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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
Keywords: market research
mobile devices
mobile market research
online research
tecnology adoption
Partial Least Squares (PLS)
Issue Date: 11-Dec-2019
Publisher: Universitat Oberta de Catalunya (UOC)
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.
Language: Spanish
Appears in Collections:Doctoral Thesis

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