Abstract:

This paper presents the findings from a study of 184 professionals from American and multi-national research agencies. The study focuses on the organizational characteristics of the agencies and the degree to which they embrace or avoid the adoption of new technologies. In general, results show that the marketing research industry conforms to the majority of hypothesized relationships between the adoption of technology and environments thought to foster such activities. There exists a positive relationship between firms more likely to adopt technology and various measures of success.