Active learning

"Active learning involves the learner in the process of discovering new ideas. Information is usually better retained if the learner is actively involved, rather than passively listening such as in a lecture. Pharmaceutical representatives will attempt to provide active learning by asking questions ("Doctor, what is your approach to the treatment of hypertension?"). In this process, desirable attitudes can be reinforced and those less acceptable (to the representative) can be specifically targeted for change."
- Shaughnessy et al (1994)

Shaughnessy AF, Slawson DC, Bennett JH. Separating the wheat from the chaff: identifying fallacies in pharmaceutical promotion. J Gen Intern Med 1994;9:563-8.