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http://hdl.handle.net/10609/108346
Title: | La adopción de la investigación de marketing con dispositivos móviles: un análisis empírico en la industria de la investigación de mercados en España |
Author: | Pacheco Bernal, Maria Carmen |
Director: | Jiménez-Zarco, Ana Isabel Martínez Argüelles, María Jesús |
Abstract: | Mobile technologies have brought new challenges and opportunities for the market research industry, producing new ways to collect data from participants in surveys. Yet despite the benefits of mobile methods compared to more traditional techniques, their adoption and diffusion as a data collection method have been fairly limited. Faced with this situation, this doctoral thesis looks to advance understanding of the process of technology adoption and identify the technological, organizational and environmental factors that affect -by either facilitating or inhibiting- the industry's decision to adopt mobile market research in Spain. A conceptual framework was developed using the Technology-Organization-Environment (TOE) model (Tornatzky and Fleischer, 1990). This study contributes to the knowledge base and theory on mobile market research and organizations' adoption of technological innovations. Likewise, the results present interesting implications for professional practice. |
Keywords: | market research mobile devices mobile market research online research tecnology adoption TOE ESOMAR AEDEMO Partial Least Squares (PLS) |
Document type: | info:eu-repo/semantics/doctoralThesis |
Issue Date: | 11-Dec-2019 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Tesis doctorals |
Files in This Item:
File | Description | Size | Format | |
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Tesis_Carmen+Pacheco+Bernal_Defensa11122019.pdf | Pachecho-Bernal_tesis | 3,53 MB | Adobe PDF | View/Open |
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