search query: @author Sinkula, J. / total: 2
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| Author: | Sinkula, J. |
| Title: | Some Factors Affecting the Adoption of Scanner-based Research in Organizations |
| Journal: | Journal of Advertising Research
1991 : APR/MAY, VOL.31, p.50-55 |
| Index terms: | MARKET RESEARCH INNOVATION TELEVISION ADVERTISING |
| Language: | eng |
| Abstract: | Scanner-based research is an innovation in data collection, research technique, and electronic technology. This paper aims to describe the degree to which scanner-based research has diffused in a heterogenous sample of organizations. The other objective is to utilize diffusion theory to explain an organisation's adoption or nonadoption of scanner-based research. |
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