JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
A Preliminary Examination of the Readability of Consumer Pharmaceutical Web Pages
Author(s): Michelle B. Kunz, Peggy Osborne
Citation: Michelle B. Kunz, Peggy Osborne (2010) "A Preliminary Examination of the Readability of Consumer Pharmaceutical Web Pages," Journal of Marketing Development and Competitiveness, Vol. 5, Iss. 1, pp. 33 - 41
Article Type: Research paper
Publisher: North American Business Press
This paper examines the readability level of online consumer pharmaceutical web pages using standard readability indexes. Pages from sixteen online consumer pharmaceutical websites were downloaded and analyzed using the Flesch-Kincaid Grade Level and Reading Ease, Coleman-Liau, Gunning Fog and SMOG readability indexes. Results indicate the majority of web pages are written at a level above the average reading level of U.S. consumers. Most online pages were written at high school graduate or collegiate level. Differences were found in the readability level, based upon the type of material posted on the web page.