in approaches to the choice of methods of marketing research tools used in retail trade. Modern marketing research methods, which include tools and mechanisms for creating, promoting, distributing and exchanging information, play an important role in the context of the economy digitalization and the entry of Ukrainian companies into new markets. In view of this, there is a need to analyze the current state and trends of the retail market in Ukraine, to investigate the main groups of methods used in conducting marketing research, as well as to distinguish some of their types that are appropriate to use in the current conditions of functioning of the retail market in Ukraine. Methods. Historical and systematic approaches have been used to study the current state and trends of retail development. The study of the dynamics of the main indicators of retail trade was conducted using statistical methods of structure analysis, index method and method of dynamics series. The forecasting of the retail turnover of enterprises was carried out using linear approximation methods, in particular, the least-squares method. Grouping methods, as well as qualitative and quantitative research methods, were used to substantiate measures to improve marketing policies, research methods and tools. Results. The current state and trends of retail market development in Ukraine were analyzed by the authors. The main groups of methods that are used in conducting marketing research were investigated, as well as their separate types, which are expedient to be used in the current conditions of functioning of the retail Market in Ukraine. The stages of conducting marketing researches in retail trade are distinguished and the basic tasks which must be solved on each of them are defined. Discussion. The implementation of the proposed measures will help to identify innovative solutions to familiarize customers with new types of products, as well as to adapt specific methods of marketing research to the current conditions of functioning of the global retail market. In addition, the implementation of the proposed measures will allow to develop measures for timely response of the manufacturing companies to the existing requests of the retail market, ensuring the financial stability and solvency of the companies involved in the field of retail trade. Prospects for further research may include in-depth analysis of prospects for the use of large-scale processing financial technologies and development of special software for the application of specific methods of marketing research (point-of-sale audit, point-of-sale price analysis, check structure, mystery shopper, trading panel, ABC-analysis, XYZ-analysis, cross-analysis, hall-tests, home-tests, etc.). Keywords: marketing research, methods of marketing research, retail, e-commerce.

GameStop’s next play: reconfiguring the value offering

Theoretical basis The theoretical basis for this case is a focus on strategic positioning as related to Porter’s generic strategies. The case describes GameStop’s previous differentiation approach, executed through physical stores and knowledgeable staff. With technological shifts and the introduction of digital downloads, this strategy is less effective. The case requires students to consider how GameStop might revise its generic strategy based on the new competitive landscape in which it operates. Research methodology In writing this case, the research team conducted thorough analysis through primary data collection in stores as well as secondary data collection through the use of market research tools, such as IBIS World, MergentOnline, S&P Net Advantage, and academic journals, trade magazines, and websites. Case overview/synopsis With high uncertainty shown by stakeholders about the future of GameStop coupled with falling share prices, the company must find a way to stay in play given the rapidly growing digital gaming market. As it planned to close at least 150 of its 7,500 stores, the company was starting to take measures to reduce operational costs and restructure to sectors that best fit consumer interests. GameStop’s core competencies were no longer aligned with market conditions, and its executives were now questioning where it could expand the organization’s operations as they focused on finding untapped areas of the market that have an opportunity for a new competitive advantage. Given its unique market share in gaming memorabilia and trade-in values, students are tasked with finding GameStop’s existing competitive advantages or identifying potential new ones that can be leveraged in a technology-driven industry. Complexity academic level This case could be taught at either the graduate or undergraduate level strategy course. At the undergraduate level, it would be best taught when discussing industry life cycle or competitive dynamics. At the graduate level, MBAs could discuss competitive dynamics facing GameStop and how it might find areas for future strategic growth.

Netnography as a marketing research tool in the fashion industry in Southeast Europe

In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers. Consequently, this article explores the evolving opportunities that online communities present to marketers in collecting consumer insights. It advances Southeast Europe’s marketing researchers’ understanding of netnography by introducing them to its concept, procedures, and implications. This study triangulates the data through utilizing seven one-to-one in-depth interviews with fashion designers, employing two focus groups with fashion consumers who actively congregate in online communities, and through conducting netnography on a fashion-related online community. This article demonstrates netnography practices, and experiences with the goal of having fashion designers and marketers understand its potential as an efficient method for providing effective qualitative market intelligence. It shows that netnography is a relatively easy, cost-effective and time-efficient approach, and it supports brand development through achieving a better understanding of consumer perceptions. Overall, netnography has great potential as a marketing research tool. Online fashion community members’ views support it as most of them prefer to participate in netnographic research. Nevertheless, the majority of fashion designers in Southeast Europe are not fully aware of the method and its exact procedures and, hence, avoid using it.

English

English

Factors Associated with Pediatric Dentists' Choice of Amalgam: Choice-Based Conjoint Analysis Approach.

