Modelling the Diffusion of Innovation in Marketing Research

这个项目将确定和解释市场研究在澳大利亚组织的利用。主要的（但不是唯一的）重点将是基于互联网的营销研究创新的传播。以前的市场营销研究是有限的，通过只关注一个部门（如旅游业）或使用方面，或通过使用小样本，或通过排除重要的互联网创新或管理评估。该项目将在数年内调查营销研究在许多工业部门的传播情况。该项目将产生立竿见影的“标杆”效益，并通过对创新研究实践的持续评估产生持久的效益。

This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial evaluations. This project will investigate the diffusion of marketing research across many industrial sectors, over several years. The project will yield "benchmarking" benefits of immediate value, and enduring benefits through the continuing evaluation of innovative research practices.