The Minamata treaty (2013) enacted a globally binding agreement to phase down amalgam use, which may significantly affect dental care for underserved populations. To comply with the Minamata treaty, strategic approaches need to be implemented to reduce amalgam use while imposing minimal risk on the dental care of the underserved. To establish strategic approaches to reduce amalgam use, the aim of this study is to use a marketing research analysis to determine which patient-related factors influence pediatric dentists' choice of amalgam. A survey containing questions regarding amalgam use, perception about the environmental impact of amalgam waste, and hypothetical clinical scenarios of a child with dental caries with varying levels of caries risk and types of dental insurance was developed and pretested. Emails linked to an electronic survey were sent via Qualtrics to all active American Academy of Pediatric Dentistry members (n = 5,101), followed by 3 reminders. Descriptive analysis and choice-based conjoint analysis were performed to investigate trade-offs between selected factors, using SAS version 9.3. Of 892 (17.6%) replies, 850 responses were eligible for analysis. Only 385 (45%) respondents indicated using amalgam, and their responses were analyzed in the conjoint model. Respondents' selection of amalgam varied between 8% and 28% across all the clinical scenarios, with most respondents choosing composite or stainless steel crowns. Conjoint analysis revealed that, while both caries risk and type of insurance affected respondents' decision about amalgam use, caries risk was the driving factor in decision-making for using amalgam. These results underscore the importance of prevention and management of risk factors to successfully phase down amalgam use. Our study applied the marketing research tool, choice-based conjoint analysis, to investigate the relative importance of different factors on dentists' decision-making regarding amalgam use. This study should be of great interest to policy makers when developing strategic approaches to comply with the 2013 United Nations Environment Programme (a.k.a. Minamata treaty) policy recommendations for phase-down of dental amalgam.

Abstract P4-13-05: Evolving treatment patterns in hormone receptor-positive, HER2-negative metastatic breast cancer

Abstract Background: The last several years have seen the approval of multiple targeted agents for use alone or combined with standard endocrine therapies (ET) in the 1st, 2nd, and 3rd line hormone receptor positive (HR+), HER2 negative (HER2-) metastatic breast cancer (MBC) settings. Due to these new approvals, standards of care for treatment are evolving. Methods: Prescribing preferences (PPrefs) of 592 U.S.-based medical oncologists were studied using a validated, proprietary, case-based market research tool (Challenging Cases®). Data were acquired using blinded, audience-response iPad technology at 8 live and virtual events during 2016-2018. Two core hypothetical cases were presented: 1st line MBC and recurrent (REC) MBC. For each core case the following variables were introduced: time from completion of adjuvant (adj) therapy (Tx) to REC disease, site of metastases [visceral (VIS) vs non-visceral (N-VIS)], and age for the 1st line case, and type of metastases and line of Tx for the recurrent case. Rx choices for which there are published phase 3 data were offered, as well as a category for “other.” Results: Table 1.Preferred Rx for recurrent disease during or after 5 yrs of adjuvant non-steroidal aromatase inhibitor (NSAI)*ScenarioExemestane (EXE) + Everolimus (EVE)NSAI + CDK inhibitor (CDKi)Fulvestrant (FUL) + CDKiChemotherapy (CT)Endocrine therapy (ET)OtherREC 18 months (mos) into adj AI Tx, VIS) and N-VIS mets, Age 635%25%63%3%4%0%REC post 5 yrs adj AI and 2 yr treatment free interval (TFI), N-VIS mets, Age 674%49%34%1%12%1%REC post 5 yrs adj AI and 2 yr TFI, N-VIS mets, Age 853%34%19%0%42%1%* May not equal 100% due to rounding. Table 2.Preferred Rx for 2nd or 3rd recurrence*ScenarioEXE + EVENSAI + CDKiFUL + CDKiCTETAbemaciclibOtherREC post 5 yrs adj AI and 2 yr TFI, N-VIS mets, age 67 --> 12 mos 1st line Tx --> N-VIS mets31%12%38%6%12%1%1%REC post 5 yrs adj AI and 2 yr TFI, N-VIS mets, age 67 --> 12 mos 1st line NSAI + palbociclib Tx --> N-VIS mets38%1%33%9%15%0%3%REC 12 mos into adj AI, age 61,N-VIS mets -->12 mos Tx 1st line -->N-VIS mets21%9%53%9%6%0%1%REC post 5 yrs adj AI and 2 yr TFI, N-VIS mets, age 67 -->12 mos 1st line Tx, N-VIS mets --> 6 mos 2nd line Tx --> VIS and N-VIS mets23%1%9%59%5%2%1%* May not equal 100% due to rounding. In the setting of a patient (pt), age 63 with early REC on an adj AI, the most preferred strategy was FUL + a CDKi. In a pt, age 67, who completed 5 years of an adj AI with a TFI of 2 years, the most common preference was NSAI + a CDKi. In an older pt (age 85) who completed 5 years of an adj AI and TFI of 2 years, the most common choice of TX was single agent ET. For a pt with N-VIS mets treated in the 2nd line setting, FUL + a CDKi was the most preferred strategy. In a 2nd line pt with REC at 12 mos on adj Tx and after 12 mos of 1st line Tx, FUL + a CDKi and EXE + EVE were the most preferred therapies. In a 3rd line pt, with VIS mets CT was the preferred choice. Conclusion: Treatment patterns in HR+ HER2- MBC are evolving with the approval of several new agents and emerging data. Age, time to relapse, line of Tx, and type of mets may be some of the key factors that determine PPrefs in HR+, HER2- MBC. Citation Format: Lankford ML, Britton SL, Buettner AD, Scharf M, Tiscione B, Willey JP, Mahtani RL. Evolving treatment patterns in hormone receptor-positive, HER2-negative metastatic breast cancer [abstract]. In: Proceedings of the 2018 San Antonio Breast Cancer Symposium; 2018 Dec 4-8; San Antonio, TX. Philadelphia (PA): AACR; Cancer Res 2019;79(4 Suppl):Abstract nr P4-13-05.